EA

Modern first-person shooter video games have a realism problem.

Nearly every major game launches with the promise of a grounded and immersive experience, but is quickly marred by celebrity crossovers, immersion-breaking cosmetics, and weapon skins that turn tools into toys. And players have long been vocal about a return to form.

But Battlefield 6 is different. It’s the most immersive all-out warfare experience players have been craving for years, which is why in a celebrity-fueled landscape, we chose to launch Battlefield 6 by subverting everyone’s expectations and delivering precisely what they were missing.

We played on every gamer’s fears by teasing the launch of a celebrity-filled ad, making everyone believe Battlefield is going to follow suit with the other major players in the category. Cliche and full of over-the-top bravado, these teasers made millions of fans think Battlefield 6 is going to be everything they were afraid of.

Then, 24 hours later, EA released the live-action film, where fans saw these celebrities blown up in the first twenty seconds to give rise to a grounded and gritty group of true Battlefield soldiers, engaged in game-accurate “Only in Battlefield” combat.