EA Job Posting Sparks Speculation of Battlefield Mobile Coming Back

Electronic Arts (EA) recently released a job listing for Director of Performance Media for the Battlefield franchise. The job post has gotten many speculating about a potential return of Battlefield Mobile, which was postponed and eventually cancelled before it could be fully released. But the job description’s inclusion of PC, console, and mobile as focus areas has fueled renewed rumors.

This role is within EA’s Live Services Marketing Organization. It is meant to address user acquisition across all platforms, PC, console, and mobile. The role describes duties such as creating marketing strategies, executing paid advertising, and defining Return on Ad Spend (ROAS) targets. That it says mobile is significant, as EA previously had shifted away from making such plans.

Battlefield Mobile’s Past

Image via r/Battlefield by ErikHG10

Battlefield Mobile was being developed by Industrial Toys. The game did get to closed beta before EA chose to shut it down on January 31, 2023. EA cited a change in direction, stating the project no longer aligned with its long-term strategy.

Contributing factors included the lukewarm reception to Battlefield 2042, which triggered strategic reassessment, alongside rising user acquisition costs on mobile due to Apple’s IDFA privacy changes

What the Listing Suggests

Image via EA

Multi-Year Plans

The description states that the individual in this position will build multi-year user acquisition plans. Such preparation tends to imply there is a long-range product vision involved.

Platform Inclusion

It expressly includes mobile in the Battlefield growth strategy. This one fact is what a lot of the ongoing discussion is founded on.

Pre-Launch Pattern

Earlier, EA had advertised equivalent senior marketing positions prior to the big game promotions. This leads one to think there could be a mobile title relaunch or a new Battlefield mobile project.

As for EA currently, things are looking bright as the Battlefield 6 open beta drew record-breaking player numbers and praise for its nostalgic, destructible combat. But the gameplay reception is mixed. Fans cite fast TTK, CoD-like pacing, small maps, technical issues, and early cheating concerns. While some hail it as the franchise’s best since BF3, others fear balance and server stability may hinder its October 10 launch.