Electronic Arts to Offer 'Battlefield Heroes' As Free Download

Will test out new play for free business model where it makes money not from game sales, but from in-game advertising and character upgrades for things like special weapons, speed, etc..

Apparently frustrated by the extensive levels of piracy plaguing the desktop gaming biz, Electronic Arts has announced a new approach to the industry with its new free to play business model whereby a game is given away to consumers for free, and it generates revenue instead through advertising and micro-transactions.

Rather than sold at retail, the game aims to make money through advertising and small in-game transactions that allow players to spend a few dollars on new outfits, weapons and other virtual gear.

"Online gaming garners a massive audience," said Gerhard Florin, EVP Publishing Americas-Europe at EA. "People want to play games in new ways, with easier access that is quick to the fun. With Battlefield Heroes, EA brings its first major franchise to North America and Europe with a new distribution model and pricing structure adapted to the evolving way that people play."

EA's most recent experiment with free online games began in 2006 in South Korea, the world's most fervent gaming culture. It introduced a free version of its FIFA soccer game there, which generates more than $1 million in monthly in-game sales.

Players can pay not only for items like shoes and jerseys but also for boosts in their players' speed, agility and accuracy.

With "Battlefield Heroes," EA hopes to bring that basic system of "microtransactions" to Western players, along with increased advertising.

"We put a different twist on this Battlefield game going with the cartoon-style graphics and gameplay," added Ben Cousins, Senior Producer at EA DICE. "There?s something here for all types of players -- be it our core Battlefield fans or casual gamers. 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. As a game developer, it is such a cool new way to make games."

"Battlefield Heroes" will be released for PCs in the summer. EA hopes it will lead to Western game publishers looking to diversify beyond appealing to hard-core players with games that can top $60.