As Criterion rebrands on its 30th anniversary, are its beloved racing franchises like Burnout falling away in the rearview mirror?
Criterion Studios, a legendary UK-based developer, is undergoing a significant rebrand on its 30th anniversary. Once celebrated for hit franchises like Burnout Paradise and Star Wars: Battlefront, the studio now operates as part of the broader “Battlefield Studios” collective—one of multiple development teams working under a unified vision for EA’s flagship military shooter.
The rebrand marks a notable shift in the studio’s direction. Criterion has confirmed that Battlefield is now its primary focus, with its historical legacy in racing games and other franchises taking a backseat. The studio hosted press and influencers at its Guildford offices to discuss both its storied past and its future direction within EA’s portfolio.
The move reflects the broader industry trend of consolidation, where independent studios become integrated into larger publisher structures. For Criterion, this represents a departure from the standalone studio model that defined its 30-year history. While celebrating three decades of game development, the announcement raises questions among fans about the future of beloved franchises like Burnout, which has not received a new mainline entry since 2011. As Criterion becomes another component in EA’s Battlefield ecosystem, its storied racing heritage appears to be moving further into the rearview mirror.