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Electronic Arts today announced a rebranding for Frostbite, its internal game development engine. It's the first new logo for the tech in nearly a decade.
Speaking with GamesIndustry.biz about the rebranding EA's Frostbite GM Tim Cowan addresses our question of why an internal game engine needs a public-facing brand in the first place, much less one that gets periodically refreshed.
"Frostbite's had a long history of being a public brand," Cowan says. "It's something our gamers know about…