DICE Will 'Probably' Rebrand Says Incoming Studio Head Vince Zampella

Published: January 6, 2020 10:30 AM /


DICE takeover logo shadow

DICE is set to rebrand as incoming studio head Vince Zampella is poised to take over in 2020.

You might not immediately recognize the name Vince Zampella, but you've surely heard of some of the games he's put work into. Call of DutyMedal of HonorApex Legends. This is a man who knows his shooters and he'll soon be taking command of Battlefield V developer DICE — and probably changing its name, too.


"We will probably rebrand," Mr. Zampella said in an interview with the Los Angeles Times. "We want to give it a new image. 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 rebranding is important for showing people, ‘Hey! Come work here. We’re going to do some amazing things.'"

DICE rebrand BF5 planes

New DICE Coming In

"For a small studio to do as much as I want to do, it made sense for us to join forces with EA. 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 L.A. falling under me now, is exciting. I want to challenge myself. I want to do something bigger and funnerer." — Incoming DICE Studio Head Vince Zampella

For the immediate future, DICE L.A. is focusing on Medal of Honor: Above and Beyond, a virtual reality title set in World War 2. Beyond that, his experience at past companies will likely be brought to bear, possibly in developing an entirely new intellectual property. (My money is on some kind of shooter, but who can say for certain?)

What's clear is that Mr. Zampella has a lot of successes under his belt. Hopefully, that track record will bring DICE — or whatever it will eventually be called — into a new golden era.

What do you think of Vince Zampella taking over DICE? What would be a good name for the company's rebrand? Let us know in the comments below!



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