EA views Star Wars: The Old Republic "as a ten-year opportunity", according to chief financial officer Eric Brown.
"The key thing here is to really perfect the product," he said at a UBS conference in New York (via MCV), before noting that the title won't need World of Warcraft level subscriber numbers to be profitable.
"We're shooting for an extremely high quality game experience. We view this as a ten-year opportunity.
"Our assumptions for break-even and profitability are not seven-digit subscribers. We think we can run and operate a very successful and profitable MMO at different levels."
EA said last week that The Old Republic will launch sometime between April 2011 and the end of next year.
Shortly after, Activision Blizzard boss Bobby Kotick said he isn't "hugely concerned" about the possibility of The Old Republic tempting World of Warcraft subscribers away.