EA Streamlines Frostbite Branding, Offers Devs Relief from Engine Restrictions
Electronic Arts (EA) has made a move to streamline their Frostbite branding and offer developers relief from engine restrictions. With multiple game studios within the EA network using the Frostbite engine, it was becoming increasingly difficult for studios to customize the look and feel of their games. With the new changes, EA hopes to make it easier for developers to bring their creative ideas to life.
The Frostbite engine, which is made by EA and used primarily for developing the company’s internal games, is now unified into a single brand and will no longer carry individual studios branding. This move is intended to give developers more flexibility and freedom in designing games that better reflect and match the core EA franchise products.
By streamlining the Frostbite branding, EA have also announced a series of new engine restrictions that developers must follow in order to make sure their games conform to the brand. The restrictions include: all Frostbite engine games must have similar interfaces, graphical elements, sound effects and even music; all Frostbite games must have a consistent visual aesthetic; and developers must adhere to Frostbite’s “rules and ethics” in order to ensure the highest level of quality.
EA hopes the unified Frostbite brand and new engine restrictions will encourage developers to innovate and create new and engaging experiences for players. This move also marks a major shift in focus for the studio as they move away from the more standardized game creation to embrace a more collaborative and creative approach.
With the unified Frostbite branding, EA is offering developers more flexibility, freedom, and control over the games they create. These changes should make the engine more accessible to developers and help facilitate a more creative game making process.