Battlefield 1 publisher Electronic Arts has offered some interesting comments on the marketing partnership between the highly-anticipated shooter and Xbox One.
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Trailers and promotional material for Battlefield 1 thus far has featured the Xbox One brand exclusively, meaning the game will be touted as “better on Xbox One” as was the case with Star Wars Battlefront on PlayStation and also Black Ops III on Sony’s console.
While these promotional deals tend to lead to content exclusivity in the way of future downloadable content and pre-release deals, it’s any wonder why company’s like EA would ever choose to partner with the lesser of the competitors in a two-horse race: in this case, the PlayStation 4 is out-selling the Xbox One at a rate of 2:1 across the globe, which might explain why the likes of Call Of Duty moved across from Xbox to PlayStation this generation.
However, EA doesn’t believe that console sales are truly representative of the “reach” a game has, and that these exclusivity deals don’t really limit how many gamers buy the game.
“You know, I think this is a game for PlayStation as much as it is for Xbox as much as it is for PC,” Investor Relations Vice President Chris Evenden said during an investors call. “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 had something to say about marketing partnerships, saying everyone “wants to stand right next to the big and best games in the industry”.
“Typically what we see is that just aids awareness,” Wilson said. “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.”
Battlefield 1 launches October 21 on Xbox One, PlayStation 4 and PC.
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