Battlefield 3 single-player trains players up for multi

EA execs have justified the lacklustre Battlefield 3 single-player campaign, stating it serves as a tool to train people up to so they enjoy the multiplayer.

“We consider Battlefield an online service. First and foremost, that brand was built on its multiplayer prowess and the technology really lends itself to that.,” said Frank Gibeau, president of The EA Labels. “The single-player experience is important. It’s a great way to get fans into the experience, have them trained up and get ready for multiplayer, and a lot of fans just enjoy having that single player experience. So I think you have to have both.”

He continued: “Clearly the multiplayer is the richer opportunity for us because of the services opportunity in keeping a customer engaged 365.”

John Riccitiello, chief executive officer and executive director added: “Remember, as well that single-player has often had new players ramping into the game and important – just to make sure, Frank mentioned that one, I’ll make sure you understood it, it’s the way new players get exposed to the franchise.”

Battlefield 3 launched in the US on Tuesday and hits stores across Europe today. EA has shipped 10 million units worldwide. We thought it was pretty good as you’ll see in our Battlefield 3 review.

GMA winning games journalist Martin Gaston, who reviewed Battlefield 3, had this to say on the training abilities of the campaign:

“The enemies are so scripted that it doesn’t teach you how to react to how players will be playing online.”

Via SeekingAlpha