Interview with Halo co-creator Alex Seropian mobilegamer.biz commented on Electronic Arts’ closure of its Industrial Toys studio and the discontinuation of its multiplayer shooter, Battlefield Mobile.
Keep in mind that Battlefield Mobile was supposed to be out in late 2022 or early 2023, but in January EA announced the game’s discontinuation (along with Apex Legends Mobile) and the dissolution of Industrial Toys, which had 120 employees at the time.
According to Seropyan, at the beginning of development, several factors spoke in favor of the development of Battlefield Mobile, but in November 2021 Battlefield 2042 appeared and everything changed.
“A lot has happened in the last year. Battlefield 2042 came out and the community reaction wasn’t the best. This triggered a flood of thoughts.Seropyan explained.
The ex-boss also added that Apple’s tightening of IDFA rules (unique identifier for advertisers) hasn’t helped either, making paid user acquisition more expensive. Organic growth “killed” Battlefield 2042.
Therefore, although the Battlefield Mobile “beta” in the fall of 2022 went well (at least according to Seropyan), Electronic Arts was not willing to invest additional resources in the project.
As Electronic Arts put it when canceling Battlefield Mobile, the mobile game didn’t fit into the franchise’s updated vision. Studios focused on development of Battlefield 2042 and pre-production of future Battlefields.