EA to publishers: 'Don't be afraid of change'

EA's Patrick Soderlund has revealed to CVG that publishers need to deliver consistent quality over existing and new formats or they risk becoming irrelevant, as well embracing new ideas in the industry.

When asked about EA's approach to expanding its portfolio through mobile apps and ports, head of EA games label Soderlund replied, "We need to go back to the essence of these games and go from there to see how they fit beyond console and PC."

"The idea of making a Need for Speed port on the iPhone, I just don't agree with it. What's the point? You have to play to the strengths of the platform that you're using," Soderlund added.

On the subject of adapting to change, Soderlund told CVG, "I look at it as evolution. Looking back five years and looking at today, there is such a vast difference to how I consume entertainment and how I connect with people."

"We just have to embrace these changes rather than be afraid of them", Soderlund concluded, "I think some people are so surprised by the changes that are happening that they become afraid of it. They try to stick to what they know and that's the danger. If you don't adapt you become irrelevant. I absolutely believe that's the case."