EA: BFBC2 wont beat MW2 this time

Publisher EA has conceded that Battlefield: Bad Company 2 won’t outsell its direct rival Call of Duty: Modern Warfare 2 this time out – but its believes the foundations have been laid for future success.

The company spoke quite openly about its aspirations for the title upon its release earlier this year, and analysts have since pegged the series’ as a real contender for the console FPS throne.

It’s been great,” VP and UK GM Keith Ramsdale told MCV. The press reaction has been focused largely on how good the multiplayer is. It’s now recognised as genre defining, and the way the market’s going, that’s key.

Are we going to beat Modern Warfare sales this year with any single title? No. But do we have a long-term goal of taking more market share or possibly growing the market? Yes.”

Elsewhere in the interview, Ramsdale outlines the five elements EA now sees it main business as falling into – football, racing, Sims, shooters and fitness.

We consider them all to be year-round opportunities,” he added. And that means year-round work with retail, year-round marketing and year-round communication with the communities – a key part of which is new content.”

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