Records, Hype, and a Beta That Dominated Everything
Few shooters have generated as much conversation in recent months as Battlefield 6. The open beta alone ignited a massive wave: the community accumulated nearly 100 million hours of gameplay in just two weeks. Even before the trial phase concluded, pre-orders on Steam reached over 800,000 according to industry analysts – translating to a potential revenue of approximately $40 million.
Analyst Rhys Elliott expressed confidence: “Battlefield 6 has the potential to surpass not only its predecessors but also numerous rival shooters if the promotional momentum remains strong until September.” However, EA was not willing to leave this momentum to fate, as highlighted by a recent revelation that is currently creating quite a buzz.
At the heart of the immense excitement is a marketing strategy that is unparalleled. Notable Call of Duty insider TheGhostOfHope shared via X that Electronic Arts invested substantial amounts in influencer partnerships – on various tiers.
EA/DICE are compensating content creators thousands upon thousands of dollars for playtesting and promoting Battlefield 6…
Creators attending the Battlefield 6 NEXT event, for example, were given a baseline of $10k to participate, with some like TimTheTatMan receiving as much as $300k.
Anyone… pic.twitter.com/yQa97zzuxo
— Hope (@TheGhostOfHope) August 23, 2025
“Up to $300,000” – The Cost of the Showcase
The multiplayer reveal at the end of July was particularly striking: More than 400 creators showcased several hours of gameplay concurrently. According to the insider, there was “a minimum of $10,000 for each participant,” while major figures received payments “up to $300,000.” One participant remarked, “the highest figure I’ve encountered for a sponsored arrangement.”
Moreover, EA reportedly went even further. Sources indicate that players involved in the internal “Battlefield Labs” tests over several months not only covered travel costs but also received consistent compensation. “Everyone working on the battle royale mode is being generously incentivized,” noted TheGhostOfHope – while cautioning: “Exercise caution in praising this game and what benefits they receive…”
Back in July, Insider Gaming reported on a multi-million dollar influencer campaign launched by the publisher. Apparently, they not only recruited individual creators but also engaged entire agencies to sustain the hype across all platforms. This effort has already proven beneficial for EA: fueled by the Battlefield 6 excitement, the stock price surged to a new record high.
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