EA Wants To Experiment Mobile Soft Launches On Triple-A Games

EA is trying and finding more solutions in order to prevent other big investments like Anthem to fall outside of the umbrella of interest of gamers, and one of those solutions could be soft launches.

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One of the things we’ve come to understand this generation is that online games are often offered with few features and lots of technical issues.

The ideal solution has usually been a beta testing period, that has fixed things at times, while at others has not been enough to fix all the stuff that needed to be fixed.

One of the titles falling under the second voice is Anthem that has proved to have lots of troubles still while lacking some of the systems that have made the service games genre so popular over the last few years.

EA is trying and finding more solutions to prevent other big investments like Anthem to fall outside of the umbrella of interest of gamers, and one of those solutions could be soft launches.

CEO Andrew Wilson has indeed told investors and analysts that “as games have gotten bigger that system isn’t working as well as it has done in years gone by, and so what you should expect from us is that; it’s not just about changing the development process in the game, it’s not just about changing the QA process in the game.”

“It also comes down to changing how we launch games and how we roll out, and you should expect that we’ll start to test things like soft launches, the same things that you see in the mobile space right now.”

On top of that, Wilson also believes that the company needs to change the way it relates to players, by passing from the former “presentation mode” to a more friendly conversation with them.

“It also comes down to changing how we communicate with players, and our entire marketing organisation now is moving out of presentation mode and into conversation mode and changing how we interact with players over time,” he said.

From what we understand, this is the reason why Electronic Arts has ditched its usual press conference for E3 2019 to focus on a player-based EA Play in Los Angeles those days.

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