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# SANTA MONICA Easy electronics
- URL: https://www.smdp.com/santa-monica-easy-electronics/
- Published: 2007-07-18T15:00:00.000Z
- Updated: 2026-10-24T02:19:16.000Z
- Author: Guest Author
- Tags: Sports, Santa Monica, #archive-import

Electronic Arts, the world’s biggest video game publisher, plans to set a trend of “natural gaming” under its new chief executive that will appeal to audiences beyond hard-core fans.

John Riccitiello said EA would introduce a “family mode” in its sports titles in the coming months that would allow inexperienced gamers to play more by intuition than knowing their way around a controller.

“One of the examples \[of games\] that people put forward as being increasingly hard to play unfortunately is EA Sports, a lot of people would say that,” Riccitiello told the Financial Times at the E3 video game summit in Santa Monica.

*Originally published in the Santa Monica Daily Press print edition on July 18, 2007.* [Read the original PDF.](https://s3.us-east-1.amazonaws.com/smdp%5Fbackissues/071807.pdf?ref=smdp.com)