EA Games label boss Frank Gibeau has said controversy can have a positive effect on games, and that publishers should actively seek it in some cases.
"Look, when you're building new IPs and you're building games and you're looking at an entertainment audience, they see a lot of messages," he told IndustryGamers.
"Controversy isn't a bad thing. I personally believe you should court controversy. You should do it in a way that matches the creative integrity of the game.
"You shouldn't do it in a gratuitous way," he added, "but if it matches the creativity of the game... I loved it when Fox News did the lesbian aliens on Mass Effect. I love when they covered the Taliban; I loved it when they covered the Bulletstorm stuff.
"In each one of those cases, it was true to the game and we were trying to do something creatively. The fact that their point of view is different than ours and represented an audience out there is fine by me. I felt we could stand up and defend what we did and be aggressive about it and be proud of it."
Each of the games in question has been well received by critics, and last year's Medal of Honor sold enough copies to justify a sequel in the publisher's eyes.