Having bought PopCap Games for $750 million, it’s clear that Electronic Arts certainly doesn’t mind spending a lot of money to ensure that they remain an industry leader. Equally, with Activision’s Call of Duty dominating the billion dollar first person shooter market, EA desperately wants to make Battlefield a viable competitor and, once again, they are prepared to pay big to ensure success.
Wedbush analyst Michael Pachter said in an investor note that he believes that EA will spend between $45 million and $50 million to promote Battlefield 3 this year. However, with EA’s CEO, John Riccitiello, saying that “a couple hundred million dollars” would be spent on marketing both BF3 and MW3, Activision are expected to spend even more on keeping their top spot.
Battlefield 3 releases on October 25th, only weeks before Modern Warfare 3‘s November 8th debut, putting the two franchises directly against each other in the busy holiday period.