EA: Mirror’s Edge and Dead Space failed due to lack of support

Friday, 19th February 2010 23:40 GMT By Stephany Nunneley


EA’s COO, John Schappert, gave a speech at DICE this week chatting about 20 years of technology transitions in the gaming industry.

During it, he admitted that both Dead Space and Mirror’s Edge weren’t given enough of a marketing push.

Stating that “good marketing can’t make a bad game any better, but good games deserve better support”, according to Game Informer, Schappert also blamed poor sales of the aforementioned titles on a crowded release window.

Mass Effect 2 and Dante’s Inferno, though, were positive examples of how marketing can be successful, thanks to trailers being broadcast during football games, the Super Bowl, and other large television events.

Schappert also said he felt that large gaming companies should “create long-term relationships with consumers”, and two ways to do this was with DLC and other online content.

Thanks to such a thought process, not only will interest in games with extra content last longer on the market and in gamers’ machines, but will also help out retail -which is a gateway to DLC with physical releases.

Mirror’s Edge and Dead Space both hit the one million mark around this time last year, and back in March, EA stated that eventually both would be considered a success when looking at lifetime sales.

Dead Space 2 is down for a Q4 release in FY11 for consoles and handhelds with a PC version under consideration.

As of last year, it was reported that Mirror’s Edge 2 was in the works, with DICE refusing to comment on it as recently as last month.



  1. Springchicken

    I’m not sure I agree with his analysis of Dead Space’s failure. I seem to recall that the marketers at the time were extremely pleased with themselves concerning their ‘cross-pollination’, pushing comics and an animated movie release to tie-in with the game. Not to mention the significant attention brought to the Halloween release window.

    I think Dead Space’s problem lied more in its inability to prove to consumers that it offered anything interesting to separate it. The survival-horror genre has a lot of established names, and fighting for space in that crowd means you need to draw attention to your merits.

    I can’t fault him on Mirror’s Edge, though. That got very little attention outside of the specialist press.

    #1 5 years ago
  2. Freek

    Sure, they made a comic and a movie, but they diden’t tell anybody about it outside the niche gaming press. So it diden’t generate big sales.

    #2 5 years ago
  3. AHA-Lambda

    I can see his point but on the other hand for EA I don’t expect dante’s inferno to be a big hit for them :|

    #3 5 years ago
  4. Gekidami

    Deas Space failed? Well it was a new IP released during the xmas season going up against a few heavy hitter games so its somewhat understandable. No doubt the sequel will do rather well.

    As for Mirrors Edge: Meh, mediocre game that didnt really deserve to do all that well in the first place.

    #4 5 years ago
  5. Neolucifer

    Dead space didnt fail …Ea can repeat that crap ad nauseum , they wont manage to guilt people into buying dead space 2 .
    Instead alarming details concerning the action focus and pace of the second game , plus key member of visceral leaving right after DS1 , points out to quite some dissapointement for old fans .

    No new survival horror games make an habit of outselling older franchise (saves resident evil 5) and selling 1.5-1.6 millions of games .

    #5 5 years ago

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