"I think what redeems our industry is quality and I think we take a step back every time we take a license and exploit it with a crappy game--that's not what we're about," Riccitiello told MTV Multiplayer. "We've been there, most of our competitors are there or have been there. That's not what we do. We're not really after that market."
While not all of EA's licensed products have been as "out there" as the fighter Warpath: Jurassic Park, many of the movie-inspired EA-published titles--such as Batman Begins, Catwoman, Superman Returns--have been derided as subpar.
Riccitiello expressed his belief that "a lot of the intellectual property we create are better than the license," stressing the studio's recent push towards creativity with internal titles like Mirror's Edge, Dead Space, Boom Blox and Spore.
"That doesn't mean there isn't room for great licenses," he clarified, providing Madden NFL, NBA Live, NHL, and Harry Potter games as examples of quality license use.