To wit, there is now the expectation among some gamers, whether fair or not, that Battlefield 3's success depends, to some degree, on it beating CoD at its own game. Of course, all of EA's Activision-baiting can't help but impact negatively on Battlefield 3 now it's been released. The only way you could not be aware of Battlefield 3 is if you have no interest in video games, or if you've been locked in an isolation ward for the past year and a half. Thus, nearly every single CoD: MW3 feature and preview so far has had to address EA's game in some way. "Above and beyond the call," claim the billboard ads that currently clutter major US cities. This approach has doubtless provided an awareness boost for DICE's military shooter, its advertorial wagon hitched sturdily to the zeitgeist surrounding Activision's mega-selling shooter. F or the better part of a year, EA has been hyping Battlefield 3 as the game that will bring down Call Of Duty.
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