EA CEO John Riccitiello said in an interview that he wants to make quality games and that he's trying to lead the company away from it's reputation of making cheap and cheerful cash-ins and repetitive sports games. Instead, he wants to make more innovative, quality titles like Mirror's Edge and Dead Space.
"Some of my greatest beliefs regarding gaming are that our art form is today - or certainly has the potential - to be recognised as the peer of the best of Hollywood movies. I want to help others see that." said Riccitiello in an interview with the Academy of Interactive Arts and Sciences.
"I also believe that there is no inherent conflict between great creativity and achieving strong profitability - I believe they go hand in hand. More than trying to work on my legacy, I want to work to prove both of these points are true and see a day when these ideas are seen as common knowledge."