The first-person shooter market may have been dominated by one brand in last four years, but EA has plans to change all that.
The publisher is in the final stages of arming retail with Battlefield 3, the latest and potentially greatest in a military FPS franchise which has sold tens of millions of units worldwide to date.
Battlefield 3 is not just another sequel. It represents EA’s lofty bid to directly challenge Activision’s best-selling Call of Duty franchise.
“We expect Battlefield 3 to be one of the top three games of 2011,” says EA product manager Kevin Flynn.
“The Battlefield series is a long standing prestigious successful franchise and one which is going from strength to strength. When Battlefield 3 hits it’s going to be unbelievable and that’s thanks in no small part to the Frostbite 2 engine that the incredible DICE team have developed. The five pillars of Frostbite are audio, animation, scale, rendering and destruction, which genuinely set this game apart."
‘Field of dreams
Battlefield 3 features destructible environments, a variety of weapons and huge levels including modern-day Tehran, Paris, New York and more.
Gamers can take part in both a single-player campaign and a host of multiplayer modes. Consumers can also get behind the wheel of a tank and pilot various choppers and fighter jets.
All of this has helped Battlefield 3 grab over 50 awards at industry trade events such as Game of the Show at Gamescom and Action Game of the Show at E3.
Expect Battlefield 3 to not only be one of this year’s biggest games, but an evolution of the FPS genre and a major seller at retail in the run up to Christmas and beyond.
The Battlefield 3 Physical Warfare pack comes with a Return to Karkan map pack, and access to the DAO-12 shotgun plus a suppressor for the SKS sniper rifle.
Battlelog is a free social network that features detailed player stats and lets users manage friend lists, squad up, create platoons, use voice chat and follow friends' progress in real time.
TV and print marketing started back in March, it returned for the launch of the Beta and will significantly ramp up around the game’s release. The outdoor campaign started in July with a 96 sheet poster, and there’s a national bus campaign to come as well as a secret piece of activity set to take place at Waterloo. Battlefield has already taken over YouTube three times, and there’s one more takeover still to come.