The president of EA blames bad marketing and development delays for Battlefield V selling a million copies fewer than expected.
But it still sold 7.3 million copies by the end of 2018.
EA is having a tough time right now. Battlefield V, the latest iteration of the Battlefield franchise, didn’t sell quite as well as they would’ve liked. After lowering their sales forecasts due to a delay in development, EA managed to sell 7.3 million copies of the game or roughly a million fewer than expected.
On top of that, EA dropped the price by almost half just days after the game’s release last November hurting it’s sales even further.
So what went wrong? Well, if you ask EA President Andrew Wilson, development delays and marketing are the big culprits here.
“Our launch didn’t resonate strongly as we would have liked it to with players and we were never truly able to catch-up and as our competitors continued to build momentum whether that was Fortnite or Red Dead Redemption 2 or Call of Duty,” Wilson said during an earnings call with investors last Tuesday.
“A combination of a poor start in our marketing campaign together with what I think was a longer development cycle that put us into a more competitive window and the amplification that competitive window against some of those underperformance factors is how we resulted in Battlefield,” he said.
Even though the game was delayed by several months, Battlefield V still released with many complaints from fans. A strangely short single-player campaign and numerous bugs were the main beefs, but so too was the lack of Battle Royale mode, which EA had previously promised for the game.
To top it off, Battlefield V released around the same time as Red Dead Redemption 2 and Call of Duty: Black Ops 4, two giant names that were sure to suck up gamer’s time and money.
Wilson said that to prevent similar issues in the future EA would create a “creative council” that would work with the developers to determine the game’s “reason to play” and ensure marketing is created wholistically.
Or maybe EA just needs to change their strategy entirely. Apex Legends, a game with absolutely zero marketing until it was released a few days ago, already has 2.5 million players. It’s not 7.3 million players, but maybe a few million should be good enough.