Ben Cousins, General Manager of EA’s free-to-play branch Easy Studios, says that the current $60 retail model for games is exploitive. In several interviews to promote the launch of Battlefield Play4Free, Cousins is throwing jabs at the traditional retail model and putting a positive spin on free online games. Of course, it makes sense that Cousins would bag on retail, while pointing out the sunshine and rainbows he feels are associated with the free to play model.
"I can’t think of anything more exploitative than gating all of your content behind having to pay someone $60," Cousins tell Rock, Paper, Shotgun. "That's a really harsh business model if you think about it objectively. What we do is enable everyone to play the game, and figure out if they like it. If they don’t like it they can walk away and they don’t lose anything."
Cousins adds that the future of gaming is "platform agnostic" and that "free games with deep multiplayer experiences" will be at the center of it all.
On a related note, you can check out Battlefield Play4Free by visiting battlefield.play4free.com.