PS3 News: DICE Won't Use Controversy As A BF3 Marketing Tool - PS3 News

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DICE Won't Use Controversy As A BF3 Marketing Tool

We have no doubt that the airport scene in Call of Duty: Modern Warfare 2 actually helped sales.

The bottom line is that controversy sells, and because DICE is going for a super authentic look in Battlefield 3, many have assumed the developers are banking on the "controversy angle" to net higher sales. But as executive producer Patrick Bach told Edge, they're not trying to utilize "any political or religious conflict" for financial gain. Said Bach:

"Our goal isn’t to make controversy. I don’t want people to feel bad playing our game. Our goal is to create a fun, entertaining experience. So we are trying to stay away from things that are real – authentic and real don’t have to be the same thing."

Bach admits that controversy is "probably a good marketing tool," but he insists that authenticity won't necessarily translate to a mass media outrage. Battlefield 3 may contribute to the ongoing violent video game debate but as for artificially inflating sales with questionable content, that really isn't DICE's aim.

They will, however, need some pretty hefty marketing to compete with Call of Duty: Modern Warfare 3. Good thing the latter comes out two weeks after BF3, so it isn't exactly head-to-head.

Related Game(s): Battlefield 3

Tags: battlefield 3, dice, bf3, ea

7/5/2011 9:45:17 AM Ben Dutka

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Comments (33 posts)

The Doom
Tuesday, July 05, 2011 @ 9:56:57 AM
Reply

Seeing the attitude of these guys actually makes me want to pick up Battlefield 3.

Agree with this comment 6 up, 0 down Disagree with this comment

Geobaldi
Tuesday, July 05, 2011 @ 2:33:25 PM

It also helps that's the Battlefield series has always been more fun and the superior of the two franchises. At least in my opinion anyways.

Agree with this comment 5 up, 0 down Disagree with this comment

Godslim
Tuesday, July 05, 2011 @ 10:02:44 AM
Reply

" I don’t want people to feel bad playing our game. " i didnt feel bad at all shooting those people at the airport tho ;D ........

Agree with this comment 14 up, 0 down Disagree with this comment

friction
Tuesday, July 05, 2011 @ 11:18:59 AM

Is it so bad to say that I actually enjoyed it :P

Agree with this comment 8 up, 0 down Disagree with this comment

Geobaldi
Tuesday, July 05, 2011 @ 2:41:48 PM

Same here. It's nice to actually play a real bad guy for once.

Agree with this comment 3 up, 0 down Disagree with this comment

maxpontiac
Tuesday, July 05, 2011 @ 10:49:05 AM
Reply

Oh, but EA and company sure like putting the hype train on the tracks!

Agree with this comment 3 up, 0 down Disagree with this comment

Zorigo
Tuesday, July 05, 2011 @ 11:24:03 AM

In fairness any massive blockbuster does kind of require them to do so

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maxpontiac
Tuesday, July 05, 2011 @ 11:36:26 AM

I honestly believe that MW3 will far outsell BF3, so in my eyes, what EA is doing is nothing more then attempting to slow the COD machine.

If they were so confident in their game, the PS3 version of BF3 should have been shown at E3 instead of the PC one.

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Geobaldi
Tuesday, July 05, 2011 @ 2:46:28 PM

Sales don't equal quality but I agree that MW3 will get the higher sales. But I also believe that BF3 will get the higher review scores.

And the PC version was shown at E3 because it's the lead platform that is being used and it showcases the best of what it can do.

Agree with this comment 2 up, 0 down Disagree with this comment

zabak74
Tuesday, July 05, 2011 @ 11:14:23 AM
Reply

AUTHENTIC and REAL don’t have to be the same thing." ohhh, really ?!?! Since when ???
That's like difference between WET and SOAK, right ? :)

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Zorigo
Tuesday, July 05, 2011 @ 11:27:35 AM

authentic, something feels 'real' in the sense that the mechanics are close to real world mechanics.

real; something that feels 'real' in the sense it is close to events in reality.

a beach ball falling under an acceleration of 9.81 m s^-2 is authentic
a beach ball powering through the earth when it hits the ground, under the same acceleration, is authentic, but not real.

something wet, has an amount of water on it.
something soaked is highly saturated with water. a sponge can be soaked, yet the surface is dry and not wet because all the water is on the inside.

sorry, technicalities are my speciality ;)

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Underdog15
Tuesday, July 05, 2011 @ 12:19:55 PM

I understood what he meant. While the words themselves may appear to have similar meaning, there is, in fact, a much deeper meaning. In the end, in this example, real and authentic are almost entirely separate from one another.

