One of EA’s biggest admissions during its earnings call this week was Battlefield V being a “flop”: the game managed to sell 7.3 million copies in the third quarter, but that was a million less than company predictions. While EA president Andrew Wilson has blamed its long development cycle, which led to delays, as well as poor marketing, many gamers say it simply lacked compelling content. Others claim it suffered from controversy (e.g., female soldiers and other “historical inaccuracies”). In any case, EA did tell gamers not to buy the game. “You should expect that we will be more innovative and more creative around both marketing campaigns and how we bring games to market and more diligent in our operation against execution of the project plans around development of video games going forward,” he said. “I mean, it’s something we are taking very seriously across the full landscape of development.” Wilson later went on to note that “Titanfall 2” also struggled with a marketing problem.