Need for Speed Rivals developer talking with fans.

Need for Speed Rivals developer Ghost Games says it needs to do “a much better job” with the fans of Need for Speed going forward.

The studio aims to accomplish something “dramatically different” for the series, and to that end, Electronic Arts and Ghost Games will have “more open conversations” with fans ahead of the next Need for Speed game’s release in 2015.

Nilsson says, “We need to help define for [fans] what the Need for Speed experience is,and they can help us define what that experience is. Then we can stay true to what that experience is.”

Nilsson is already spending time on the phone with hardcore fans about the future of EA’s games. This is part of “a big movement inside EA, within every brand, really,” to engage fans in a transparent dialogue about development. “That definitely is part of the reason we’re going to do things quite dramatically different to the Need for Speed brand.”