EA trials 'free' online gaming

22 January 2008

Games giant Electronic Arts (EA) is trialling a new, free-to-play version of its online combat game Battlefield.

Battlefield Heroes, described as a 'cartoon shooter', will be available from this summer, and will cost nothing to download or play.

The publisher says that the game leads its new "Play 4 Free" web-based business model, which will generate income through advertising and 'micro-transactions'; in this case thought to be the ability to purchase graphical upgrades for characters.

The Battlefield franchise has been hugely successful for EA and its Swedish developer DICE since Battlefield 1942 launched in 2002, so many in the industry will be watching the publisher's move with interest.

EA spokesperson Gerhard Florin said: "People want to play games in new ways, with easier access that is quick to the fun."

EA DICE senior producer Ben Cousins added: "With the new online model, we will continually add new content to keep the game fresh and keep players engaged."

"As a game developer, it is such a cool new way to make games."

Category: Online marketing, Other