In fall 2011, EA launched a rather pointed marketing campaign in its efforts to usurp Activision's Modern Warfare 3's multiplayer throne, challenging players to "go above and beyond the call" with its latest shooter, Battlefield 3. While EA inevitably couldn't scratch the Call of Duty juggernaut in overall sales, it planned to extend the title's shelf-life with an ambitious post-release content strategy that would span the next year and a half, culminating in this month's launch of End Game — the fifth and final downloadable release for Battlefield 3.
Such lengthy post-release support is uncommon for the industry and the shooter genre, but with Battlefield 4 possibly more than another year away, EA has successfully limited the gap. And more importantly, it's done so with substantive multiplayer expansions that not only reinforced the core product, but expanded the game thematically, mechanically, and experientially.
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