"Same ingredients, completely different meal."
EA may have started as a traditional boxed games studio, but the company has attacked the mobile space with style.
Recent developments include embedding games onto ZTE smartphones to help it become a top three OEM, while mobile revenue hit $104m in its fiscal Q4.
And now, showing its love for connected devices, EA Labels president Frank Gibeau has told IGN that the "next wave" of mobile devices may rival the visual dynamics provided by games consoles.
He said: "In the near future, the next wave of tablets and phones will have nearly Xbox 360 or PS3 capabilities in terms of graphics.
"Some of our engine technology that used to be console-specific now can, with modifications, be able to power games on tablets and on phones in the near future. We’re just getting ready for that."
However, Gibeau warns studios can't simply drop and drag a console game onto mobile.
"You have to redesign the game. You can’t just bring it over and have a virtual d-pad on the tablet. It doesn’t work.
"You have to re-architect it around touch, voice, camera. Our teams are having a lot of fun with that, reimagining an experience on a tablet using the same graphics and assets in some ways, but completely remixing the meal. Same ingredients, completely different meal. That’s kind of the way we think about it."
Story originally covered on sister site MCV.