In July, EA will launch a major campaign talking about the future of the platform and showcasing its new products. 

While Jackson said reaction to the new identity has been largely positive so far, he and his team also feel the weight of the brand’s legacy: “The more familiar people are with the current brand, the higher their expectations,” he said. 

Despite the pressure of appealing to generations of fans, Jackson’s advice to other brand leaders approaching a pivot is not to take the easy route. 

“We’d love if people love what we built, but we don’t mind if people absolutely hate it as well. The one thing we couldn’t be is ignored or irrelevant in the middle,” he said. “You see a lot of safety now, a lot of derivative work [from brands]. We don’t operate in the margins of ‘fine.’ Football is win or lose—glory or nothing.”