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Electronic Arts' CEO John Riccitello revealed today a shifting of his company's focus away from licensed titles and more to original brands. This helps explain EA's recent acquisition of BioWare and Pandemic Studios, which to Riccitello was worth the $860 million price tag to acquire them.

Speaking with CNN Money, Riccitello outlined in some detail EA's future plans and philosophy, of which - no surprise here - Madden is still a huge part. More importantly, he questions the game industry's ability to sustain the $60 price tag for games and admits change must be made soon.

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