Recently, Electronic Arts CEO Andrew Wilson made some bold statements during the company’s earnings call that left many in the gaming community scratching their heads. While discussing the next installment in the Battlefield series, Wilson hyped it up as “another tremendous live service.” This raised eyebrows, as the Battlefield franchise has had its fair share of divisive releases in recent years. With the troubled launches of Battlefield 5 and Battlefield 2042, it is questionable whether the series truly has a “tremendous live service” to boast about. Additionally, Wilson mentioned that the development team working on the next Battlefield is the largest in franchise history, aiming to create a universe that spans connected multiplayer and single-player experiences.
The news that EA Motive, the developers behind the upcoming Dead Space remake, are now working on Battlefield while the studio dedicated to single-player Battlefield experiences has been shuttered leaves the future of the franchise in doubt. It is clear that EA is placing a heavy emphasis on turning Battlefield into a live service game, much like its competitors Call of Duty and Destiny. However, with a history of problematic launches, it remains to be seen if this new direction will resonate with players.
Perhaps the most controversial aspect of Wilson’s comments was regarding the potential implementation of advertisements into traditional AAA games. Wilson stated that advertising could be a significant driver of growth for the company and hinted at thoughtful implementations within game experiences. This is a risky move, considering the backlash EA faced when UFC 4 featured full-screen ads for the Amazon Prime TV show The Boys. Fans were quick to criticize the decision, leading to a reversal of the ad placements. Past EA titles, such as Need For Speed: Underground 2, have also dabbled with in-game ads, indicating a pattern of experimentation with this revenue stream.
As EA moves forward with its plans for the future of the Battlefield franchise and explores new revenue streams through in-game ads, it will be interesting to see how players and the gaming community respond. The company’s focus on live service games and potential shifts in advertising strategies may shape the gaming landscape in the coming years. Ultimately, the success of these decisions will depend on how well EA balances player expectations with financial goals. Only time will tell if these controversial statements will pay off in the long run.
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