EA praises Call of Duty Elite; hopes to trump it

EA praises the success of rival-publisher Activision's Call of Duty Elite service, noting its desire to develop a similar service of its own.

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Electronic Arts has made some significant progress in its attempts to capture more of the market share of the first-person shooter. Battlefield 3's piece of the first-person pie jumped eleven percent last year--from 13% to 24%--but the publisher is thinking of ways to up the ante even further. Recognizing the success of Activision's Call of Duty Elite service, EA is determined to get "one step ahead," perhaps by developing a similar service for its own military shooter franchise.

"I think certainly you look at what our competitors do well, and certainly Call of Duty Elite... the numbers Activision have talked about, they've done a great job," EA COO Peter Moore told IndustryGamers in a recent interview. "It's incumbent upon us, whether we do that or do something one step ahead, I think the digital strategy that we're executing against right now - a billion dollars on a trailing 12-month basis - shows that we're doing some good things as well. Differently, maybe," he explained.

It's not just the Battlefield series that could benefit from such an initiative. "FIFA Ultimate Team could be as big as Call of Duty Elite alone - one mode in one game could be as big as that," Moore said. "I'm pretty confident - we announced over $100 million in that mode last year and I'd be stunned if we didn't do better than that this year at the run rate we're currently at."

Moore also praised EA's use of "point-of-sale cards" at retail, which has the benefit of harnessing more consumers at the point of purchase, when many of them are more likely to buy extras.

Moore also noted that while capturing additional market share previously held by a competitor like Activision is important, the first-person shooter market continues to expand. He posits that the audience for such games "could be as much as a quarter of the entire industry." To his point, he notes that franchises like Call of Duty and Battlefield have become "cultural phenomenons," whose reach extends beyond that of the core gaming community, and therefore help grow the audience for video games as a whole.

"It's the same as in the old days with Microsoft," Moore illustrated. "Halo was a big deal, bigger than video games. So that element of it--with massive launches that compete favorably with movies--is good for us."

From The Chatty
  • reply
    February 8, 2012 12:00 PM

    Jeff Mattas posted a new article, EA praises Call of Duty Elite; hopes to trump it.

    EA praises the success of rival-publisher Activision's Call of Duty Elite service, noting its desire to develop a similar service of its own.

    • reply
      February 8, 2012 12:05 PM

      Please NO! I have Call of Duty Elite and It's not worth the 50 dollars. Leave my Battlefield 3 alone and I hope EA doesn't add pay service such as Elite for future DLC and maps. Its a stupid system and just not cool.

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      February 8, 2012 12:17 PM

      ~*lol*~

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      February 8, 2012 12:21 PM

      So they want to make ANOTHER online service? Is Battlelog not enough? Just expand that service instead of making a completely new one.

      God help us all, though, if they decide to nickle and dime the hell out of people with a "Premium" subscription to whatever it is they're looking to develop. That has no business in Elite, it should have no business in whatever EA cooks up.

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      February 8, 2012 12:25 PM

      EA praises something that doesnt work and is a huge money grab. Go figure.

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      February 8, 2012 1:09 PM

      I read this as: we are most certainly coming out with a similar service so please get all of the bitching out of the way now.

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      February 8, 2012 3:23 PM

      Project $60.

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      February 8, 2012 3:40 PM

      sigh. no thanks. this will guarantee no future purchases of this franchise for me.

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      February 8, 2012 5:12 PM

      This is going to be a really tough sell. I am a pretty big Battlefield fan but I don't think I would fork out for this and especially not multiple services. I haven't ponied up for CoD Elite. Thought about it but $50 is too much. Maybe $20 or $30 if the DLC and features were significant. Xbox Live sub. CoD sub. Battlefield sub. Donations to a dedicated Battlefield server. MMO sub fees or microtransaction fees. This is going to add up real quick and the group of customers willing to pay it will get spoken for fast yet more and more projects will take a swing at this gold mine. If Bungie's new game is some sort of psuedo MMOFPS then it's sure to have an annual subscription fee too.

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      February 8, 2012 9:57 PM

      NO EA

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      February 8, 2012 10:37 PM

      there will be a bunch of people saying "hell no" and "boycott" but everyone will get it. Origin was already too much for me and I stuck by it but it seems like most people will put up with anything for their M-4 with red dot