EA: we had a "rocky start" on Xbox 360 and PS3, but our new IPs and Frostbite will dominate Xbox 720 and PS4

[Slimebeast]

I wander what they mean by rocky start on X360 and PS3. Specifically, what games didn't meet the expectations commercially?

Off the top of my head I can only come up with one EA early generation game, MoH Airborne, that was a huge failure.