EA development/research is very similar to CODEC standard research

The difference is that CODEC standard is public and open source which is designed by organization/company as well as a lot of researcher from colleagues/institues. EA is more like a "Codec" designed by personal and kept as private. recently i am working on designing various "Mode"/"status" for my own EA and find it's very close to the research job as the "intra/inter prediction" algorithm research for a H.264/H.265 codec.