EA Games pulls in 25 million Play4Free gamers

Thanks to its titles Battlefield Heroes and Need for Speed: World, EA Games has managed to gather up over 25 million players that are gaming away as part of the Play4Free initiative.

While it remains to be seen how profitable this venture has been, building up that many gamers are under one banner is impressive. Battlefield Heroes and NFS:World have around 10 million each, with Battleforge, Lord of Ultima and Dragon Age Legends also bringing in around 5 million a piece.

“Developing a community of 25 million players is a remarkable achievement,” said the vice president of the division, Sean Decker.

“It is a testament to the explosive growth of the free-to-play market and a reflection of EA’s commitment to spearheading the digital transformation. We plan to continue to innovate in the category, introduce new gameplay that delights players and keeps them coming back for more. For our teams, this is an incredibly exciting time to be making games as the audience continues to grow and diversify.”

EA’s Play4Free initiative claims to offer full games with premium content – though Dragon Age Legends is  pushing it – operating on a pay what you want scheme. To quote EA, “Each game is free to download and play; you decide if you want to pay, and how much. If not, you can still play as much as you want for free and still enjoy a premium game experience.”

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