There are three character classes - Commando, Soldier, and Gunner - which are fast-moving, medium and heavy, in FPS terms. You can also personalise your character - skin colour, face shape, facial hair, with clothing done later (with unlocks, and with micropayments to support other extras). "This is about creating your own unique war hero, so we need you to pick your faction from the start," says Cousins, as the man directing the demo wavers between Royal Army (they look like the Allies) and National Army (zey look like ze Nazis). Once you're signed up, you build your character. The website then tracks "stats and things" via login, and has leaderboards. Very few, actually - just your name, email address, date of birth and region, according to Cousins.
Like Facebook or a web-forum, you enter a few details and sign up. The website's actually the first thing we're shown, following a comedy trailer ("You don't visit a store, you don't enter your credit card details, and you don't download it from BitTorrent"), and seems like a good place to start. "We want to get as many advertising hits as possible, but at the same time we don't want to disrupt your experience at all." Zey have vays of making you enjoy yourself. "If you click on the banner it will open behind the game rather than interrupting your gameplay," he says, referring to the load-screen banner. Instead you'll see them on loading screens and on the website, which acts as a launcher for the game. "We don't have any plans to put billboards or posters advertising products in the game itself," says executive producer Ben Cousins. FIFA's getting better, not worse there's good new IP, like Skate, Spore, Mirror's Edge and Rock Band on EA's release schedule there are fewer money-grubbing Sims releases and Battlefield Heroes, despite its ad-driven business model, doesn't actually have in-game ads.
That was the theory anyway, but these days you can't really make that argument. EA, of course, makes DVD cases out of murdered kittens, bathes in the blood of nuns, and squats inside a hollowed-out National Trust volcano, eating babies. Particularly since this is EA, so obviously we're suspicious. We know you know this, but it's worth re-stating. First things first: it is free to download, and it is free to play.
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