EA: Two or three new IPs 'always in the works', reveals at E3

They teased more is likely to be known about them at E3 this year. Recent examples of new IP include Dead Space, Dante's Inferno, and Dragon Age.

Mirror's Edge is another new IP and one that EA promise they aren't finished with yet despite poor sales, which were blamed on an overcrowded holiday slate. Does EA have a good track record for introducing new franchises?