EA is ambitiously targeting 100 million players for its upcoming Battlefield game, codenamed Glacier, a goal that many within the development team find unrealistic given that previous titles like Battlefield 2042 only reached 22 million players.

This ambitious target represents a significant financial gamble for EA, which has invested over $400 million into the game's development, making it the most expensive title in the franchise's history.

Development has faced numerous challenges, including the closure of Ridgeline Games, which was responsible for the single-player campaign, forcing other studios to take over and start from scratch.

The collaboration involves multiple studios—DICE, Motive, Criterion, and Ripple Effect—complicating communication and cultural integration, which has contributed to employee burnout and concerns over working conditions.

As the project progresses, reports of extreme stress and burnout among team members have surfaced, with many requiring leave due to the intense pressure to meet high expectations.

Concerns are growing that the single-player mode may be rushed or cut entirely to meet launch deadlines, further impacting the game's overall quality.

Despite these challenges, the game is currently in closed alpha testing, with various features leaking to the public, generating some positive buzz after the disappointment of Battlefield 2042.

The game is expected to include a free-to-play mode, likely a battle royale, which EA hopes will help attract a larger player base.

Industry experts suggest that EA's consideration of a free-to-play model, similar to Fortnite and Call of Duty, may not guarantee success, especially given the franchise's historical performance.

Skepticism around the 100 million player target stems from the perception that it is overly ambitious, particularly when comparing it to the franchise's past successes.

The globalized structure of the development teams has led to long working hours and extraordinary stress, with employees juggling meetings across multiple time zones.

Critics argue that EA may be overlooking key factors influencing player counts, including the impact of the COVID-19 pandemic on gaming trends.