You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Electronic Arts CEO Riccitiello: Gaming Is the New Mass Media Mobile Put Booster Rockets on an Already Ascending Business, EA Chief Says at Ad Age Digital Conference By Kunur Patel, Published on April 06, 2011 3 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.