Criterion’s trajectory is moving in a direction that differs sharply from the one that made its name famous. For many veteran gamers, the studio conjures images of the adrenaline‑fueled, crash‑heavy racing of Burnout, complete with its punk‑rock soundtrack and chaotic car‑chase sequences. That series was the cornerstone of Criterion’s reputation, so much so that the Guildford office once displayed a sculpture of a car bursting through a wall as a tribute. The expertise honed on Burnout later filtered into the Need for Speed franchise, both at Criterion and its sister studio Ghost Games, culminating in the 2022 release of Need for Speed Unbound, the most recent entry in that line.
During a visit to the studio on its 30th anniversary, the iconic sculpture was gone, and many of the figures who had steered the studio during its Burnout heyday had moved on. Former VP Matt Webster departed with a group of veterans to launch Fuse Games, which is about to release the Star Wars‑themed podracing title Star Wars: Galactic Racer, a clear nod to the studio’s racing roots.
Meanwhile, Fiona Sperry and Alex Ward founded Three Fields and delivered the demolition‑focused title Wreckreation; Sperry now leads the successor studio When Tides Turn, working on the sequel. A fresh logo, a re‑energised team and a new strategic focus have emerged: as of 2023, Criterion was officially placed under the EA Entertainment umbrella to concentrate on the Battlefield franchise. At the time of that announcement, EA suggested that Criterion would continue to helm future Need for Speed projects. In practice, the racing series has been dormant, while Battlefield has surged after the blockbuster success of Battlefield 6.
Shifting from high‑speed cars to large‑scale combat may appear dramatic, but studio leadership frames it as a natural extension of Criterion’s long‑standing AAA pedigree. In an interview with GamesIndustry.biz, producer Stefan Wittelsbürger emphasized that Battlefield is now the studio’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 right now. The desire to delight players, our heritage, expertise, talent and unique development philosophy all show up in Battlefield 6.” Battlefield 6 is not Criterion’s first foray into the series.
The studio contributed to Battlefield 5 (2018) and Battlefield 2042 (2020). However, as Rebecka Coutaz, VP and GM of Battlefield Studios Europe, notes, the current involvement is deeper: “Previously we were brought in near the end of development. This time we were asked to join at the very beginning, allowing us to embed our strengths—instant reward, intensity, adrenaline, player‑centric care—from day one. That early footprint lets us make a far larger impact than a late‑stage contribution could.” 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 campaign, especially the final two missions, which received widespread critical praise. “We worked closely with core systems—destruction, combat fields, weapons, hardware, even vehicle handling,” he explained.
“Everything you see, from soldier behavior to how vehicles react, bears our imprint. Our decades‑long experience feeds into those systems, positioning us for even bigger projects ahead.” Although many gamers still associate Criterion with Burnout, the studio’s leadership argues that the same DNA—fast‑paced, chaotic, spectacle‑driven gameplay—remains evident in its current work. Operations director Amy Pejic described this as the “Criterion fingerprint”: the minute‑to‑minute feel, player momentum, controlled chaos and memorable moments that defined Burnout are still present in Battlefield’s design.
“We want to create moments people will talk about for years,” she said. “It’s wonderful that Burnout still resonates, and we aim to deliver that same lasting impact in everything we make now.” Wittelsbürger echoed this sentiment, pointing to the eighth mission of Battlefield 6, Operation Ember Strike, with its dramatic SAM destruction, vibrating drones and bomb drops. “Those elements embody our desire to delight players, to evoke awe and excitement—that’s the fingerprint Amy mentioned and a common denominator in how we develop games.” Criterion’s evolution has been gradual rather than abrupt. After Burnout Paradise (2008) the studio spent several years on Need for Speed, then contributed the Firestorm battle‑royale mode to Battlefield 5, and even released a first‑person shooter, Black, back in 2006.
Wittelsbürger summed up the studio’s versatility: “Our varied portfolio shows EA that we can tackle many challenges, reinforcing our role within Battlefield Studios. The breadth of work we can handle is substantial, and Criterion can deliver across multiple fronts.” Today the studio employs 164 staff members—a stark contrast to the 30‑person team in 2017. Employees are split between the Guildford and Wilmslow locations.
While no one has been there for the full 30‑year history, several veterans have spent over a decade with the company, and the current roster brings experience from AAA studios across Europe. The atmosphere during the press visit was upbeat, and the team expressed confidence about contributing to a major live service title.
Pejic noted that growth will be driven by project demand: “If we’re supporting a live game, growth may be modest; otherwise we’ll expand where it makes strategic sense.” Wittelsbürger highlighted the studio’s commitment to nurturing new talent: “We run outreach programs, internships and actively seek fresh perspectives. Diversity in background and thought fuels creativity, leading to better products.” Some observers might view Criterion’s shift from independent, innovative titles to a large EA franchise as a cautionary tale of a studio losing its soul. The leadership, however, insists the opposite is true.
The team feels a renewed hunger and excitement, especially as Battlefield 6 launches. Pejic remarked that the “appetite for swag” has risen, a tongue‑in‑cheek indicator of morale. She added, “We’re bringing in early‑career talent, interns and people with unique viewpoints. While we respect our heritage, we also welcome challenges to the status quo.
That blend of old and new is healthy and energising.” Looking ahead, EA’s senior executives have ambitious goals for the studio. Coutaz declared, “We want to be a British powerhouse. Criterion has always evolved, and now, as a Battlefield studio, I truly want Criterion to be regarded as the best studio in the UK.” This vision suggests that Criterion’s most vibrant era may still be on the horizon, as it leverages its storied past to shape the future of large‑scale shooters while retaining the thrill‑driven spirit that first made it famous.