has announced plans for a new business model which provides free online games.
'Play 4 Free' will launch in the coming months with Battlefield Heroes
, a cartoon-style online shooter which will be free to download and play.
The game is based on EA's existing Battlefield
franchise, and will generate revenue through advertising and micro-transactions.
Gamers will still have to pay small amounts for new outfits, weapons and other custom features.
"Online gaming garners a massive audience," said Gerhard Florin, executive vice president of publishing for the Americas and Europe at EA.
"With Battlefield Heroes
, EA brings its first major franchise to North America and Europe with a new distribution model and pricing structure adapted to the evolving way that people play."
Unlike previous Battlefield
games which have focused on high levels of realism, Battlefield Heroes
has been designed with cartoon-style graphics and gameplay that caters to players of all skill levels.
"We put a different twist on this Battlefield
game with cartoon-style graphics and gameplay," said Ben Cousins, senior producer at EA DICE
which is developing the game.
"There is something here for all types of players, be it core Battlefield
fans or casual gamers.
"With the new online model, we will continually add new content to keep the game fresh and keep players engaged, while integrating player feedback in real time. As a game developer, it is such a cool new way to make games."Battlefield Heroes
is due for the PC as a free download this summer.