Scott Steinberg: EA's Mud-Slinging is a 'Smart Move'

August 23, 2011 -

EA's trash-talking to Activision about its Call of Duty franchise may be frowned upon in some circles, but Scott Steinberg of TechSavvy Global sees it as a clever ploy on the company's part to draw attention to its Battlefield series.

"It reflects just how seriously Electronic Arts and Activision take the coming clash of the titans - and how much each side has invested in the conflict's outcome," Steinberg tells Industry Gamers. "Modern Warfare 3 enjoys tremendous brand recognition and a massive fan following, giving it a marked advantage over Battlefield 3 at the cash register… but Battlefield 3 may very well be the more ambitious, polished and critically-acclaimed of the two titles. Moreover, each side plans to spend well into the eight or nine figures promoting the titles, reinforcing just how high the stakes are they're playing for."

Wedbush Securities analyst Michael Pachter noted that EA may look bad, but the sassy talk is certainly garnering some interesting publicity. Marketers will tell you there's no such thing as bad publicity..

"Smart move, AND petty and unprofessional," Pachter noted, adding that Activision isn't an innocent bystander in the war of words. "That's the nature of competition. Bobby was loudly trashing BF3 at E3 (not ready on consoles, 30 frames/sec), so it's arguable that ATVI 'started it' and it's easier to take the high road when you're in first place, so they are doing so now."

Steinberg says that mud-slinging in the industry is not a new phenomenon (I can remember members of Ion Storm and id Software going at it in .plan files in the late 90's - ED.). "From a broader perspective, tasteful or no, the mudslinging means little from the perspective of semantics - subtelty's never been an industry strong suit, as gaming rivals have been hurling insults since the days of 'Genesis does what Nintendon't.' But what such smack-talk does do is galvanize attention around the coming showdown: A win-win for both sides from the perspective of pure publicity."

"Whether or not that's by design, or simply a natural outpouring of the enthusiasm and emotional investment each publisher has invested in the projects is largely irrelevant," he added. "Regardless of your appetite for name-calling, there's no denying the clear upsides gained via such scuffles, as these heated exchanges help keep both games in the headlines, and top of mind."

Source: Industry Gamers

 


Comments

Re: Scott Steinberg: EA's Mud-Slinging is a 'Smart Move'

It just depends on your preference. Battlefield is more about the environment and is slower-paced. Modern Warfare is faster-paced and is more about the combat.

Re: Scott Steinberg: EA's Mud-Slinging is a 'Smart Move'

Everyone is entitled to their own opinion. I respect that but I'm not entirely sure that a game session where 64 people are in combat with 64 different people (something that can't be done in Modern Warfare) could be considered "slower-paced" by any stretch of the imagination.

Don't get me wrong, I absolutely loved IW's Modern Warfare and play it still but this time around I fear DICE/EA's product will trump the product from IW/Activision. Without West and Zampella, IW/Activision's product is starting at a deficiency.

 
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MonteThough from a business side, i would agree with the article. While it would be smarter for developers to slow down, you can't expect EA, Activision or ubisoft to do something like that. Nintnedo's gotta get the third party back.02/28/2015 - 4:36pm
MonteThough it does also help that nintendo's more colorful style is a lot less reliant on graphics than more realistic games. Wind Waker is over 10 years old and still looks good for its age.02/28/2015 - 4:33pm
MonteWith the Wii, nintnedo had the right idea. Hold back on shiny graphics and focus on the gameplay experience. Unfortunatly everyone else keeps pushing for newer graphics and it matters less and less each generation. I can barely notice the difference02/28/2015 - 4:29pm
MonteON third party developers; i kinda think they should slow down to nintendo's pace. They bemoan the rising costs of AAA gaming, but then constantly push for the best graphics which is makes up a lot of those costs. Be easier to afford if they held back02/28/2015 - 4:27pm
Matthew Wilsonhttp://www.forbes.com/sites/insertcoin/2015/02/28/the-world-is-nintendos-if-only-theyd-take-it/ I think this is a interesting op-ed, but yeah it kind of is stating the obvious.02/28/2015 - 2:52pm
prh99The government probably doesn't need an app, but I was think more along the lines of a company that was going to sell the collected info. “If you're not paying for the product, you are the product” sometimes even if you pay.02/28/2015 - 1:50pm
E. Zachary KnightWhat better way for the government to keep track of you than to get you to install an app that lets you insult the government.02/28/2015 - 11:03am
prh99No, but I looked it up and it's basically spyware. Their privacy policy says their apps tracks among other things your location and browsing habits via cookies.02/28/2015 - 8:20am
Ryan RardinHas anyone here heard of an app called iCitizen? It's basically Yelp for politicians.02/28/2015 - 5:16am
Andrew EisenAh, not linked in the way you (and everyone else) want and expect. That's true.02/27/2015 - 10:06pm
Matthew Wilsonthey are not linked in a way that tracks purchases though. the fact that they have to send a code for the other system shows that they are not linked in the way it counts.02/27/2015 - 9:39pm
Andrew EisenAccounts are already linked. Have been for quite a while. Also, Mario vs. Donkey Kong was announced as a cross-buy title during last January's Nintendo Direct.02/27/2015 - 9:25pm
Matthew Wilsonhttp://www.vg247.com/20…/…/27/olli-olli-3ds-wii-u-cross-buy/ I wounder if this is a sign that Nintendo may finally link accounts across the 3ds/wiiu in the near future.02/27/2015 - 9:18pm
prh99http://www.romanoriginals.co.uk/invt/70931?colour=Blue The dress does comes in white and blue but both have black lace and a sheer back top, I don't see gold or brown. 02/27/2015 - 8:54pm
ZippyDSMleeDungeons was a so bad so good game to me so I been keeping up with its sequel which will more of a Dungeon Keeper clone. As for pre order out of 7 preorders I was not burnt by 2... Add my contempt of most of modern game design.Ya I have all kinds of hurt.02/27/2015 - 8:40pm
MechaTama31I don't even want to know...02/27/2015 - 8:22pm
ZippyDSMleeFun? I can do fun…. I think LOL. Dungeons 2 is on preorder but not via steam... >> Hell I am breaking all kinds of personal butthurt rules to even THINK about pre order...02/27/2015 - 8:12pm
E. Zachary KnightHad some fun discussions about that dumb dress on Facebook. I opened the original picture in GIMP and sampled the colors and determined them to be Blue and Gold. People still say I am wrong.02/27/2015 - 7:41pm
ConsterTime for something completely different: #teamwhiteandgoldllama!02/27/2015 - 7:27pm
ZippyDSMleeAndrew Eisen: I'll try. ^^02/27/2015 - 5:40pm
 

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