Keeping it Edgy

General manager Glen Schofield talks about the process of rebranding, mature content, and the challenge of launching new IP

Feature by Phil Elliott Contributor

Published on May 8, 2009

GamesIndustry.biz It seems to fit with the image you're trying to convey - is this re-brand a symptom of the way that EA has changed internally in the past 12-18 months do you think? Does it give people a better sense of individuality, a sense of place?

Glen Schofield

Yes, there's no doubt about it. I think "sense of place" is a great term, and I also look at it as a morale-builder, something people can be proud of. Signage is going up, posters are going up, everybody's getting T-shirts - I hope they feel really proud, and I think they are about some of the games that have already come out, as well as the games we're making now.

By making Dead Space, and hitting that quality, I think that gave me a little bit more credibility, if you will, and the ability to change the name.

GamesIndustry.biz Out of interest, can you share some of the options that were discarded?

Glen Schofield

I'd rather not tell you any of the options, but I will tell you that we first looked for a theme - to begin with I was a little conservative, thinking of the EA brand, so I started thinking of themes to do with the area we work in... so earthquakes, and fault lines, and things like that.

I even thought of making it Redwood Studios, so people would see it's not so different, they could live with it. Then at the end of the day I didn't think it felt like me, didn't feel like the games we're making, doesn't feel like the direction we're heading in... so I just said "Screw it, we're gonna come up with something that points in the direction of the games we're making, that's brand new" - and Visceral just fits.

GamesIndustry.biz How important is it for EA to have a studio that got an edgy nature to it?

Glen Schofield

I think it's very important. In talking with John and Frank, they also agree - they want a studio that can take chances like this. You see movie studios will have branches that aren't the same name as them - those are the ones that will make the R-rated movies, that will take some chances. That's what we're going to do here.

GamesIndustry.biz Mature content is certainly a valid option for videogames based on the ages of gamers, but there's still a little bit of a stigma with respect to violent games - how far do you think society has come in that regard?

Glen Schofield

I think in the United States that content isn't such a big deal, in comparison to when I go to Europe and there are some countries that have a tougher time with it. Europe is 50 per cent of our market, so I'm well aware of the issues in always making games with mature content - although we don't have to make mature content all the time, we could make a T-rated (Teen) game, but it would have to be a Lord of the Rings, or something like that, that fits what we do... just not as bloody.

GamesIndustry.biz Is that because the ESRB has done a good job, or is it a cultural difference?

Glen Schofield

I just think it's a different sensibility. In the US, nudity is bad, but violence isn't quite as bad. In Europe nudity is a little bit easier to take - it's just different. I don't know how that sort of thing happens, bit it seems like the UK is more like the US in terms of mature content. There doesn't seem to be as big of an issue, we had no problems with Dead Space.