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.
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.”
Click here to read the full feature.