Electronic Arts is saying this week that consumers shouldn't be worried about getting their hands on a copy of Star Wars: The Old Republic at launch. The only reason fans that want to play the upcoming MMO are worried is because EA announced earlier this year that it planned to ration sales of the game when it was released in December to keep game servers stable.
“We've taken a very detailed approach to looking at how do we maximize the customer experience when they go online with Star Wars – how to maximize the fun that they're having online, the stability, the quality?” EA Labels boss Frank Gibeau said during a conference call to discuss its latest financial results. "We're using our beta test to inform us of what scale that we can handle. Our pre-order campaign is tailored towards how we're going to do that.
“We're looking at a rollout plan that is fairly ambitious. We don't feel like we're going to be leading too much demand behind at launch but we definitely are going to be very cautious and thoughtful about how many people we bring on and in what order.
“It's a very interesting proposition from that standpoint because you have the Star Wars brand that draws in a lot of people. That is a good thing because we think we can sustain the business over a very long time as we grow. There's going to continually be new customer segments that we can open up and bring into the service.”