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.