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EA Goes Free-To-Play: Battlefield Heroes' Producer Speaks
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EA Goes Free-To-Play: Battlefield Heroes' Producer Speaks

March 31, 2008 Article Start Page 1 of 5 Next

Discussion of the industry's business and development models has been the focus of so many articles, presentations, and conversations for months, if not years now. What business models will work in the future? What audiences should we be developing games for?

EA's Digital Illusions CE -- DICE -- is one of the company's most prominent studios. It has a history of delivering the hardest of hardcore games -- the Battlefield series of first person shooters for the PC. Contrasting that, the company has a new, free-to-play project, Battlefield Heroes, in the works right now.

Leading the charge of Asian-pioneered free-to-play games at Electronic Arts, it marks an interesting step forward for the company, and potentially for the entire Western market. Gamasutra recently got the chance to speak to Ben Cousins, senior producer on Battlefield Heroes, about the steps his studio is taking to push its own boundaries.

There are a lot of interesting things about Battlefield Heroes. The first obvious thing is that it's free-to-play, and what I'm interested in is, why did you decide to make a free-to-play Battlefield game?

BC: DICE have always been, I think, kind of at the forefront of online gaming. Whether it's 64 players in a match, back in the day, having a live team which constantly updates the game with free maps, et cetera.

So, DICE are always looking at new and interesting things in the online sphere. And if you look at what's happened in South Korea over the recent years, there's this new business model which has cropped up, which is games which are free-to-play, but where a certain proportion of the audience buy items.

And we just thought, "Well, let's just try this. We've got an existing engine, we could probably do it with a pretty small team; let's just experiment."

Now, there are a couple questions that jump off from that, but the first one is: so, the business model for the game is microtransactions?

BC: The business model is advertising in the game's website, and in the game's menu, but not in the game itself. And revenue from micro-item sales.

Which is character customization...?

BC: We think the community will define what they want to buy, and what they don't want to buy. So we're really open to selling things, and also them telling us, "Look, we don't want to buy this."

But we think there are two areas where people would be interested. First is your customization items, to change the way your character looks. Maybe you want the gold helmet and a huge mustache, or something like that; maybe a monocle. Those will be micro-items.

The other thing is what we call convenience items: So let's imagine that the two of us are playing the game, and you're playing the game every night for four hours, you're leveling up your guy really fast, but I've got like a wife and kids, and only play the game a couple evenings a week.

But I want to catch up with you, so maybe I'll buy an item which gives me double the experience points for a couple of days. So I'm still playing the game, I'm still having to be skilled at the game, but I'm just leveling up my character slightly quicker. So those are the two categories.


Article Start Page 1 of 5 Next

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