EA’s Criterion Studio Rebranded as Criterion: A Battlefield Studio

EA recently celebrated the 30th anniversary of Criterion by rebranding it as Criterion: A Battlefield Studio. Known for creating popular games like Burnout and Need For Speed, as well as contributing to the Star Wars: Battlefront series, Criterion will now focus on supporting EA’s Battlefield franchise alongside three other studios.

While Criterion has been involved in the Battlefield series since 2015’s Battlefield 1, the rebranding signifies a shift towards dedicated support for Battlefield projects.

During the Develop Conference in Brighton, Criterion’s senior producer, Danny Isaac, addressed concerns about the studio’s creative freedom. He emphasized that despite the focus on Battlefield, there is still room for innovation and creativity within the franchise’s diverse gameplay options, such as Portal, user-generated content, and multiplayer modes.

Criterion’s Director of Operations, Amy Pejic, highlighted the unique skills of each studio within EA’s portfolio and assured that the rebranding does not limit Criterion’s ability to showcase its creativity and individuality.

When questioned about the future of non-Battlefield projects like Need For Speed and Burnout, Isaac hinted at a temporary focus on Battlefield but did not rule out the possibility of returning to other projects in the future, as EA’s perspectives and priorities evolve.

The conversation at the conference drew parallels to the concept of “any color as long as it’s black,” reflecting Criterion’s current emphasis on Battlefield while remaining open to potential future endeavors.