Publishing giant Electronic Arts have laughed-off boss Bobby Kotick's jibes about the firm taking "the soul out of a lot of the studios it acquired."

Jeff Brown, communications big wig, says that no one at the firm was too ruffled by Kotick's tease.

"The truth is, everyone laughed," Brown told News Week.

"In the past year EA has made radical changes to decentralize the company and put creative control back in the hands of teams. It’s too early to declare victory but if you talk to people like Patrick Soderlund at DICE in Stockholm, at in Virginia or Josh Resnick at - they’ll probably tell you that it’s working.

"They get a lot of resources and creative freedom. That freedom has already contributed new start-ups like Dead Space, Mirror’s Edge and and there’s a lot of others to be announced soon."

Under re-appointed boss John Riccitiello, EA have of course been making great strides to counter their bland, corporate image, and foster more creativity. Time will tell if these initiatives have worked.

By Luke Guttridge

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