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 Battlefield Heroes  Hits 7 Million Users

Battlefield Heroes Hits 7 Million Users

March 8, 2011 | By Leigh Alexander

Electronic Arts' free-to-play Battlefield Heroes has reached 7 million registered users, and the game will celebrate its players by offering them various promotions for the seven-day period between March 8 and March 15.

Users will receive 77 bandages, 77 wrenches and 77 Battlefunds just for logging in, and can buy a week-long boost to all their stats for 777 Battlefunds. The free-to-play PC game allows players to purchase items via microtransactions.

Battlefield Heroes is a cartoon-styled third-person shooter that aims to bring the Battlefield brand's franchise to a "mass audience." Developed by EA's DICE studio, it launched in June 2009, and it had reached 3 million users by December 2009.

The title's been part of EA's efforts to address the digital revenue and online space, as increasing its revenue mix from those avenues is a primary pillar of its market strategy.

Controversy briefly stirred around Battlefield Heroes when the company rearranged the game balance to make it less easy to earn rewards by playing completely for free, but the game appears still to be adding users.

The success of Battlefield Heroes has led EA's Stockholm-based Easy studio -- a spin-off within EA that now operates the game and the company's other free-to-play initiatives -- to begin work on Battlefield Play4Free, which general manager Ben Cousins discussed at the Game Developers Conference last week. Battlefield Play4Free's launch is just four weeks away.

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