We’d be crazy not to market Battlefield3 early, says EA

EA has set its sights on convincing the mass market to buy Battlefield 3 this holiday, and to do so it has had to go big early, the game’s senior director of marketing Lincoln Hirshberger has revealed.

“With Battlefield 3, we believe that we have superior technology and gameplay. The gaming press validated this at GDC with a slew of accolades. We just need for everyone else in the mainstream to know that too,” Hirshberger told IndustryGamers. “Last year, Battlefield Bad Company 2 earned better scores than the competition but, because Battlefield released in March, a lot of the mainstream Holiday hit buyers just weren’t aware that Battlefield was the better game. This year, we’re playing offence by launching Battlefield 3 in the holiday and we’re starting to get the word out early by kicking off our campaign to the mass market.

“We decided to go big early in order to establish a beachhead with a larger audience and so far the results have been fantastic.”

Hirshberger believes Battlefield 3 has all the attributes required to break into the mass market, meaning the publisher would be “crazy not to invest marketing resources targeting a mainstream audience early”.

Earlier this month, EA president Frank Gibeau claimed that Battlefield 3 is superior to Call of Duty.

Battlefield 3 will be released in November, where it is expected to be going up against Activision’s next Call of Duty title.