EA’s chief creative officer describes game industry’s re-engineering on VentureBeat is an article offering EA chief creative officer Rich Hilleman's outlook on "re-engineering" their business in the changing video game market to appeal to a broader and less hardcore market. The article goes into detail on what EA is doing to capitalize on this trend, and IndustryGamers highlights Hilleman's comment that they expect to see further interim console changes, referring to the Xbox 560 and a PlayStation 3.5 before a true next generation cycle. The part we are especially fascinated by is the description of what portion of a game's budget is devoted to marketing, saying: "EA now typically spends two or three times as much on marketing and advertising as it does on developing a game."