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TVGB: "During their fiscal first quarter conference call today, EA CEO John Riccitello said the main reasons last year's critically acclaimed Mirror's Edge and Dead Space didn't do as well as expected was because they "managed to put these [games] right on top of some very strong competitive launches." Despite both games being "solid businesses" for the company, they "just didn't meet the expectations we had in fiscal '09." EA was also "less than pleased" with their marketing execution - a mistake they do not intend to repeat this year."

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