Respawn's Vince Zampella Wants to Give DICE LA a "New Image"

Respawn's Vince Zampella Wants to Give DICE LA a "New Image"

The Respawn CEO is helping DICE LA step out of Stockholm's shadow.

One of Respawn Entertainment's co-founders has quickly become a driving force at Electronic Arts. Respawn CEO Vince Zampella will be leading the DICE team based out of Los Angeles as well, and under his leadership, it will be looking to rebrand itself as more than a support studio.

In a new interview with the Los Angeles Times, Zampella discusses how he wants to make it clear that DICE LA is separate from the Stockholm team, known for games like Battlefield and Star Wars: Battlefront. To that end, not only are there plans to launch an original, unrevealed game under DICE LA, but Zampella says the studio will "probably rebrand," and dropping the DICE name seems likely.

"We want to give it a new image," Zampella told the LA Times. "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.'"

It was reported last year that DICE LA had been put under Zampella's leadership. Given the reception of both Apex Legends and Star Wars Jedi: Fallen Order in the time since, it's easy to see why. Apex has brought in millions of players and become a major battle royale game, even as a late arrival to a tough market, and Fallen Order received positive critical acclaim.

Meanwhile at Respawn, the LA Times says that Fallen Order leader Stig Asmussen will continue to direct a narrative-driven branch of the studio, while Apex Legends is being overseen by Chad Grenier, an Infinity Ward alum who came over to Respawn with Zampella. Respawn is also working on the Medal of Honor VR game Above and Beyond. Zampella teases that there "might be more," but his role has become more of a head coach.

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Eric Van Allen

News Editor

Eric is a writer and Texan. He's a former contributor to sites including Compete, Polygon, Waypoint, and the Washington Post. He loves competitive games, live music, and travel.

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