Electronic Arts Not Worried About Battlefield 1’s Xbox One Partnership; Explains Console Marketing Deals

on May 17, 2016 4:01 PM

During the Q&A session of Electronic Arts’ Investor Day, the publisher’s executive team was asked if aligning Battlefield 1 with Xbox One with a marketing deal is going to hurt it, since the PS4 is doing so well, and how they’re going to make sure that the game does well on PlayStation as well.

Investor Relations Vice President Chris Evenden explained that he doesn’t think the deal limits the game’s ability to reach a broad audience:

You know, I think this is a game for PlayStation as much as it is for Xbox as much as it is for PC. I think what DICE has done and the game that they’re building is going to satisfy the battlefield core that continues to play Battlefield 4 and Hardline, and it’s actually gonna bring a lot of additional players into the battlefield franchise.

I don’t think there are limiters to our ability to reach a really broad audience of gamers across the whole shooter spectrum, players who play these games, and also bringing more players in to the genre with Battlefield 1.

Chief Executive Officer Andrew Wilson also talked about marketing partnerships in more general terms:

As we think about the marketing partnerships that we do… We do them, other people in our industry do them, and certainly our console partners want to stand right next to the big and best games in the industry.

Typically what we see is that just aids awareness. It aids awareness with your PC gamer, or an Xbox gamer, or a PlayStation gamer. Of course what the console partner hopes to achieve is some disproportional awareness around the game as it relates to their particular console, but what we have seen, and we have seen the analytics against it, is that if you’re a PlayStation gamer, you do not reject it because it’s brought to you by a potential console partner. You understand deeply that it’s also available on your console, and what we get is just a multiplier and effective greater awareness in the marketplace.”

 /  Executive News Editor
Hailing from sunny (not as much as people think) Italy and long standing gamer since the age of Mattel Intellivision and Sinclair ZX Spectrum. Definitely a multi-platform gamer, he still holds the old dear PC nearest to his heart, while not disregarding any console on the market. RPGs (of any nationality) and MMORPGs are his daily bread, but he enjoys almost every other genre, prominently racing simulators, action and sandbox games. He is also one of the few surviving fans of the flight simulator genre on Earth.