I was halfway through writing this in a news story when I decided it was more suited to a blog post. I was sifting through the millions of zips, pdfs and movies I'd hurriedly downloaded into a folder on my desktop ready for uploading during E3, when I found Zubo. I read the fact sheet, realised it was a kid's game and found myself dismissing the title as another example of EA churning out a new IP.

Just as I was about to delete the files, I paused.

I suddenly realised that Zubo was hugely significant. Three or four years ago, EA was in a rut, churning out (the verb is actually applicable here) sports game after sports game in established franchises. Who would have thought that CEO John Riccitiello would turn the company around so quickly and so successfully. Think about all the new IPs launched in the last few years: Boogie, MySims, Crysis, Rock Band, Skate, EA Playground, Dead Space, Zubo, Mirror's Edge, Spore... I mean, seriously, that's at least ten brand new franchises in the last two years.

There is no other gaming company on the planet right now with so much faith in so many new projects. That being said, they're the second biggest gaming company on the planet with the resources to do so, but the point stands. It's crazy that EA has turned its image around from churning out crap year after year to actually having the balls to go out and create a ton of new IPs. Perhaps even too many IPs.

So I spent the time resizing and formatting all the images out of a weird type of respect, and then posted the news article.