Respawn Founder To Head DICE LA With Plans To Rebrand And Launch New Game

A new head comes for the LA branch of DICE.

Posted By | On 03rd, Jan. 2020

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It seems things are due for a potentially big shake up behind the scenes at one of EA’s biggest studios. For years, DICE has been the main team driving the hugely popular Battlefield series, as well as the newly launched Star Wars Battlefront series that’s seen its own success. While it’s doubtful that will change anytime soon, one big thing will in leadership positions.

As reported by the LA Times, Vince Zampella, Founder of Respawn Entertainment, will take over leadership of the LA branch of DICE. He apparently has some bold plans that include a possible name change. Whatever this new venture ends up being, it will be totally different from Respawn and the main DICE studio in Stockholm. Zampella also references a major, as of yet unannounced, title from the studio.

“We will probably rebrand,” Zampella says. “We want to give it a new image. We want people to say, ‘This is a destination you can go and make new content.’ I think they’ve kind of gotten the branding that they are the support studio for DICE Stockholm. I think rebranding is important for showing people, ‘Hey! Come work here. We’re going to do some amazing things.’”

What that will ultimately mean to consumers, if anything, remains to be seen. Ever since founding Respawn in 2015, that studio has seen some incredible success over the last few years, even if they haven’t been without a few stumbles. We’ll have to see if Zampella can do the same for DICE LA.


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