In April of 2007 a man by the name of John Riccitiello began work as the new Chief Operating Officer of Electronic Arts, one of the two largest video game conglomerates on earth. EA had fallen victim to its own massiveness in the years prior. In order to grow it had purchased and then cannibalized smaller, more imaginative game developers, absorbed the talent into their own offices, and centrally ran all operations.
As a result, the people and projects they assimilated became infected with the shortcomings of the company entire: there was too much bureaucracy and too many levels of hierarchy. This took decision making and creativity away from the game development teams. As a result EA earned a rather poor reputation for making nothing but thin sequels, movie tie-ins, and sports games that did little to differentiate themselves from year to year. → Hey, hey, hey, it’s time to make some crazy reading!