EA's Frank Gibeau said that new elements such as co-operative play were important for growing the Dead Space franchise.
"What we've tried to do with each instalment is tell a different story about Isaac but at the same time bring in new features and ways to turn the game into a more connected experience," Gibeau told CVG.
"So we embraced [the co-op] idea and we tried to open up the accessibility of the IP a little bit by adding a little bit more action, but not undermining the horror. We can't not be a horror game because that's what Dead Space is."
"We're very self aware of that - we listen to the fans and we hear them. We're going to be releasing more assets over the coming months that show you how deep the horror is. It's definitely not getting away from gore or horror, but at the same time it's opening up to a larger audience by adding some elements.
"In general we're thinking about how we make this a more broadly appealing franchise, because ultimately you need to get to audience sizes of around five million to really continue to invest in an IP like Dead Space."
Citing recent movie release Prometheus as a source of inspiration, Gibeau said that he hopes to achieve the same success without having to compromise the original vision.
Officially announced at this year's E3 Gaming Expo, Dead Space 3 will take place on a frozen planet and features a new character named John Carver.
The game will feature drop-in, drop-out co-operative play using the new character.
The entire game can also be played alone without an AI-controlled partner, which will present different cutscenes and dialogue.
Dead Space 3, the sequel to Visceral Games' survival horror third-person shooter Dead Space 2, will launch in February next year.
Screenshot gallery - Dead Space 3 images: