Patrick Bach:
I think the learning weve done is that if you make a good game, people spend a lot of time with it. If you make a great game, they will never leave. I think we maybe miscalculated with, for instance,
Battlefield Bad Company, with a year. Its been out for a year and a half, and we thought people would spend probably half a year playing it and then it would start to trend down. Were actually at the same number of people playing today as we had three months after shipping. So its quite steady, how many people are playing the game. It actually went down slightly last Autumn when some other games were released, but it went right back up over Christmas when we released the Vietnam expansion pack.
So people are today playing the exact same amount of games as they did back then. So of course we miscalculated that, because we thought people would stop playing. And then people rank out and they unlock everything, and they start to feel fatigue for not getting more stuff. So I think the challenge is to figure out how long people will play this game for, and then make sure you have enough stuff for you to unlock. Because its not fun to have to play for ten years to unlock the last thing that doesnt make the game better, it makes it seem that theres no point to continue. But then again, you still want that carrot, dangling in front of you.
For Battlefield 3, we known that people play even more than Battlefield Bad Company 2, so were planning for even longer unlocks, a bigger unlock tree. So I think, to us, its understand how long people will play the game for, who will play the game, and how they will play the game. Based on that, which is the only information you can speculate on, try and give as much as you can for that period of time. So what were doing is, for instance, is deepening the game, but also broadening the game. Depending on your play style, you can actually unlock stuff based on a specific weapon or a specific class, rather than have everyone unlock everything.
https://www.rockpapershotgun.com/2011/09/01/battlefield-3-unlocks/