Patrick Soderlund, head of the EA Games label, has said that it would be a 'costly and short-lived mistake' for publishers to rely too heavily on its top existing brands.
"As game makers, we have to continuously work and launch new intellectual properties into the market," Soderlund told USA Today.
"If we think we can live off of our existing brands and that only, I think it will not only be costly, but a short-lived mistake," he added.
"I still think there's a lot of creative juice in brands like Battlefield and Need For Speed and a bunch of our franchises, but I also do think there's a lot of room for new intellectual properties. We are investing in that today, and you will see new IPs from EA and the Games label in the future."
Speaking of Battlefield 3, Soderlund also confirmed that the BF3 Premium service has scooped 800,000 sign-ups in its first two weeks, exceeding EA's internal expectations.