Electronic Arts (EA) has officially rebranded the Guildford-based development studio Criterion as “Criterion: A Battlefield Studio,” signaling a shift in the developer’s focus toward the Battlefield franchise. According to official statements from EA, the studio will become one of the four studios supporting EA’s fresh Battlefield push.
The rebranding coincides with the 30th anniversary of the studio. Although Criterion has assisted with Battlefield development since 2015, specifically contributing to Battlefield 1, this latest structural adjustment marks an end to working on other projects.
What the Rebranding Means for Need for Speed
Criterion, which has shepherded the racing franchise in recent years, is now listed under the Battlefield umbrella.
The studio’s history is linked to high-octane racing. Criterion gained recognition for the Burnout series. This technical foundation was present when the team worked on the Need for Speed franchise and the rebooted Star Wars: Battlefront.
Strategic Consolidation of EA Studios
The integration of Criterion into the Battlefield fold is part of a plan to expand the Battlefield brand.
The Path Forward
The studio’s primary focus remains the upcoming Battlefield releases.
Do you believe Criterion’s expertise is better served by the Battlefield franchise or the Need for Speed series? Share your thoughts and join the discussion in the comments section below.
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