EA Games boss Frank Gibeau has said that introducing Battlelog for Battlefield 3 was merely what it called "mission one" in Battlefield's social experience.
EA introduced the service following the success from the introduction of Autolog in Need for Speed: Hot Pursuit, as well as become a rival to Call of Duty Elite.
"That community dynamic is so important to what we try and do long term. That's how we're thinking about it right now," Gibeau told Eurogamer.
"With Need for Speed: Hot Pursuit we had Autolog. We saw a lot of great results. Customers were really happy with it. They loved it. They spent a hell of a lot more time online.
"So bringing that over to Battlefield was mission one. That helped set up everything else."
Elite will include free features for all players, but will come with a premium sub for others. Those features for subs are yet to be announced. It'll launch with Modern Warfare 3 on November 8.
But taking a pop at Elite, Battlelog will be "all 100 per cent free," DICE boss Karl Magnus Troedsson said at EA's press conference on Monday.
But for the future, Gibeau wouldn't rule out having some sort of premium membership. But for this year, for BF3 at least, it will be free.
Battlefield 3 launches on October 25 in the US and October 28 in the UK for PS3, 360 and PC.