Battlefield Heroes is for the “Frustrated Restricteds”
Marketing did a fine job with Battlefield: Bad Company, and moving forward they’ve got their work cut out for them with Battlefield Heroes. DICE executive producer Ben Cousins gave some insight into the market they’ll be targeting with Heroes, which they call the “frustrated restricteds.”
“So who is Battlefield Heroes for? The marketing guys love to come up with snappy titles for market segments. The market segment they came up with for us was ‘frustrated restricteds’ – people who really want to play full games, and aspire to be gamers,” Cousins said during his keynote at GDC Paris, reports GI.biz.
“But they’re restricted in some way, and this makes them frustrated. Maybe they’re restricted by money, time or skill?
“For example, a 15 year-old boy who can’t afford a PS3 – he’s desperate to play Call of Duty, but can’t afford the console. Maybe a 30-35 year-old guy who is a new dad, who used to play games, but is restricted by time. Or maybe a new gamer who loves the idea of playing games but heard that all people who play multiplayer games are really skilled.”
I hardly fit into any of those categories, and I’m still interested in playing Heroes. And I’m hardly the only one who fits that bill, so won’t all of us self-proclaimed hardcore gamers throw off the curve for the people Cousins is referring to? It’ll be interesting to see how DICE handles that aspect of the matchmaking process.