Criterion’s outlook today differs markedly from the one that defined its early reputation. For many veteran gamers, the studio’s name still conjures images of the adrenaline‑fueled, crash‑heavy racing of Burnout, complete with its punk‑rock soundtrack and chaotic car‑chase sequences.
That series cemented the studio’s brand, to the point where a sculpture of a car smashing through a wall once dominated the lobby of its Guildford headquarters. The expertise honed on Burnout later informed the studio’s contributions to 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 franchise. During a visit to the studio on its 30th anniversary, the iconic car sculpture had been removed, and many of the figures who had steered that era were no longer present.
Former VP Matt Webster departed alongside other long‑time staff to launch Fuse Games, which is set to release the Burnout‑inspired Star Wars: Galactic Racer. Fiona Sperry and Alex Ward founded Three Fields and shipped Wreckreation, with Sperry now heading the successor studio When Tides Turn, working on Wreckreation 2. A fresh logo, a re‑energised team and a new strategic direction have emerged: as of 2023, Criterion was officially folded into the EA Entertainment umbrella with a specific mandate to work on Battlefield.
Initial reports suggested that Criterion would continue to lead future Need for Speed titles, but that series is presently on pause while Battlefield enjoys a resurgence following the commercial triumph of Battlefield 6. Shifting from high‑speed cars to large‑scale combat may appear dramatic, yet studio leadership frames it as a natural extension of their long‑standing 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 said.
“With Battlefield 6 we delivered key components alongside our partners at EA Motive, Ripple Effect and DICE. Criterion has become a clear, vital pillar of Battlefield Studios, and our attention is fully on Battlefield.
The desire to delight players, the heritage, the expertise, the talent, the history and our unique development approach are all reflected in Battlefield 6.” Battlefield 6 is not the first time the studio has contributed to the franchise. Criterion provided support for Battlefield 5 in 2018 and Battlefield 2042 in 2020.
Rebecka Coutaz, VP and GM of Battlefield Studios Europe, which oversees both DICE and Criterion, noted a change in how the studio is now involved: “Previously we were brought in near the end of development. This time we were invited from the start, allowing us to apply our strengths—instant reward, intensity, adrenaline, player‑centric design—from day one, which yields a far greater impact.” With four studios collaborating on a single title, it can be difficult for outsiders to pinpoint each team’s contributions.
Wittelsbürger clarified that Criterion was heavily engaged in Battlefield 6’s single‑player campaign, especially the final two missions, which received widespread critical praise. He added, “We worked closely with core systems—destruction, combat fields, weapons, hardware, and vehicle handling. Everything you see, from soldier behaviour to vehicle physics, bears our imprint.
Our decades‑long experience feeds directly into those systems, positioning us for even larger ambitions.” Although many gamers still associate Criterion primarily with Burnout, the studio’s leadership argues that the same DNA that made those chaotic races enjoyable continues to inform their current work. Operations director Amy Pejic described the “Criterion fingerprint” as the minute‑to‑minute feel, player momentum, controlled chaos and spectacle that fans loved in Burnout and now see in Battlefield. “We aim to craft memorable moments that people will talk about for years,” she said.
“It’s wonderful that Burnout still resonates, and we want to keep delivering experiences that spark the same conversation.” Wittelsbürger echoed this sentiment, pointing to the spectacle of Battlefield 6’s eighth mission, Operation Ember Strike, with its SAM destruction, drone vibrations and bomb drops. “Those elements embody the delight we strive for—how do we create awe‑inspiring moments for our players?
That is the fingerprint Amy mentions and the common denominator in our development philosophy.” The transition from Burnout to Battlefield was not abrupt. After Burnout Paradise (2008), Criterion spent several years on the Need for Speed franchise before contributing the Firestorm battle‑royale mode to Battlefield 5. Earlier still, the studio released the first‑person shooter Black in 2006, demonstrating a broader pedigree.
Wittelsbürger reflected, “Our varied portfolio shows EA that we can tackle many challenges, reinforcing our place within Battlefield Studios. The breadth of work we can deliver is extensive, and Criterion can meet those demands on multiple fronts.” Today Criterion employs 164 staff, a stark increase from the 30‑person team in 2017.
The workforce is split between Guildford and Wilmslow locations. While no employee has been with the studio for its entire 30‑year history, several have spent over a decade, bringing experience from other major European AAA houses. The atmosphere during the press visit was upbeat, and the team expressed optimism about being part of a flagship release.
Pejic explained that growth will be driven by project needs: “We expand based on demand. Live‑service titles may see slower hiring, but future projects will dictate scaling.
Strategically we grow where it makes sense.” Wittelsbürger added that the talent pool is expanding through outreach, internships and a commitment to fresh perspectives: “We want the brightest talent, fresh eyes, multicultural viewpoints. Creativity thrives on diverse experiences, and that pluralism leads to better products.” Some observers might view Criterion’s story as a cautionary tale of a distinctive studio being absorbed by a large publisher and reassigned to a corporate franchise. However, the leadership insists that enthusiasm remains high.
Pejic noted an increase in “appetite for swag” as a proxy for morale, and described a palpable excitement surrounding the launch of Battlefield 6. She continued, “We’re bringing in early‑career talent, interns and people with unique viewpoints.
While we honour our heritage, we also encourage challenges to the status quo. After two decades in the industry, I’ve learned that clinging to ‘the way we’ve always done it’ stifles progress.
The blend of seasoned veterans and new voices creates a healthy, dynamic environment.” Coutaz summed up the studio’s ambition: “We want to be a British powerhouse. Criterion has always evolved, and as a Battlefield studio, I truly want us to be regarded as the best studio in the UK. That’s the goal we’re working toward.”