3D gaming hasn't caught on as EA once expected it might, and CEO John Riccitiello says the company plans to refocus investment on other areas.
"We have not seen a big uptake [in 3D gaming]," he said during an annual shareholder meeting yesterday. "We have not seen a big uptake in 3D TVs in the home [either].
"We are not here trying to drive a market. We are here to react to what customers want," he added, according to VentureBeat.
EA now plans to focus its investment in growth areas like mobile, social and online gaming. "We see really high returns in these markets and very poor returns focusing on 3D, so we are allocating our resources toward new innovations," Riccitiello said.
Earlier this month EA announced plans to acquire PopCap for at least $750 million.