The Video Game May Be Free, But To Be A Winner Can Cost Money

Ever since John Riccitiello took over last year as chief executive of Electronic Arts, the video game industry bellwether, he has promised to revitalize the company with new games and new ways of reaching consumers. Now, that may be happening. In a major departure from its traditional business model, E.A. plans to announce Monday that it is developing a new installment in its hit Battlefield series that will be distributed on the Internet as a free download. Rather than being sold at retail, the game is meant to generate revenue through advertising and small in-game transactions that allow players to spend a few dollars on new outfits, weapons and other virtual gear.

Last word: Gaming, a business larger than the motion picture industry, still represents a largely untapped potential for advertisers. EA is moving in a direction that can change that with advertising paying the freight for some of its up and coming titles. Looking to connect with highly engaged gamers? Look no further.

Read the full story in The New York Times