EA/DICE’s great experiment with free-to-play/microtransactions supported gaming seems to be paying off. In a recent interview with IGN, senior analytics manager Rommy Ghaly dished out some outstanding numbers and stats surrounding the browser based f2p title.
While Battlefield Heroes has suffered some production and launch setbacks, it seems as though holding fire has paid off well for EA. Since the launch of the closed beta back in February, the bright and shiny “Play Now” button has been clicked over 40 million times. Battlefield Heroes officially counts over 1.5 million registered users playing from over 133 countries across the globe. However, the majority of these users come from just ten countries – the United States, Germany, the United Kingdom, the Netherlands, France, Sweden, Russia, Canada, Poland and Brazil.
Battlefield Heroes has two unique forms of in-game currency. Battlefunds are used to upgrade characters’ clothing options, as well as provide temporary advancement points, such as added experience and/or valor points boosts. Battlefunds are those that can be purchased via RMT’s. Conversely, Valor points may not be purchased outside the game, and are the currency used for functional in-game items such as new weapons and special consumable attributes. According to Ghaly, 76 percent of all Battlefunds are spent on character customizations, clearly indicating users are willing to spend to make their character unique. The hot ticket Battlefield Heroes items? The Kommendant’s Coat, the Special Forces Officer Cap, Maverik’s Sunglasses, the Elite Camo Trousers and the Marksman’s Honor. The remaining 24 percent of Battlefunds cash spent are primarily aimed at the 30 day xp boost, the 1 day xp boost, and the 30 day Valor points boost. While these items do not provide any pay-to-pwn advantage, they do help players earn hero abilities and purchase better weapons.
And now for the math. Given that Ghaly confirmed that Battlefield Heroes has over 1.5 million registered users, and that these registered users spend, on average, $20 on in-game microtransactions, that would line EA’s coffers with a whopping $30 million in microtransactions revenue.
Perhaps I’m missing something here, but I’ve yet to find any other data supporting one single title bringing home this much bacon solely from microtransactions. Oh, and let’s not forget that Battlefield Heroes offers users a server rental feature that allows them to play private games with their friends, i.e. additional revenue streams.
EA has clearly indicated that they are very much indeed interested in microtransactions, having implemented them in both the Tiger Woods franchise, as well as Madden 10. If Battlefield Heroes continues to be a success for the software giant, could we see even more of the free-to-play type action coming out of Redwood City?
Tags: Battlefield Heroes, EA, Madden, Rommy Ghaly, Tiger Woods
