While stereoscopic 3D has been touted as the ‘next big thing’ from television makers and other tech pundits, consumers haven’t resonated as such. EA chief John Riccitiello says the current adoption rate of 3D technology isn’t instilling the company with confidence.

As such, EA is placing its bets on new opportunities in the social space, rather than try to invigorate a market that consumers show little interest in.

“We have not seen a big uptake for 3D gaming. We have not seen a big uptake in 3D TVs in the home. We are not here trying to drive a market. We are here to react to what consumers want,” Riccitiello told VentureBeat.

“We see really high returns in these markets and very poor returns focusing on 3D, so we are allocating our resources toward new innovations.”

Nintendo is facing an uphill battle to drive sales of its DS successor — the 3DS, having announced a steep $80 price cut earlier this week. Time will tell if price is the main factor holding back this technology.

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