• by Danielle Oster , March 5, 2025

 

In a new campaign, Electronic Arts (EA) and Hazelight Studios introduce a novel solution to a long-running problem for gamers: what to do when you can’t find a gaming partner.

To promote the March 6 launch of co-op action/adventure title “Split Fiction,” releasing across Microsoft Windows, PlayStation 5 and Xbox Series X/S, the companies, working with creative agency Mother, provide a distinctive offer.

An ad billed as an “unboxing trailer” shared online, including on EA and Hazelight’s social media channels, opens on Hazelight Studios founder Josef Fares excitedly announcing the release. Fares informs viewers that with the “Friend’s Pass,” they only need to buy one copy of the game to play it online with a friend.

“But Ive heard your feedback: Some of you out there don't have a friend to play with. Well, don´t you worry, I’ve got you covered,” he adds. The spot then introduces “Split Fiction: Friend Edition,” described as “The world’s first game to ship with a real, live friend to play with,” before adding that it’s probably easier to find one on the game’s Discord server platform.

While the video is an obvious joke, it corresponds to the real offer for two players to play the game cooperatively, with only one of them actually purchasing the game. 
The campaign follows a gameplay trailerfor ‘Split Fiction’ released last month.

The marketing of the game seem to reflect a broader strategy in how EA promotes new titles as it struggles to cut through a crowded category.

“In order to break out beyond the core audience, games need to directly connect to the evolving demand of players who increasingly seek shared world features and deeper engagement alongside high-quality narratives,” EA CEO Andrew Wilson said during a Q3 2025 fiscal quarter earnings call with investors.