Most gamers are used to the idea of downloadable content, as
shown by the massively popular Guitar
Hero and Rock Band titles. However,
full-version downloadable games usually come with a "caveat emptor"
byline -- be it monthly subscription fees for MMORPGs, in-game items that can
only be purchased with real money, or the widely-disliked ad-supported flavor.
EA is now trying out the latter business model with their
variant dubbed "Play 4 Free" and is hoping that the Battlefield
franchise will help them gain a foothold in the form of Battlefield
Heroes.
Battlefield Heroes is a cartoon-styled game from DICE, best known for
being the team behind Battlefield 1942
and Battlefield 2. Heavy emphasis is
being placed on the "easy to learn" aspect of the game, but hardcore
players worried that this will lead to a mediocre experience have been promised
"robust character customization" and a "deep online meta-game"
to hold long-term interest as well. As part of this system, the matching system
in Battlefield Heroes will attempt to pair players of equal skill against each
other.
EA is taking two of the three main caveats previously mentioned --
microtransactions and advertising -- and modifying each one slightly in an
attempt to make them more palatable. The purchasable items will be cosmetic
rather than functional; a player could pay a $1 fee to give their in-game
avatar an outrageous hairstyle, but wouldn't be able to buy a more powerful
weapon or improved armor. The advertising will be done on the "front
end" of the game -- loading screens, lobbies, and other less-intrusive
locations.
In addition to the piecemeal pricing structure set by EA, DICE is taking a
similar approach to content. "With the new online model, we will
continually add new content to keep the game fresh and keep players engaged,
while integrating player feedback in real time," said EA DICE senior
producer Ben Cousins.
Battlefield Heroes is scheduled for a summer 2008 release.
