Electronic Arts CEO States ‘Battlefield 6’ Is A Platform Not A Product

Electronic Arts, better known as EA, approached Battlefield 6 with a new marketing strategy that differs from its previous releases.

During a Q&A session following the release of EA’s first-quarter earnings for FY2016, CEO Andrew Wilson stated, “We’ve invested more in this Battlefield than in any previous installment.”

Wilson explained, “And really, the big reason for that is this isn’t just a product. We’re really building out Battlefield as a platform. All will become clearer about the nature of our investment over the last four years, with four studios building against this launch to date.”

Before the July 31 multiplayer reveal, Wilson expressed confidence that Battlefield 6 would make a strong impression on players: “This will be the first time people really see the true scale of what we’ve been building and get sneak peeks at what’s to come,” he stated.

The multiplayer trailer garnered 4.2 million views, 245,000 likes, and 23,000 comments filled with anticipation and possible worries about the game’s October release. One commenter expressed their excitement, “This trailer didn’t just bring back memories it brought back the games used to be. The sound of jets screaming overhead, the chaos of destruction, the squad running into fire without a second thought… this isn’t just Battlefield 6. This is a call back to the days when we didn’t care about kill/death ratios—we cared about the mission, the team, and the thrill of the moment. Welcome back, soldiers. We’ve been waiting.”

On the other hand, some commenters were more wary following their disappointment with Battlefield 2042, “Please don’t hurt me again,” one user stated. Another added, “Been waiting since BF4 for a worthy successor. This has to be it, I can’t wait any longer.”