While he won't comment directly on the cost of building and launching Star Wars: The Old Republic, EA Games label boss Frank Gibeau has hinted that no expense is being spared in bringing the BioWare MMO to market.
The executive told GamesIndustry.biz that the "gigantic game" will offer 100s of hours of gameplay for each of the six classes available.
"What I try and concentrate on is, is it a good game and is it ready to go?" Gibeau said.
"You look at a game that has 200 hours of gameplay for each of the six classes, and that doesn't include the crafting, the raids, the multiplayer. It's vast. It's a gigantic game. And that costs money. But when you get one of these launched they persist for a long period of time.
"Ultima is on its first decade and it still has tens of thousands of subscribers and is widely profitable for us," he added. "It's just the nature of the beast that you have to build this amount of content.
"Do I wish it wasn't this expensive? Absolutely, but I think everybody does. At the same time it doesn't really do us much good to comment on how much it costs. Ultimately what matters is whether it's a good service and do people really like the game?"
EA has previously called the Star Wars MMO its "most expensive game ever".
BioWare said earlier this month that it "will more than compete" with genre leading subscription MMO World of Warcraft.