Criterion’s trajectory is charting a new course, distinct from the legacy that first made it famous. For many veteran gamers, the studio’s name still conjures images of the high‑octane, crash‑filled chaos of Burnout, a series that paired relentless car‑chasing with a punk‑rock soundtrack and a visual style that felt like a roller‑coaster on wheels.
That franchise was so central to the studio’s identity that a sculpture of a car bursting through a wall once dominated the lobby of its Guildford headquarters, a physical tribute to the brand’s impact. The expertise honed on Burnout later fed into the Need for Speed series, both at Criterion and at its sister studio Ghost Games, culminating in the 2022 release of Need for Speed Unbound, the most recent entry in that long‑running franchise.
During a recent visit to the studio’s 30‑year anniversary, the iconic car sculpture was gone, and many of the original architects of that era had moved on. Vice‑President Matt Webster departed alongside other veterans to launch Fuse Games, which is set to release the Burnout‑inspired Star Wars title Galactic Racer.
Former leaders Fiona Sperry and Alex Ward founded Three Fields and delivered the demolition‑driven title Wreckreation, with Sperry now heading its successor, When Tides Turn, working on Wreckreation 2. A fresh logo, a re‑energised team, and a new strategic focus now define the studio.
In 2023, Criterion was formally placed under the EA Entertainment umbrella with a clear mandate: to become a core contributor to the Battlefield franchise. At the time, EA hinted that Criterion would continue steering future Need for Speed projects, yet that series has been dormant while Battlefield has surged to new heights following the massive success of Battlefield 6. Transitioning from vehicular mayhem to large‑scale combat may appear dramatic, but studio leaders argue it is a natural extension of their AAA pedigree.
In an interview with GamesIndustry.biz, producer Stefan Wittelsbürger emphasized that Battlefield is now Criterion’s primary focus. “We are a Battlefield studio,” he declared. “With Battlefield 6 we delivered key components alongside EA Motive, Ripple Effect, and DICE. Criterion has become an essential pillar of Battlefield Studios, and everything we bring—our heritage, expertise, talent, and unique development philosophy—shows up in Battlefield 6.” This isn’t the first time Criterion has touched the Battlefield series.
The studio contributed to Battlefield 5 (2018) and Battlefield 2042 (2020). Rebecka Coutaz, VP and GM of Battlefield Studios Europe, which oversees both DICE and Criterion, noted a shift in how the studio is now involved: “Previously we were brought in near the end of development. This time we were invited at the very start, allowing us to embed our strengths—instant reward, intensity, adrenaline, player‑centric design—from day one, giving us a far greater impact.” With four studios collaborating on Battlefield 6, the division of labour can be opaque from the outside.
Wittelsbürger clarified that Criterion was heavily involved in the single‑player campaign, especially the final two missions, which received widespread critical acclaim. “We worked closely on core systems—destruction, combat fields, weapons, hardware, and vehicle handling.
Our fingerprints are on what you see, how soldiers behave, and how vehicles react. All of that stems from decades of experience and sets us up for even bigger ambitions.” Even as many gamers still label Criterion the Burnout studio, current leadership insists that the same DNA—controlled chaos, momentum, spectacle—remains evident in their work today. Operations Director Amy Pejic described this as “the Criterion fingerprint,” noting that the feel of rapid, exhilarating gameplay that defined Burnout still threads through their current projects. “We aim to craft memorable moments that people will talk about for years,” she added, emphasizing the studio’s desire to keep that legacy alive.
Wittelsbürger echoed this sentiment, citing the eighth mission of Battlefield 6, Operation Ember Strike, as an example of the studio’s dedication to spectacle: “The SAM destruction, the drone’s subtle vibration, the bomb drops—all those elements were fine‑tuned to delight players. That pursuit of awe is at the heart of our development philosophy.” Criterion’s evolution did not happen overnight.
After Burnout Paradise (2008), the studio spent years on Need for Speed titles before contributing the Firestorm battle‑royale mode to Battlefield 5. Earlier still, they released the first‑person shooter Black in 2006, showing a breadth of experience across genres. Wittelsbürger summed this up: “Our varied portfolio demonstrates to EA that we can tackle many challenges, cementing our place within Battlefield Studios.” Today, Criterion employs 164 staff members, a stark contrast to the 30‑person team in 2017.
The workforce is split between Guildford and Wilmslow, and while no one has been there for the full 30‑year history, many have ten‑plus years of experience, bringing expertise from other leading European AAA studios. The atmosphere during the press visit was upbeat, reflecting confidence in the studio’s role in a major release.
Pejic explained that growth will be driven by project demand: “If we’re supporting a live game, expansion may be limited; otherwise, we’ll scale strategically where it makes sense.” Talent acquisition remains a priority. Wittelsbürger highlighted outreach programs, internships, and a commitment to fresh perspectives: “We want the brightest talent, diverse backgrounds, and multicultural ideas. Creativity flourishes when you have pluralism, and that leads to better products.” Some observers might view Criterion’s shift to a large franchise as a cautionary tale—an innovative studio absorbed by a corporate giant and repurposed for a flagship series. However, leadership reports high morale and a hunger for new challenges.
Pejic noted an increased “appetite for swag” as a light‑hearted metric of enthusiasm. “When we launched Battlefield 6, genuine excitement was palpable,” she said.
“We’re bringing in early‑career talent, interns, and people with unique viewpoints. The blend of historic heritage and fresh ideas creates a healthy, dynamic environment.” Coutaz summed up the studio’s ambition: “We want to be a British powerhouse. Criterion has always been defined by continuous evolution, 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 story is one of reinvention without losing its core identity. From the roar of Burnout’s engines to the thunder of Battlefield’s artillery, the studio leverages its legacy of high‑energy, player‑focused design while expanding its technical capabilities and talent pool.
With a clear focus on Battlefield, a growing team, and a commitment to both heritage and innovation, Criterion appears poised for a bright future as a leading force in the UK game development landscape.