EA Labels boss Frank Gibeau has suggested that the Premium service that has come to Battlefield 3 - offering a discounted bulk-buy option for that game's DLC, both current and forthcoming - might well make the jump across to other EA properties.
Dreading the thought of Mass Effect Premium or Medal of Honor Premium? Look away now.
Comparing the Premium service to Activision's Call of Duty: elite, Gibeau rejected accusations of bandwagon-jumping, pointing towards the EA Sports Season Ticket as a precursor to Premium.
“We had EA Sports subscription before Elite came out, so adding that component to the design is not a reaction,” he said. “It’s something we’d always been considering and we had been looking at. We didn’t have it ready for launch and it took us some time to get it prepped. Having said that, they [Activision] did something really innovative and if your competitor does something innovative and you think it applies to what you can do, then there’s no harm in doing that.
“This is an industry where people have a lot of oneupmanship and if somebody innovates, you match it or you exceed it.”
Gibeau's argument was that Premium actually surpassed Elite's offerings, and suggested that this could be brought to bear on further EA properties.
“We actually think our Premium service exceeds what Elite does – from a value standpoint, from a content standpoint, and longer term we think that we can bring more properties into that offering and that’ll be great for the business,” he said.
But will it be great for the consumer? [GII]