In the landscape of gaming, the term “free-to-play” was once a foreign concept, particularly just a few hardware generations ago. During that time, the realm of free gaming was largely confined to browser-based MMOs, early MOBAs, and niche Korean titles that had minimal traction in Western markets. However, as the late 2000s approached, major publishers began to explore the potential of free versions of their flagship franchises.
Breaking New Ground with Battlefield Heroes
One notable experiment in this arena was Battlefield Heroes, a PC-exclusive spin-off that marked the first significant foray of a high-profile franchise into the free-to-play model. This venture was not without its controversies; the game’s third-person perspective and cartoonish art style presented challenges for traditional Battlefield enthusiasts. Interestingly, free-to-play was initially pitched as a remedy for piracy, highlighting the industry’s evolving strategies.
EA’s candid reflections on the complexities and expectations surrounding free-to-play games are particularly enlightening. Senior producer Ben Cousins described Heroes as a substantial risk, noting that it would need to achieve unprecedented popularity among Battlefield titles to be deemed profitable. He articulated a development philosophy that would later be recognized as the live service model, characterized by a transparency that is often lacking in today’s gaming discourse.
“The great thing is,” Cousins explained, “because we can monitor people’s reactions to different features on the fly, we learn whether a feature is worth putting in or not. If we actually hit our targets in terms of how sticky and addictive and fun the game is without adding a certain feature, then we now realize we don’t need to invest time in adding it.” This approach to development was revolutionary at the time, as games were not typically designed with real-time player feedback in mind.
Cousins frequently referenced the term “sticky” to describe the progression system in Battlefield Heroes. The game featured a straightforward upgrade mechanism for unlocking abilities and a currency system for weapons, which players could earn by completing rotating challenges. Notably, Heroes introduced daily challenges before they became commonplace in the shooter genre. While there is growing fatigue with currencies and grind mechanics today, Cousins attributed the game’s success to these “sticky” systems.
As players advanced, the cosmetic options for their characters became increasingly extravagant, often straying far from the traditional World War II soldier aesthetic. This evolution in design became a double-edged sword, as Battlefield Heroes served as both a blueprint for successful free-to-play elements and a cautionary tale of pitfalls to avoid. Initially, players could only purchase superior weapons with in-game currency earned through gameplay, but by late 2009, EA controversially shifted the game towards a pay-to-win model.
Cousins, however, recognized the financial logic behind catering to the dedicated players willing to spend money. In a subsequent talk at the Game Developers Conference titled “Paying to Win,” he defended the decision to allow players to purchase better weapons, citing data that supported this approach despite the backlash from the gaming community. Ultimately, Battlefield Heroes enjoyed a six-year lifespan before EA quietly discontinued it in 2015, part of a broader trend of phasing out free-to-play titles that has continued into 2026.
