EA recently polled customers to describe EA Sports. The answers that emerged were: "Exclusive," "Difficult," "Intimidating" and "Not an easy entry point."

Unsurprisingly, McCarthy and EA found the results "Concerning. Particularly concerning when growing the market."

EA Sports has tried to appeal more to the mass market with the Wii-exclusive "All-Play" game modes that simplified control schemes for casual gamers. Apparently, the initiative hasn"t made much of an impact on EA Sports" hardcore-ish image.

The poll did find that Xbox 360 and PS3 gamers (i.e. more "core" gamers) equated EA Sports games to "A night cap with Halle Berry," "Playing like a pro" and "Peanut butter and jelly."

All good things, for certain.

The company then sought for a sports game reference point--Wii Sports. Players said that game was like "A chocolate sundae," "Being a kid again" and "The first day of summer."

Nintendo"s Wii Sports offers a feeling of "warmth" lacking in EA Sports titles, said McCarthy.

He illustrated his point by asking Wii Sports users what they thought of EA Sports titles on Wii: "Trying to drive a Euopean car," "Drinking water instead of lemonade" and "Square peg in around hole."

To that McCarthy said, "[That"s] not the experience you"d want to have. ... Nintendo is really opening up a new audience here."

One way that EA Sports hopes to attract a wider audience is through the use of new EA Sports peripherals, which may be unveiled at E3, McCarthy told Next-Gen.

Another method of attracting the mainstream is through the newly-announced Freestyle label, whose titles will implement accessible gameplay and visuals that appeal to a wide market.

McCarthy said that EA Sports boss Peter Moore has issued three initiatives for the division: "Capturing our core with breakthrough innovation"; "Expand our brand with Wii exclusive experiences"; "Captivating the masses with new EA Sports Freestyle Launch."

McCarthy also described baby boomers as a serious target for EA Sports and the industry as a whole. "Trust me: these people are going to start gaming in droves," he said.

"We want to bring groups of people back together again and again and again to play."