Todd Howard, as far as I know, is pretty much in charge when it comes to the creative direction of the games they develope. And he has some ties to Zenimax. Beeing a Game Director and Executive Producer. I guess Bethesda softworks is getting some guidelines by the CEOs. Or who ever is in charge. Target goals if you want so. Probably something that's as generic like, we want to sell so-and-so many units, we want to reach this playerbase, to expand more on the console market, monetizing more trough DLCs and mobile games. Discussing the current trend in the industry, what EA, Ubisoft etc. are doing right now and so on. You name it.
I would assume that Todd has a relative lot of freedom in how to achieve these goals.
That's all just what I guess of course. I never worked for such a large company. I assume they have meetings every now and then, where everyone in charge is discussing the topics.
This will be later communicated trough, no clue, presentations and brain storming with everyone, to the various departments and individuals.
As for Bethesda Game Studios, I know that BioWare was good before EA got hold of it too. Not so much anymore now that the original founders and several writers have left one-by-one to either move on to new career options or to work with new developers. Make of that what you will.
Actually, I noticed that Bioware kinda started to loose their
spirit before EA bought them. But that's just a feeling. Dragon Age was already in production for quite some time before EA took over. And it is very unlikely that what you see in Dragon Age, was most due to EAs influence. I mean those things don't happen over night. And as fun as DA was, I thought it was a huge disappointment, when I look at previous works by Bioware. You might say, Bio became a "corporate buisness" already before EA took over.
Someone made an really excelent video about it on youtube, explaining the origins of Bioware, and why they are this
corporate today. If I remember it correctly, Bioware was funded by a people that knew each other from college or something. Some beeing doctors, or something like that. They just wanted to make great games together. And it shows. Pretty much the same as with Interplay and many other game developers that grew a lot in size.
Well, so did EA, Ubisoft, Square Enix, and several other countless ones, all before they became major publishers. I wasn't in gaming at the time yet but I know that several people here at NMA actually got to see the developers become faceless corporate entities personally.
I think to remember that EA was always pretty strong with sport games. But that was 15-20 years ago. And I also remember that they had some really good titles! Though I can't say much about them today. But it seems, from what I can read, almost nothing has changed here and it's like both innovation and creativity is absolutely dead with EAs sport games. It's more about throwing out a new game every year that can be sold to the masses.