Ben Cousins, EA’s Easy Studios General Manager, said in a recent interview with Rock, Paper, Shotgun: “I can’t think of anything more exploitative than gating all of your content behind having to pay someone $60. 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.”
Cousin’s also added that the future of gaming will be “platform agnostic” and based on “free games with deep multiplayer experiences.” Easy Studios are the creators of Battlefield Heroes and Battlefield Play4Free.