GCSE Media Studies : Marketing and
promotion of videogames
Battlefield
3 - Electronic Arts
Battlefield 3 is a first-person shooter developed and published by Electronic Arts (EA), released globally from October 25th-November 2nd 2011. The game resulted a sale quotient of 5 million copies (priced at a launch price of approximately £50) within its initial week of release on platforms XBOX 360, WIndows PC & Playstation 3.
Reactions from game critics and magazines were generally impressed and reviews suggested the game to consist of an 'unmatched experience'. Review scores ranged from 8/10 to 9.5/10.
According to EA, Battlefield 3 garnered 3 million pre-orders by the day of its release.The pre-order total makes it "the biggest first-person shooter launch in EA history", according to the publisher.
According to EA, Battlefield 3 garnered 3 million pre-orders by the day of its release.The pre-order total makes it "the biggest first-person shooter launch in EA history", according to the publisher.
Awards
- Best Shooter, 2011 IGN People's Choice Award
- Best Multiplayer Game, 2011 IGN People's Choice Award
- Best Xbox 360 Shooter, Best of 2011 IGN Award & 2011 IGN People's Choice Award
- Best Xbox 360 Multiplayer Game, Best of 2011 IGN Award & 2011 IGN People's Choice Award
- Best PS3 Shooter, 2011 IGN People's Choice Award
- Best PS3 Multiplayer Game, Best of 2011 IGN Award & 2011 IGN People's Choice Award
- Best PC Shooter, Best of 2011 IGN Award & 2011 IGN People's Choice Award
- Best PC Multiplayer Game, Best of 2011 IGN Award & 2011 IGN People's Choice Award
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Battlefield 3 was developed by an EA infant company - Digital Illusions Creative Entertainment (DICE). The biggest break for DICE was the release of Battlefield 1942 and its sequels and expansions. The Battlefield series jump-started their popularity. In 2004, the total value of the company was estimated at approximately US$55 million.
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BF3 was marketed heavily with over $100 million spent on the marketing campaign. After the reveal of the game (3rd Feb 2011), several trailers were released which highlighted different features of the game such as the multiplayer and single-player campaign mode. Trailer releases were promoted on YouTube, Twitter and Faceboook in the week before the release. EA released a multiplayer trailer which consisted of actual gameplay footage. Billboards and magazine advertisements were also published pre-release of the game, as well as TV ads.
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The target audience for EA's Battlefield 3 is mainly designated to young males.
The marketing and promotion campaign of Battlefield 3 was successful due to its reception in terms of sales revenue - BF3 made it is EA's single fastest selling game in history. (see http://www.pcauthority.com.au/News/278534,battlefield-3-is-the-most-successful-ea-game-of-all-time.aspx)
EA have revealed the sequel 'Battlefield 4' which is projected to launch on next generation consoles Playstation 4 and XBOX One, as well as the platforms of the prequel. This time EA have used a different approach of marketing the game by attending and promoting the game at more gaming conferences, as well as continuing to use traditional methods.
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Battlefield 3 was developed by an EA infant company - Digital Illusions Creative Entertainment (DICE). The biggest break for DICE was the release of Battlefield 1942 and its sequels and expansions. The Battlefield series jump-started their popularity. In 2004, the total value of the company was estimated at approximately US$55 million.
__________
BF3 was marketed heavily with over $100 million spent on the marketing campaign. After the reveal of the game (3rd Feb 2011), several trailers were released which highlighted different features of the game such as the multiplayer and single-player campaign mode. Trailer releases were promoted on YouTube, Twitter and Faceboook in the week before the release. EA released a multiplayer trailer which consisted of actual gameplay footage. Billboards and magazine advertisements were also published pre-release of the game, as well as TV ads.____________
The target audience for EA's Battlefield 3 is mainly designated to young males.
The marketing and promotion campaign of Battlefield 3 was successful due to its reception in terms of sales revenue - BF3 made it is EA's single fastest selling game in history. (see http://www.pcauthority.com.au/News/278534,battlefield-3-is-the-most-successful-ea-game-of-all-time.aspx)
EA have revealed the sequel 'Battlefield 4' which is projected to launch on next generation consoles Playstation 4 and XBOX One, as well as the platforms of the prequel. This time EA have used a different approach of marketing the game by attending and promoting the game at more gaming conferences, as well as continuing to use traditional methods.
DICE have
taken a more serious approach with the marketing of BF4 than with the prequel.
This has been demonstrated by EA and DICE as a whole taking advantage of gaming
events and conferences such as ‘E3 2013’. Following up to the event, EA release
a short teaser trailer with very limited information to tantalise the target market
as well as potential gamers. This was successful move because this information
was circulating over social media websites such as YouTube, Twitter and
Facebook.
Plenty of
promotional material such as posters was distributed in EA games as well as
being put up in popular public locations – promotional method.
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