Criterion’s trajectory is taking a very different shape from the one many long‑time gamers remember. For a generation that grew up with the studio’s high‑octane, crash‑filled racing titles, the name Criterion instantly conjures images of Burnout’s reckless speed, its punk‑rock soundtrack and the iconic car‑smashing sculpture that once dominated the lobby of its Guildford offices. That era cemented the studio’s reputation as a master of chaotic, adrenaline‑pumping gameplay, and the expertise honed on Burnout later filtered into the Need for Speed series, culminating in the 2022 release of Need for Speed Unbound, the most recent entry in that franchise.
During a visit to the studio on its 30th anniversary, the once‑prominent sculpture was gone, and many of the veterans who defined the Burnout period have moved on. Former VP Matt Webster left to launch Fuse Games, which is about to release the Burnout‑inspired Star Wars: Galactic Racer. Fiona Sperry and Alex Ward founded Three Fields and delivered Wreckreation, while Sperry now leads the successor studio When Tides Turn, working on the sequel.
The company now sports a fresh logo, a re‑energised team, and a new strategic focus: as of 2023, Criterion was officially folded under the EA Entertainment umbrella to concentrate on Battlefield. Initial reports suggested that Criterion would continue to spearhead future Need for Speed titles, yet that series is currently on pause, while Battlefield is enjoying a resurgence after the commercial triumph of Battlefield 6.
Shifting from car‑centric chaos to large‑scale combat might appear drastic, but studio leadership frames it as a natural extension of their AAA pedigree. In an interview with GamesIndustry.biz, producer Stefan Wittelsbürger emphasized that Battlefield is now Criterion’s primary mission. “We are a Battlefield studio,” he said.
“With Battlefield 6 we delivered key components alongside EA Motive, Ripple Effect and DICE. Criterion has become a vital pillar of Battlefield Studios, and our focus is entirely on Battlefield. The elements that delight players – our heritage, expertise, talent, history and our unique development approach – are all reflected in Battlefield 6.” This isn’t the first time Criterion has touched a Battlefield game.
The studio contributed to Battlefield 5 (2018) and Battlefield 2042 (2020). Rebecka Coutaz, VP and GM of Battlefield Studios Europe, notes that the partnership has deepened: previously, Criterion was brought in late in the development cycle; now they are involved from day one, allowing them to imprint their signature intensity, adrenaline rush and player‑centric design from the outset.
With four studios collaborating on Battlefield 6, it can be difficult for outsiders to discern each team’s responsibilities. Wittelsbürger clarified that Criterion was "heavily involved" in the single‑player experience, especially the final two missions, which received widespread critical acclaim.
He added that the studio also worked on core systems such as destruction mechanics, combat fields, weapon handling, hardware integration and vehicle physics. "Everything you see – how soldiers move, how vehicles behave – bears our imprint," he explained, stressing that the accumulated experience of the team positions them for even larger contributions in future projects.
Even though many gamers still associate Criterion with Burnout, the current leadership argues that the studio’s DNA remains consistent. Operations director Amy Pejic described the "Criterion fingerprint" as the minute‑to‑minute feel, player momentum, controlled chaos and spectacle that defined Burnout and now surfaces in Battlefield work. "We aim to craft memorable moments that people talk about for years," she said. "It’s wonderful that Burnout still resonates, and we want to continue delivering those unforgettable experiences." Wittelsbürger echoed this sentiment, pointing to the spectacular set‑piece in Battlefield 6’s eighth mission, Operation Ember Strike, where the SAM destruction, drone vibrations and bomb drops created a visceral sense of awe.
He argued that delighting players – delivering that "awesomeness" – is the core of the studio’s philosophy, a through‑line from their racing roots to modern shooters. Criterion’s evolution has been gradual rather than abrupt. After Burnout Paradise (2008) the team spent years on Need for Speed, then contributed the Firestorm battle‑royale mode to Battlefield 5, and even released the 2006 first‑person shooter Black.
Wittelsbürger summed this up: "Our varied portfolio shows EA that we can tackle many challenges, which solidified our place within Battlefield Studios. The breadth of work we can deliver is extensive." Today the studio employs 164 staff, a stark contrast to the 30‑person team of 2017. Employees are split between Guildford and Wilmslow, with many having over a decade of experience in AAA development across Europe. The atmosphere during the press visit was upbeat, reflecting optimism about the studio’s role in a major live‑service title.
Pejic explained that growth will be tied to project demand: "If we’re supporting a live game, expansion may be limited; otherwise, we’ll scale where it makes sense." Wittelsbürger highlighted the importance of fresh talent: internships, outreach programs and a multicultural hiring approach keep the creative pipeline vibrant. "We want the brightest minds, fresh perspectives and diverse backgrounds," he said, believing that pluralism leads to better products. Some observers might view Criterion’s shift to a flagship EA franchise as a cautionary tale of a once‑independent studio being absorbed.
However, leadership insists the studio remains hungry and enthusiastic. Pejic noted an increase in "appetite for swag" as a light‑hearted metric of morale, and described palpable excitement during the Battlefield 6 launch. The studio is actively recruiting early‑career talent, encouraging them to challenge entrenched habits.
"When someone says, ‘That’s how we’ve always done it,’ it can kill innovation," Pejic remarked, emphasizing the blend of legacy knowledge with new ideas as a healthy dynamic. Looking ahead, EA’s corporate owners have lofty ambitions for Criterion. Coutaz summed it up: "We want to be a British powerhouse.
We’ve always evolved, and as a Battlefield studio I truly want Criterion to be regarded as the best studio in the UK. That’s the goal we’re working toward." In summary, Criterion’s past as the Burnout powerhouse informs its present as a key contributor to Battlefield. The studio’s heritage of high‑energy, player‑focused design continues to shape its work, while a growing team, fresh talent and strategic alignment with EA position it for a bright future as one of the United Kingdom’s leading game development studios.