"That's something that we, as we get new ownership into it, can react to and try to establish," Nilsson said at Gamescom, referring to Need for Speed: Rivals developer Ghost Games, which has taken on the racer franchise from Criterion Games.
That goal becomes complicated when there's a movie in the mix, though Nilsson said there is "inspiration going back and forth" between Hollywood and EA. "But what I'm saying in the future is that there'll be probably be a much more handheld approach between where you see each product of Need for Speed going, like you can understand what's happening.
"Why does it have to be: okay, Need for Speed this series is black, Need for Speed that year is white. Whatever I do, I want to know [what I'm getting]."