Not content with kicking sand in the face of Wing Commander fans with the dreadful Wing Commander Arena, EA is now turning its attention towards bringing us a new game based on the Ultima franchise.
Look, EA, when I said I'd like a new Ultima game, I meant a new Ultima game. Not... this.
Meet Lords of Ultima, a "game where you build your own unique city and play with thousands of other players". It's been developed by Phenomic, the team behind Battleforge, and while I have no idea how it plays (the beta servers are currently full), I know one thing.
EA needs to stop this.
Ultima is not a house-hold name. It's well-known in PC circles, yes, but as a role-playing game. So why dig it up only to completely misuse it? It is, like Wing Commander, a nostalgic indulgence. People remember the series for what it was, and for what it did around the time of its release.
Lords of Ultima could be great, I don't know, I haven't played it. But I know that, as an Ultima fan - surely the type of person EA is trying to appeal to by using the brand name - I don't much care for the way a cherished brand is being plastered over something completely unrelated.