EA: Our new IPs and Frostbite will dominate Xbox 720

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Speaking to Bloomsberg, Gibeau echoed statements by company CEO John Riccitiello in July, attributing sluggish sales to the "flattening effect" of long console cycle and promising a massive uptick when new consoles are unveiled next year.

"The new hardware's going to be out in about a year's time," he said. "So we're right around that period of time when the market's slowing down, and then you have a new game-changer - all-new technology, all-new hardware which will start another growth period".
Some commentators fear that another hardware jump will make games uneconomical for all but the richest developers, but EA's bang up for it. "'Transition is our friend', is kind of the saying we have around EA," Gibeau commented. "Because it gives you a chance to reset everything. We've done enough transitions in this business that we know what we're doing, and we're going to go after this one in a big way. But it is a time where you see new companies emerge as leaders, and some traditional companies fall away."

He added: "I would argue that EA's nailed about four of its five transitions - we had a bit of a rocky start on Xbox 360 and PS3. But we're the number one publisher on this console [now], it took us a couple of years to come back on it. We learned a lot from that transition and what went wrong, and we're applying that learning to make it right this time.

"It was a big jump last time, we went from standard def to high def, we went from very unconnected boxes to online service models, we saw a big jump in processing power, and frankly we made a couple of mistakes in how we built our technology that was going to build all these games out.

"Fortunately, we have a very different approach to technology now - we have an engine called Frostbite, that is a proven engine that we've shipped a lot of games on, that's tailor-made for next gen hardware. So we're in really good shape from a technology standpoint which is where we had our misstep last time, and we have a much richer and broader set of IPs than we did on last generation.

"EA Sports is there with all of its power, but you're also seeing some really big brands like Battlefield coming online, and we've already started three to five new intellectual properties that we're going to launch in the first 24 months on the new generation."

Earlier this month, Gibeau asserted that next generation consoles would help propel the games market past two billion users. He claims to have laid eyes on both the next Xbox and PlayStation 4.



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Source: http://www.oxm.co.uk/45388/ea-we-had-a-rocky-start-on-xbox-360-but-our-new-ips-and-frostbite-will-dominate-xbox-720/

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"EA: Our new IPs and Frostbite will dominate Xbox 720" :: Login/Create an Account :: 125 comments

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oohPosted:

Im_a_Killer I think it would be really cool if they finally made it an X. like a 3D X with a green "720" in the middle. The disc tray could be on this side: > and it would slide out just like the 360. (Not sure if there would be enough space for that though..


That sounds like it would be kind of annoying.. lol

-LFCPosted:

Cannot wait.

Im_a_KillerPosted:

I think it would be really cool if they finally made it an X. like a 3D X with a green "720" in the middle. The disc tray could be on this side: > and it would slide out just like the 360. (Not sure if there would be enough space for that though..

AR15Posted:

Pecky Wonder if 720 will avoid RROD.


It better! Lol

sxcPosted:

Wonder if 720 will avoid RROD.

AcedPosted:

I Wonder if the 720 Has a different shape :o

GuzLePosted:

I genuinly wonder whether the Xbox 720 is going to be a rectangle box like the normal xbox and the 360. Otherwise I wonder what shape ahaha

-ASA

ImNotPhlegmAnymoreOKPosted:

-LOST- The new console is going to be nice :D


Hopefully, we haven't seen it yet though D:

AvenuePosted:

xXopticsXx
-Whiskey I like how everyone is getting pumped for the new consoles. But is it just me or is EA so full of itself?

EA is the #1 publisher and theyve published some pretty amazing games so i think they deserve alittle bit of bragging but im not seeing exactly what your seeing i guess because i have no problem with the statements theyve made


Nothing here really made it stand out but just some of the crap they pulled up off in the past. Not saying EA is bad. They are a excellent publisher just some times they worry me. Lol.

LostPosted:

The new console is going to be nice :D