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Check it out here: Battlefield Heroes is for the "frustrated, restricted" player - Cousins // News // GamesIndustry.biz

The game – EA's first major entry into a market that is popular in Asia but still finding its feet in the West – hopes to capture the imagination of those who can't afford the latest homes consoles, are intimidated by the idea of playing with experienced gamers, or who can only dedicate a small amount of time to playing videogames.

"So who is Battlefield Heroes for? The marketing guys love to come up with snappy titles for market segments. The market segment they came up with for us was 'frustrated restricteds' – people who really want to play full games, and aspire to be gamers," Cousins told the attendees of GDC Paris during his keynote speech.