EA Creating a New Narrative Marketing campaign for Battlefield: Particulars

Battlefield goes again to a story marketing campaign. EA has established Ridgeline Video games, a brand new studio devoted to the Battlefield franchise, that can give attention to creating a correct marketing campaign mode — a element that has been missing in latest entries. The studio is headlined by Halo co-creator Marcus Lehto, who will lead the Seattle-based group, composed of trade veterans. “We’re all in on the way forward for Battlefield!” EA mentioned on Twitter, albeit it stays tight-lipped concerning the new expertise and a launch window.

“It’s a nice honour to have the chance to collaborate with DICE and Ripple Impact and lead the cost on increasing the narrative, storytelling and character growth alternatives within the Battlefield collection,” Lehto, Sport Director and Head, mentioned in a ready assertion. Whereas Ridgeline Video games focuses on the narrative side, EA has absolutely entrusted growth on the multiplayer finish to longtime companions, DICE, working collectively since 2006.

The marketing campaign section of Battlefield has not acquired correct remedy for some time, with the latest Battlefield 2042 fully stripping it off the sport. To high it off, the title was acquired poorly by followers and critics alike, owing to the slew of glitches, rendering points, and underuse of map segments. EA reduce down growth prices on a number of iconic points reminiscent of destructible environments, while not bothering to iron out bugs earlier than launch. Even the World Warfare-themed entries — Battlefield 1 and Battlefield V — featured half-baked tales that functioned extra as a tutorial than an precise marketing campaign.

EA first spoke about constructing a brand new marketing campaign focussed group for Battlefield, simply weeks after 2042’s launch, fully revamping their administration, a results of the destructive reception. On the time, Vince Zampella, CEO, Respawn Leisure — recognized for Titanfall and Apex Legends — was put accountable for the collection. The studio confirmed that it was trying to construct a “linked Battlefield universe,” exploring new experiences and tales.

“On this universe, the world is interconnected with shared characters and narrative. This universe can also be constructed with our group as we harness the ability of Portal [Battlefield’s in-built map customisation tool] and user-generated content material that places creativity within the fingers of our gamers,” Zampella informed GameSpot.

Along with Ridgeline Video games’ reveal, Cube confirmed that artistic director Lars Gustavsson, who has labored on the franchise for over 20 years, could be departing. “I’ve devoted a considerable portion of my life to Battlefield, and I am very proud to have helped form this franchise into what it’s in the present day,” he informed GameSpot. “I feel it is time for one thing new.”