EA launches Play 4 Free strategy with Battlefield Heroes

Developed by DICE, creators of the popular Battlefield franchise, Battlefield Heroes--which looks similar to Valve's Team Fortress 2--is the first game announced for Electronic Arts' new Play 4 Free business model.

Play 4 Free, announced today at the Digital, Life, Design Conference in Munich, is a new Web-based business model that EA plans to generate revenue with using in-game advertising and microtransactions. EA already offers FIFA Online as a free download in Korea, with a built-in system of micropayments that generate income for the company.

Although details on the game are scant so far, EA says that the gameplay in Heroes "caters to players of all skill levels... Gamers can spend hours building up their characters and conquering the world."

EA has also revealed that the game will use a matchmaking system to ensure that players are matched with equally skilled competitors.

Furthermore, DICE said that the game will be aimed at both seasoned Battlefield players and casual gamers alike.

Ben Cousins, a senior producer at DICE, said, "With the new online model, we will continually add new content to keep the game fresh and keep players engaged, while integrating player feedback in real time."

Battlefield Heroes will be available this summer for download from the official Web site.