Electronic Arts CEO Andrew Wilson gave a speech at the recently held B.C. Tech Summit in Canada, where he talked about the public's perception of his company, which he admitted wasn't positive. He says that the company is taking steps to change that view.
The company has been named the Worst Company in America by Consumerist.com several years in a row, with many customers airing their grievances over its consumer-unfriendly practices and policies.
"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," Wilson said.
"That's not actually what we're trying to do."
Wilson says that the company has been making strides to rebrand itself as a "player-first" company, with a responsibility towards positive social change.
"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," he said. "You come in, and play a bunch of games, and ultimately you invest after that."
The company's games this year will be headlined by Mass Effect Andromeda and Mirror's Edge Catalyst. It recently launched Origin Access on the PC.