EA label's president Frank Gibeau has told the BBC that the publisher wants to stop being "hated" while admitting that the company has perception issues.
Discussing EA's dubious honour of being the only company to be voted the Worst Company in America twice the executive commented "That type of feedback is disappointing personally for people inside of EA because we love our company and the games that we make.
"We're in the business of entertaining and exciting people, and when our business policies get in the way of that and we hear this reaction and see this feedback we have to take note of it. We're not tone deaf."
EA recently retired its controversial Online Pass program saying the decision came about in part because of user feedback.
Defending the company's policies he said "In the console business there frankly isn't much of a business for games outside of the top 20. You have to really get into the charts to make the initial investment in these games work. We're really trying to create epic products that have a chance to reach the widest possible audience."