Rebooting Medal Of Honor
May 4, 2010 Page 2 of 3
Would you say that a lot of the fault for Medal of Honor's fall lies within EA itself, as well as the innovation that these competitors are coming up with?
FG: At the same time that MOH was falling on tough times, Battlefield 2 had shipped and was really showing some innovation. So it wasn't really an EA thing, but that [the MOH] franchise in particular was having some challenges.
But with regards to the Battlefield franchise, at the same time, they had come out with Battlefield 1942 which was a PC shooter, the Battlefield 2 franchise, and we started to lay the tracks for Bad Company 1, and recently we had success with Bad Company 2.
In this business, it takes time for teams to gel, and getting them through a couple versions of the game is really where you get to maximum quality and big ideas. These guys are going to build this over time, and it's part of our strategy to take back the shooter category.
How will Medal of Honor break through the noise in such a competitive market? Will there be more marketing? What will EA do to put in consumers' heads that Medal of Honor is back?
FG: I've always had a philosophy in the games business that you have to win the core first. You have to be seen as quality, legitimate, and relevant for gamers, then you build out from there, and that's where you pick up the mass market.
What we've been doing over the last couple months and what we'll be doing in the summer is really appealing to the core shooter fans, that they know that Medal of Honor is coming, it's a quality product, it's kick-ass, it's got all the features and story they want.
At the same time, we're laying the groundwork for a true mass-market campaign. It'll be a big launch with a lot of dollars behind it. We're going to go in and we're going to compete.
Overall, it's not just Medal of Honor this year. We're also looking at the sci-fi subgenre, we've got relationships with both Crytek and Epic, two of the most incredible developers in the world that are creating shooter products for us as well. From an overall shooter portfolio standpoint, we fully intend to go into the shooter category to shake it up.
Do you feel like what's happened at Infinity Ward and the new Respawn has put you in a really good position to take over from Activision, which has ruled that category?
FG: They certainly have. Infinity Ward, what they were was a spectacular development organization. Jason [West] and Vince [Zampella, Infinity Ward heads] and their team there clearly created and did things in the entertainment business that have never been done for in gaming. So lots of respect to them. Those guys are big players.
The fact that we were able to take advantage of an opportunity that came our way and partner with Respawn and create a relationship with them has been spectacular, something that we're very excited about. It's a key part of how we're growing our EA Partners business going forward.
That was something that fell into our laps, after they were terminated and announced they were free and independent, and we went for it. The fact that those guys are doing what they're doing, we're very excited.
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