EA Rebrands Frostbite Engine, Shifts Strategy to Encourage Collaboration

Game teams now have the freedom to choose any development engine, marking a significant departure from EA's previous approach.

EA has rebranded its Frostbite engine, signaling a shift in philosophy towards a focus on partnership and collaboration.
The new logo retains the handprint but is no longer fractured, representing the collaborative nature of the production process.
EA has announced that its game teams are now free to develop on any engine they choose, a major departure from its previous strategy.
The Frostbite engine, originally developed for the Battlefield franchise, had caused production issues for studios developing games in other genres.
Despite the shift in strategy, Frostbite remains a key part of EA's pipeline, with six titles launched with the engine in 2023.