The term "free-to-play" was not common in gaming until the late 2000s, when major publishers began exploring free versions of their flagship franchises. Battlefield Heroes was a significant experiment as a PC-exclusive spin-off that marked a high-profile franchise's entry into the free-to-play model. EA's senior producer Ben Cousins described it as a substantial risk that needed unprecedented popularity to be profitable. The game featured a real-time feedback development philosophy and introduced daily challenges, which became common in the shooter genre. Initially, players could only purchase superior weapons with in-game currency, but by late 2009, EA shifted to a pay-to-win model. Battlefield Heroes had a six-year lifespan before being discontinued in 2015.