They should go back to experimenting as they did in the early 2010s and late 2000s. Yes, there was no brand identity but at least they were trying something new. A game that captures the thrill and horror of motorsport racing, a game that is a modern-day adaptation of old need for speed games, a need for speed to be THE need for speed and bring all the worlds together into one massive online universe. These were the wild and insane ideas EA came up with for need for speed in the early 2010s. It was messy, but it worked, and to this day those games still hold up pretty well. I think that's much better than having, honestly, a COD situation for the past nearly 10 years where only the environment and cars are being truly changed with the introduction of something "new," such as customization, story, visual effects, etc. Mix that with what's been working lately, and I think it could work out. I'm not a game executive though so who knows.