I think they didnt take SC2 as an example bcs they considered 6 years making a game too much time for their investment/reward chronograms, so far as we have seen EA's development is based in what they believe will get them some easy and fast cash, sorry to say it but I dont think this guy Gibeau or for the matter Riccitiello like their own products, it seems they dont feel any real interest in what they make aside from the money it's going to bring them and most of their info probably come from marketing and publicitary advisors who neither play videogames, you just have to see their photos to feel they havent played most of the videogames EA sell in their lifes:
Now compare with guys like Gabe Newell or Shigeru Miyamoto, who I am convinced play their games and love them beyond how much money they make:
See? Even with great titles EA is probably going to shrink more and more every year as they dont make games to be enjoyable, only profitable.






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