Respawn’s Vince Zampella to lead EA’s DICE LA re-brand

Respawn’s Vince Zampella to lead EA’s DICE LA re-brand

8th January 2020 0 By Jordan Heal

Respawn’s Vince Zampella – one of the most recognisable figures in gaming – is set to lead Electronic Art’s (EA) re-branding of DICE LA.

Before Respawn, the mastermind had previously worked at Infinity Ward on the Call of Duty franchise. Since then he has gone on to spearhead more of the best known titles in the industry such as the Titanfall series and Apex Legends.

His next venture will see him head EA’s DICE LA while remaining as Respawn CEO.

Interestingly, his present company is currently hard at work on reviving the dormant Medal of Honour franchise in virtual reality (VR) form – a series which DICE LA used to lead.

While DICE has been somewhat quiet of late by serving as a support branch developing downloadable content (DLC) for the likes of Battlefield and Star Wars: Battlefront, EA is keen to re-brand it.

“We want to give it a new image,” Zampella said to 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 re-branding is important for showing people, ‘Hey! Come work here. We’re going to do some amazing things.”

He continues to shed light on DICE LA which will be kept separate from both Respawn and DICE as it looks to create unique projects, different from what has been done in the past.

“In talking to EA, they wanted the influence of me coming in to help shape the future of EA. The industry is changing, and we have the chance to be at the forefront of that. Being able to take on new challenges, like DICE LA falling under me now, is exciting,” he adds.

Interested in reading more Respawn-related news? Discover more about the developer looking for new staff to work on more Star Wars projects.