EA Games boss Patrick Soderlund had some interesting statements to make to USA Today.
"As game makers, we have to continuously work and launch new intellectual properties into the market," Soderlund said.
"If we think we can live off of our existing brands and that only, I think it will not only be costly, but a short-lived mistake," he added.
The quotes come from an article describing how Battlefield 3 premium subscriptions surpassed 800,000 in the first two weeks, supposedly outstripping EA's expectations.
"I still think there's a lot of creative juice in brands like Battlefield and Need For Speed and a bunch of our franchises, but I also do think there's a lot of room for new intellectual properties. We are investing in that today, and you will see new IPs from EA and the Games label in the future."
Do you think EA has been operating by that code so far? Can you think of other publishers that are just sitting on their haunces, waiting for the world to burn? Tell us in the comments or on Twitter.