EA GAMES
LOADING THUMBNAIL…
TASK
For the launch of Battlefield Open Beta, our mission was to re-ignite core FPS players, win back lapsed Battlefield fans, and engage new audiences. It had to feel true to the franchise: squad-based, tactical, and built for competition.
THINKING
Battlefield is at its best when it's played together. A beta downloaded alone at home is a transaction while a beta played shoulder-to-shoulder is a community driven experience.
SOLUTION
A two-city experiential takeover that turned Fortress Sydney and Melbourne into live Battlefield environments, Battlefield Labs was a free-to-play beta-access arena spectacle, with creator-led squads, and launch-night energy, that turned a marketing beat into a real-world community platform.
