Dr Doofenshmirtz

EA has boosted its reputation over the last few years and avoided most negative headlines. EA CEO Andrew Wilson has made it his personal mission to steer the company's image away from that of "a corporate beast," and be friendly in the eyes of gamers once again.

We're decades beyond when Electronics Arts was a publisher who focused on experimental and rebellious games, but so far in his tenure, Wilson has done a decent job of keeping his company's nose clean. In fact, he gave a speech about it at the B.C. Tech Summit in Vancouver on Tuesday.

"If you understand the video game business, EA — the branding is this corporate beast that just wants to take money from them while people play our games.

That's not actually what we're trying to do."

He would go on to say that we've started absorbing entertainment in a different way, investing after we've come to like something rather than before.

"For the longest time in civilization, we would spend money as human beings, then we would spend time where we spent our money. That's reversed now. You come in, and play a bunch of games, and ultimately you invest after that."

Sounds like justification for microtransactions to me. In all honesty though I haven't had any problems with EA in quite a while, and it has seemed more than anything like it hasn't even existed at all. No headlines, a small offering of games. Not a lot of people liked Star Wars Battlefront, but unpopular releases are inevitable in this business.

EA has been more of a "corporate ghost," I would say.