electronic arts

The Real Deal

The Real Deal game was designed to be as authentic as possible with EA consulting with Special Forces soldiers during all game design phases. To showcase the authentic nature of the title we decided to recruit four Australian Special Forces soldiers to road test the game. We leaked out a series of videos showcasing the soldier’s opinions about the game and also gave fans a look into the deeper mindset and attitude of each Australian soldier.

The campaign then launched a LAN tournament, challenging Aussies to earn a seat to compete against the soldiers. Entrants had to form their own squad and “call for backup” to get as many Facebook friends as possible to vote them to glory.