The Reason Behind EA's Frostbite Engine Having a Public-Facing Brand

Electronic Arts has recently unveiled a rebranding for its internal game development engine, Frostbite. The new logo marks the first update in nearly a decade, prompting questions about the need for an internal engine to have a public-facing brand. According to Tim Cowan, Frostbite's General Manager, the engine has a long history of being a public brand, with gamers familiar with its capabilities. Cowan believes that discussing the technology behind games is essential, as it gives players an idea of what to expect from Frostbite-powered titles. The engine's unique features and capabilities are expected to deliver distinctive gaming experiences that will appeal to players. Beyond player expectations, Cowan notes that having a public-facing brand also serves as a recruitment tool. Developers are attracted to working with an engine specifically designed for game development, rather than one used for multiple purposes such as movie production or external licensing. The engine team's understanding of game development needs creates a collaborative environment that benefits both the engine team and game developers. Frostbite's flexibility is a key aspect of its appeal, allowing developers to tailor the engine to their specific needs. This flexibility was not always the case, as the engine was initially developed by DICE for the Battlefield series. Over time, it has evolved into a more general-purpose option for developers, with titles like Need for Speed, Plants vs. Zombies: Garden Warfare, and Dragon Age: Inquisition utilizing the engine. In 2015, EA attempted to transition all its games to Frostbite, but this effort was ultimately unsuccessful. Cowan acknowledges that building games and changing engines can be challenging, and the company has since adopted a more flexible approach. Game teams are now empowered to choose the best tools and technology for their specific needs, rather than being required to use Frostbite. While Frostbite is still widely used within EA, the company has become less rigid in its approach. New releases like Dead Space, PGA Tour, and UFC 5 have utilized the engine for the first time, and developers are free to explore alternative options, including other internal engines or external engines like Unreal or Unity. Cowan emphasizes that EA no longer strives to make Frostbite the engine for every game, instead focusing on making it the best engine for the titles that utilize it. This shift in approach reflects the company's recognition of the unique needs of each game and its commitment to delivering high-quality gaming experiences.