It's a more profitable series that Mass Effect, but EA has admitted that recent RPG release Dragon Age II has "lost some fans" for the franchise.
"We were clearly disappointed with some of the response from the fanbase, because we want them to be as excited about it as we are," EA Games Label boss Frank Gibeau told Eurogamer.
"We're very proud of the game. We tried to innovate and do some different things with the combat system and some of the way we told story. For some fans it worked well. In fact, we brought a lot of new fans into the Dragon Age franchise.
"But to be honest, we lost some fans as well. They were not pleased with some of the innovations and things we'd done. We understand that and we're listening."
The publisher has also promised to listen to the feedback it received and make some changes for the next outing.
"As we think about where we take the franchise next, we're going to take that into consideration and really engage them."