I had no issues understanding what he meant.

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LimitedVertigo
Tuesday, July 05, 2011 @ 11:18:39 AM
Reply

Don't really care about the SP. I'm buying this for the MP so I can do battle with my friends/64 people.

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Geobaldi
Tuesday, July 05, 2011 @ 2:49:36 PM

Same here. But I will complete the SP first since it's the first BF game, in the main series, to actually have a campaign. Not counting the user made campaigns for the PC versions.

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Monkey4aHead
Tuesday, July 05, 2011 @ 12:20:35 PM
Reply

Um this is 'news'? I thought trivial 'news' or pre-release guff about BF3 and MW3 wasn't going to be be posted here anymore.

OK we get it; BF3 has a more 'realistic' feel to it. This isn't news.

Is there really no other news you can steal from elsewhere?

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BikerSaint
Tuesday, July 05, 2011 @ 1:13:38 PM

Wow, great first post!
(sarcasm)

Your username really seems to fit you as snug as a glove.

Why not just back to trolling on your usual kiddie sites?

Agree with this comment 6 up, 0 down Disagree with this comment

Monkey4aHead
Tuesday, July 05, 2011 @ 1:32:17 PM

Oh yeah, that's a new one Biker. Never seen you use that one before. I left name calling at the playground. Seriously a man of your age, you appear very immature.

That last sentence makes no sense and I don't think you have any autonomy around here. Bad news for you, I know.

I was referring to a previous article so my point is valid enough. I know memory can be an issue at your age, but it was only a day or two ago.

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Underdog15
Tuesday, July 05, 2011 @ 2:01:38 PM

@monkey4aHead
If you're memory is so sharp, then I'm sure you also recall the part of said article that mentioned in order to stay current, PSXE will still need to post articles on press releases and other news. It said it simply did not wish to feed into a fight between the two.

This article states an antithesis of that aforementioned article. Instead of feeding into a war that the editor-in-chief around here stated he wanted no part of, this article indicates that, contrary to initial belief, DICE actually doesn't want to feed into a war either. In fact, this article seems more like it's about articulating DICE's approach to this game. To me, it gave clarity it did not formerly have.

Personally, I feel it provides new insight I was not left with in yesterday's article. Yesterday, I felt that the two developers (and publishers) were going to nit-pick at each other. Now I learn that Dice is claiming they don't want that to be a misconception.

Since Ben has -not- contradicted himself from when he said he didn't wish to feed the fires (as this article clearly demonstrates Dice doesn't want to fight), I see no harm in this article being being published.

Now, although you could make a point against Biker's approach to you, my initial reaction wasn't unlike his. For a first post, you really did nothing but insult the editor, and you effectively negated any point you may have had.

Not that you're any better, mind you. You still brought up age... Of course, I'm no better either. You see, I believe you are only as old as you feel. Biker seems to feel full of fire and youth in his response. You feel old, wrinkly, and bitter to me.

But hey... there have been far worse first impressions here. I say you're still welcome here anytime, so long as you have thoughtful contributions! :)

You'll have to forgive Biker... like many others at this site, he was just trying to protect the comments section from people who really contribute nothing to the discussion. Again, if you read the original article, it was about not posting anymore flame battles between BF3 and MW3. I remember Ben -CLEARLY- stated they would still have to post news to stay current... whether he liked it or not.

Last edited by Underdog15 on 7/5/2011 2:06:59 PM

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LimitedVertigo
Tuesday, July 05, 2011 @ 2:35:05 PM

Why are you guys wasting your time on this guy? He clearly doesn't like the site but takes the time to comment negatively on articles. Just ignore him and like the trolls that came before him he will scamper off to N4G.

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BikerSaint
Tuesday, July 05, 2011 @ 4:55:49 PM

Monkey4aHead,

1. I never stated my post as a new one, but I will most certainly continue to call out anyone & everyone(both here & or not) who comes in just to belittle PXSE &/or it's community with their snide comments.

