Jay-Z helps Battlefield 3 crown itself king. Too soon?
The gravitas surrounding the impeding FPS war between Call of Duty: Modern Warfare 3 (MW3) and Battlefield 3 (BF3) is palpable. And perhaps it is that gravitas, be it significant or trivial, which makes it appear as if the advertising campaign for Battlefield 3 is just as concerned with bringing down its champion adversary in Modern Warfare 3 as it is in building a strong reputation.
Opening the trailer with the MSNBC quote claiming victory in the name of BF3 sends a strong message but is it the correct one? Does an early shot across the MW3 bow make any headway at all in EA’s blatant determination to knock MW3 from its perch?
In the lead up to the holiday release of both games it has been EA, by a large margin, which has been touting the end of MW3’s console shooter dominance. With Activision’s relative refusal, as of yet, to acknowledge the forthcoming battle for consumer favor much if not all of the BF3 posturing seems in many respects to be trifling attempt to build something off of the incredible success of the Call of Duty franchise.
Claiming victory without so much as a review for either game in existence makes the trailer premature. Although chest-pounding advertisements are nothing new EA’s commitment to gunning for MW3’s head, highlighted by the ‘above and beyond the call’ line at the end at the trailer’s conclusion, places a unique set of circumstances on the media flow concerning both games.
By all accounts BF3 is looking great and certainly needs not apologize nor tone down any aspects of its advertising blitz but one might wonder whether or not a more relaxed approach would signal the greater confidence with well over a month separating the public from the release of both titles.
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