Electronic Arts had big plans for Battlefield Mobile, but the game–and its developer–were shuttered in 2022, leaving many scratching their heads as to why EA would make that call. The game was in development at Industrial Toys, a studio founded by Bungie veteran Alex Seropian and acquired by EA in 2018. Seropian told MobileGamer.biz that at the start of development on Battlefield Mobile, things were looking “super good” due to the shooter genre growing on mobile, the strength of the Battlefield franchise, and the caliber of the team.
However, the tepid reception to Battlefield 2042’s launch in 2021 combined with Apple’s changes to its “identifier for advertisers” (IDFA) system, and other factors, contributed to EA making the call to close up shop.
The community reaction to Battlefield 2042, which was not good, led to a “bunch of introspection” about the future of the Battlefield series, Seropian said. As for the IDFA changes, in essence, it made user acquisition “a lot more expensive,” Seropian explained.