2. You could have just stated your first 2 paragraphs without that that sarcastic 3rd line about "stealing from other sites" which was clearly meant to antagonize, troll, and provoke a response.
Otherwise, I would have just read your post, probably without commenting, and moded down the rest of the posts.

3. Also, by your last sentence in your original post, you've negated whatever credibility you might have had. Had you just introduced yourself just like most first-time posting newcomers do here, & posted your opinion without your added snide comment. It's called manners, simple as that.

4. I called you by what, you, yourself, decided to go by so apparently you felt your own handmade moniker was(ironically) fitting enough, so wear it.

5. What's age got to do with it? I'd still call you out on that "stealing remark" no matter how old or young either one of us is, so what's your point again?

6. Sorry to hear that you couldn't comprehend my last sentence, especially since I said it as plainly and simple as any "smarter than a 5th grader" could read it.
So I've taken the liberty to help your comprehenshion on that matter....
http://cgi.ebay.com/You-Smarter-Than-5th-Grader-Game-Time-Xbox-/270776388283?pt=Video_Games_Games&hash=item3f0b87cabb

7. Autonomy? Wow, really.....is that all you got? Nope,no bad news for me as I'm no more than just another poster on this site, but I am not, is afraid to tell you to check yourself at the door.

8. As I wasn't refering to anything about the main gist of your first post, that makes that reference in your second post, validity moot.

9. And as for your comment about "memory can be an issue at your age, but it was only a day or two ago".....
I can distinctly remember things of my life as a 2 year old all the way back to 1954, but you certainly can't do the same. So "nuff said" there too.

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Monkey4aHead
Tuesday, July 05, 2011 @ 4:57:56 PM

Underdog,

Fair point and duly noted. And thanks for the welcome.

I frequent this site almost daily so I am fully aware of what BikerSaint is like. Hence my reaction. I honestly don't expect name calling and an attempt to chase me away because I made a comment that wasn't liked from a man in his senior years. I fail to see the fire and youth besides childish name calling and preconceptions found only in the playground or forums dominated by children. It's not big and it's definitely not clever. I was in my right to defend myself. Whether it is my first post or not, isn't the point. This is a comments page open to all and I certainly don't crave acceptance. Obviously others do.

I am neither old or wrinkly but maybe a little bitter. But then you are what life throws at you.

LimitedVertigo,

As I stated above, I visit here regularly, so yes, I must absolutely hate it. The others are 'wasting their time' as you put it because they have the civility and maturity to discuss an opinion rather than just stick fingers in their ears and hope it will go away. I just don't feel the need to brown nose every article and actually have the nerve to challenge it. In that sense, I see no wrong doing. That's the point of a comments section, correct? If that, in your opinion, is classified as 'trolling' then perhaps you should look up that word again and stop trying to police a public forum.

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Ben Dutka PSXE [Administrator]
Tuesday, July 05, 2011 @ 5:18:00 PM

Monkey: Your very first post was incredibly insulting. It also had absolutely no point, as it's a common news story. It wasn't "stolen," either, as the source is cited and linked, as it always is.

So then you try to get all self-righteous about "voicing your opinion" after making a terrible first impression. For someone who reads this site all the time, you really seem to have a problem with it...which makes little sense.

Opinions are always welcome in the comments. If you choose to insult us with your first contribution, don't expect a warm reception. And don't go blasting into long-time contributors when you have earned zero respect, and clearly have no interest in earning that respect.

Agree with this comment 4 up, 0 down Disagree with this comment

Monkey4aHead
Tuesday, July 05, 2011 @ 6:39:47 PM

Well seeing as you can't edit replies here:

BikerSaint (or 'BS'. I'm sure I've seen that somewhere before...),

Firstly yes, I think acting your age is important. You obviously find this a challenge. I was merely responding to the fact you called me a troll. That in my book is infantile name calling. It has nothing to do with my username. Not even sure why I bothered reducing myself to your level. You obviously have high sociopathic tendencies. Shockingly, manners is not something normally affliated with sociopaths but preconceptions and irrational judgements are. You weren't exactly welcoming, so don't sit on your high horse preaching about manners, mate. At least Underdog had the decency to welcome me even though he didn't agree with my comments. That shows maturity and an open mind. Usually something that comes with age...

