Seems EA is trying something different with their upcoming summer release of Battlefield Heroes. Not only is the game an artistic departure from previous battlefield titles (looks kinda cartoony, like TF2, maybe even cel shaded), but apparently it will be free to play, with the client downloaded from online. The business model for this game says it will make money via in-game advertising and micropayments for bonus gear and things.
Myself, I've watched the Battlefield series go from awesome to repulsive over the course of time. I have zero confidence in EA making this work.. but hey, if it's free to download, I might well check it out all the same.
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