Electronic Arts has drawn criticism for relying too heavily on its existing franchises, but according to EA Games executive Patrick Soderlund, new IP is the lifeblood of the company. New IP is integral to EA being successful, Soderlund says.

　　"There’s nothing that we’ve announced, but we are absolutely working all the time on new IPs," Soderlund told MCV. "To me, the day we stop doing new IP is the day we put ourselves on life support and then we’re slowly going to die."

　　"It’s not only needed for the industry and for the consumers, but it’s also needed for the creatives. They need something different to think about. They have a lot of creativity built into them that they need to get out," he continued. "The day that we stop thinking about new things that are not Need for Speed is the day that I’ll probably leave the games industry."

　　EA Labels boss Frank Gibeau said in June that the company has 3-5 new IP in development for next-generation consoles. These projects remain a mystery, but EA is investing $80 million in next-generation development this year.

　　Gibeau also claimed EA has one of the best track records for new IP among its competitors, saying at the time, "It's an entertainment business. You have to surprise people and you have to take risks. If you don't, you die."