Electronic Arts has already begun work on “three to five” new intellectual properties for the next generation Xbox and PlayStation consoles, says EA Labels president Frank Gibeau.

The games would all launch within 24 months of those consoles being released, which would be in about a year’s time, he said.

“We’re right around this period in time when the market’s going to slow down and then you have a new game changer coming with all new technology, all new hardware, and another growth period.”

According to the EA boss, his company excelled at such transitions, having “nailed” four of its five console transitions so far.

"We had a bit of a rocky start on 360 and PS3, but we're number one publisher on those consoles,” he said.

“It took us a few years to come back on it, but we learned a lot from that transition and what went wrong, and we're applying that learning to make it right this time."

The jump from standard definition to high-definition as well as the addition of online functionality to consoles tripped up EA this generation, but those mistakes would not be repeated, he said.

“'Transition is our friend' is kind of the saying we have around EA, because it gives you a chance to reset everything.

“We’ve done enough transitions in this business that we know what we’re doing, and we’re going to go after this one in a big way,” he said.

“But it is a time where you see new companies emerge as leaders and some traditional companies fall away.”