Battlefield 3 Sells 15 Million, Prompts EA To Give More Games The 'Premium' Treatment

Battlefield 3 has been a huge success for EA and the recently launched "premium" service looks like it'll be a big success as well. So much so that EA Label's President Frank Gibeau thinks it's time to bring the idea to other franchises.

Speaking to GamesIndustry, Gibeau didn't pull any punches when talking about the competition:

"We actually think our Premium service exceeds what [Call of Duty] Elite does - from a value standpoint, from a content standpoint, and longer term we think that we can bring more properties into that offering and that'll be great for the business."

However, he is not too proud to admit that great artists sometimes steal from their competitors and that Premium borrowed heavily from Elite in order to improve upon it:

"They [Activision] did something really innovative and if your competitor does something innovative and you think it applies to what you can do, then there's no harm in doing that. This is an industry where people have a lot of oneupsmanship and if somebody innovates, you match it or you exceed it."

What's promted all this boasting? Well, the sales of Battlefield 3 for one. Gibeau remarked:

"We're quite proud of what we did with Battlefield 3. We sold about 15 million [units] on that game, which was the number two game in the marketplace last year by a country mile.

Before he took yet another jab at the competition:

"It's important that we don't get into a position where we're just milking the franchise and just mailing it in and shipping bad games... We''ve got to stay constantly paranoid about meeting and constantly exceeding expectations on the game design and fun factor."

So what exactly does this mean? Can we expect to see Need for Speed Premium, SSX Premium and FIFA Premium showing up over the not too distant horizon? I'd say that's a safe bet and I bet Gibeau would say it's just good business.


    god can we get over the Battlefield, COD pissing contest, no one cares,

    BF Premium only did well because BF3 is the only EA game worth buying, and paying $50 for 5 map packs that would otherwise be some $20 individually isn't actually a bad deal. You're getting your money's worth for once. If EA did this to games like FIFA and NFS, what content would they offer for some $50? New soccer jerseys? New soccer venues? New cars? New paintjobs? New wheels?

    ^and also this reply

    I don't care how EA drive their IPs into the ground because I am sure as hell not buying them. :)

    It's like EA is run by a bunch of madmen. Call me crazy but I'm pretty sure Battlefield Premium was nearly universally met with large amounts of eye rolling. SO LET'S APPLY IT TO EVERYTHING ELSE WE MAKE IN ORDER TO GET MORE MONEY OUT OF YOU TWERPS! Seriously, it blows my mind.

      More likely a large percentage of the world are the madmen.

      I played vanilla BF3 the other day on a 64 player map and not one person I killed didn't have premium next to their name.

        Don't hate us cause we got a box cutter skin for our knife.

          why would you want a box cutter skin? It isnt TF2

    Oh boy, as an Australian, I can't wait to spend twice the amount of money on a service that I won't use!

    "We”ve got to stay constantly paranoid about meeting and constantly exceeding expectations on the game design and fun factor."

    Is that why it takes months to patch game breaking glitches? Your overwhelming paranoia? And when you do patch them you change core game mechanics so we all have to learn to play a completely new system? You can't be serious.

    Im still constantly killed by 0% health assholes! I'm pretty sure when they're on 0% they're either screaming on the way to heaven, or falling gracefully to hell! Wtf!? Also box cutters Ftl I want my dang knife back, at least knives used to register then.

    TV Missile : broken on release, still broken.

    All I can say is: To those of you who play these games and purchased this elite/premium tripe......YOU FOOLS. Look at what you have done.

    Better yet.....

    Premium is a great service, but I can't say the same for Origin and the hundreds of players locked out of the game by the previous patch. The dreaded Battlefield has stopped working error rages on.

    Doesn't premium auto lvl you to max

      Not that I've seen - I'm Colonel 7 and still have lot of unlocks left on most of the vehicles to unlock.

      It might get however get you to Colonel 1 - but you'd still be left unlocking a multitude of stuff - or paying separately to do so.

    Just one more reason for me not to buy EA games in future.

    I wa not looking forward to close quarters. But did the math and eided to bite the bullet and grab premium anyway. Turned out to be a great investment already. Conquest Domination on the new maps is a totally different beast to the large battles we're used to seeing. It's fast paced to the point of being hectic though a smart team will always come out on top. It's a great diversion with some very polished maps and I can't wait to see what else is in store for premium.

    Oh and I only bought it because it was a one off - like the GoW3 season pass. I'm nt paying a subscription for a service. I'm never going to put enough hours in to make it worth my while to pay constantly.

      Well said. +1

    I was not happy with [ EA] about this. But What are going to do ?
    I Love Bf3, if the game wasn't so good they wouldn't be able to get away with it.

    I for one have got my moneys worth out of the BF series. I remember a mate introducing me to to 42 after i had been playing UT and SOFII for a while, BF just blew me away and still does. Lets add it up I paid about $40 for BF3 and $46 for Premium...I've clocked about 95 hours o_0 on it so far. Less than a dollar an hour and plenty more to come...I think I've got my moneys worth. Hell it isn't perfect, which game is (ok maybe Portal 2) but the enjoyment I've got out of it far outweighs the outlay.

    But hey isn't it cool to hate EA these days, just like it's cool to put a $ sign when writing Micro$oft!!!

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