In July, EA will launch a serious marketing campaign speaking about the way forward for the platform and showcasing its new merchandise.
Whereas Jackson mentioned response to the brand new id has been largely optimistic thus far, he and his workforce additionally really feel the burden of the model’s legacy: “The extra acquainted individuals are with the present model, the upper their expectations,” he mentioned.
Regardless of the stress of interesting to generations of followers, Jackson’s recommendation to different model leaders approaching a pivot is to not take the simple route.
“We’d love if individuals love what we constructed, however we don’t thoughts if individuals completely hate it as properly. The one factor we couldn’t be is ignored or irrelevant within the center,” he mentioned. “You see plenty of security now, plenty of spinoff work [from brands]. We don’t function within the margins of ‘positive.’ Soccer is win or lose—glory or nothing.”