Secondly I was wasn't belittling anything or anyone. There is not one single scoop on this site as everything is sourced from elsewhere which anybody with an interest in this industry would of found themselves probably before being published here. So no, this isn't news or unique information exclusive to PSXE. I see nothing wrong with challenging that fact. There are some good non-bias reviews here. Albeit with glaring grammatical and spelling mistakes which I am willing to over look. None of which are decision makers as I never make a decision based on one persons experience.

Thirdly. You missed 'go' out of your last sentence so no, it didn't make sense. I'm sorry you failed to notice that. And yet again you demean yourself to name calling by effectively calling me stupid. Really? Grow up dude. Although, 5th grade has absolutely no weight as I wasn't educated in the US. If, in your many years of non-wisdom you would of spotted that Prof. Monkeyforahead is from the amazing animated series Earthworm Jim and is actually a genius. An evil genius, but an genius all the same. He literally has a monkey for a head. Brilliant. I'm not proclaiming myself to be a genius but merely marking your insult as nonsense and infantile.

And lastly, yes you are JUST another poster here with an overly inflated opinion of yourself. I see it time and again you chasing away posters and trying to make them feel stupid because you don't agree with them. You have absolutely no place what so ever telling where I can go. Everyone has an opinion here so put down down your pitch fork and stop the witch hunt. It's realy quite pathetic.

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Monkey4aHead
Tuesday, July 05, 2011 @ 6:59:05 PM

OK fair point Ben,

There was no intention to insult and I apologise. Stealing was a little strong. I wasn't getting self righteous but merely defending myself and my right of an opinion. I just don't like how people here instantly go on the attack and resort to personal attacks and name calling. This is something you should curb as well as new posters. Swings and round abouts as they say.

Length of contribution really isn't the point here. Challenging someones opinion has nothing to do with status, or at least it shouldn't be.

So again I apologise for any offense made.

Last edited by Monkey4aHead on 7/5/2011 7:02:16 PM

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Ben Dutka PSXE [Administrator]
Tuesday, July 05, 2011 @ 8:16:03 PM

For the record, I could spend an hour posting about a hundred links to entirely original articles here at PSXE, from interviews to features to analyst thoughts, etc. It would seem to me that if you "frequented" this site, you'd know this.

Secondly, nobody calls anybody names unless they're provoked. Nobody would've called you names if you hadn't been so inflammatory with your first post.

Thirdly, this thread of conversation ends now.

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BikerSaint
Wednesday, July 06, 2011 @ 4:20:39 PM

Monkey,
Wow, at whatever age you are, you still can't comprehend that your 1st post was flamebait.

But for the sake of the forum & in respecting Ben's wishes, I'm done your rhetoric.

But if you insist on taking it a step further, just click onto the forum button(at the top of the page) & PM me.
Otherwise, I'm done with you.

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Nas Is Like
Tuesday, July 05, 2011 @ 12:24:23 PM
Reply

Honestly, I don't even care.

Not to sound like a d*** or anything but this article is pretty pointless. BF3 won't use shock value...meh. Good to know I guess.

Agree with this comment 4 up, 1 down Disagree with this comment

BikerSaint
Tuesday, July 05, 2011 @ 1:19:37 PM
Reply

Bach's words worry me a bit bit because I "WANT" authentic, real, and even a bit of controversy in my games.

That's exactly why "6 days in Falusjhia"(SP?) is still stuck in limbo-land hell, damn it!
Screw being P.C.!

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Clamedeus
Tuesday, July 05, 2011 @ 3:22:47 PM

I think you were looking for Fallujah Biker. :)

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BikerSaint
Tuesday, July 05, 2011 @ 4:40:44 PM

Yes, thank you Clamedeus.
I've been known to murder the spelling of "Fallujah" on PSXE on more than just one occasion!

At least I knew how to spell "Screw being P.C. right" LOL

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Clamedeus
Tuesday, July 05, 2011 @ 5:40:05 PM

LOL xD

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___________
Wednesday, July 06, 2011 @ 3:56:32 AM
Reply

no, they tried that with MoH and it did not exactly go well...........

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___________
Wednesday, July 06, 2011 @ 3:56:56 AM
Reply

no, they tried that with MoH and it did not exactly go well...........

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