Interesting that Ubisoft is willing to probe VR with a variety of content while EA has stated they're going to sit out entirely on VR. Going to be a nice public business experiment to see play out: will early VR experimental dev work end up being money thrown away or will it pay off down the road? Not that EA's choice to ignore VR can/will kill them as a business or anything, but if there ever ends up being something analogous to a Mario/sidescroller-platformer or Doom/FPS where a platform defining IP, technology and genre gets established, I think it's pretty safe to say that you're not going to be the one to find it if you're sitting in the sidelines.