ProtEAs: Electronic Arts Reveal Their Plan To Take Proteus Down


The phenomenal rise to fame of Ed Key and David Kanaga’s musical exploration game Proteus has turned gamers around the world into drones of dopey somnambulists. Like moths to the flame, Proteus players will drive you senseless with their drivel about connecting with their inner selves while playing the game, and enjoying simple pleasures such as gentle colors and tinkles in the ear. It’s not for everyone, of course, as there are those who think it’s all a bit artsy fartsy for them. Unquestionably, those who reject Proteus and the forward advances it makes in the medium are in the minority.

“I don’t get it,” says one forum poster, “there’s nothing to do and the music is by a band I’ve never even heard of. Adding a bit of Linkin Park would probably make it at least worthy of my attention. It’s a bit shit if you ask me. It’s not even a game.”

While there is a small but strong resistance to the ever-increasing popularity of Proteus, the big game development companies are huge supporters of the direction the game is taking the industry, and one of them has been inspired to take the basic concept and make it their own. EA announced today that their next big gaming franchise will follow the example set by the current number one seller on the download charts, and it’s the much rumored DICE-developed and cheekily named ProtEAs. The name of which is said to be a conscious effort by the corporate heads to ensure that EA is the name you associate with this new breed of exciting games that players are happily paying out of their ears for.

We spoke to Davide Lock, Commercial Strategist at EA, about the game and how its development came about:

“The sales of Proteus were completely bewildering to us as it’s a game that, according to all of our Marketing Experts, goes against what we understand of saleability and monetization. There’s no multiplayer, guns or achievements. You just walk. And for some reason gamers seem to enjoy that. We have been forced to take note of this new trend and go with the majority flow in order to survive in the current gaming landscape.”

EA, the company itself, is also going through a massive rebranding at this moment in time to further push this new direction they’re taking with the kind of games they’ll be selling to players. They’re keen to emphasize they’re affiliation with the ‘art game’ and as such are now insisting to be referred to as “Electronic Arts”. They’re claiming that the company was originally named this to ensure that the art of games is part of their branding and to demonstrate that it is at the forefront of their concerns.

No More Zzzzzzzzz


Electronic Arts will still be holding on to all their previously successful franchises, but a few changes will be made. They recently held a meeting with DICE to discuss how they can transfer some of the innovative ideas from ProtEAs into their other huge and upcoming title Battlefield 4. The hope is that the additions will further appeal to their players and encourage them to pay even more for the game through DLC packs. The result is a new gameplay mode called ProZeas, which incorporates the wildly popular Zombies co-op mode from rival franchise Call of Duty, as well as the walking gameplay of ProtEAs.

Further details on ProZeas came from two of DICE’s Key Gameplay Merchants, Mike Sit and Alex Swivel:

“We’re really excited about this new gameplay mode and think our players will be too. There’s two teams, one of which has access to guns and will need to defend the building they’re situated in by gunning down the zombies on the outside. This side will also need to be wary of sunlight streaming in as it will harm them; boarding up the windows is the only option to prevent consequent melting by direct sunlight.”

“On the other side, we have a team of zombies. They’ve been over exposed to the rays of light outside world and find themselves unable to resist chasing animals around and staring at trees. They’ll try to clamber into the building to drag the other team out the gritty and grey interior and into the sunshine.”

We’re told that DICE have more tricks up their sleeve for the Battlefield 4 single player too, but they wouldn’t reveal those until a later date. They did say that they had spent months capturing the sounds of slow moving footsteps though. Does this mean we’ll be lowering our guns during entire walking-only levels in Battlefield 4? It certainly looks that way.

“As Proteus proves, a game like this does appeal to a large player base, and it seems that money is just being thrown at it, to just…walk around. We think more can be done to this formula. Naturally, being the market leaders we are, we’ve noticed the lost monetization potential of Proteus, and so we’ve developed our own in-house version of the game that acknowledges that.”

Putting The “Pro” In ProtEAs


Conversation was then brought back around to ProtEAs, much to our delight. Apparently, DICE have been working hard to make sure the pixel sizes of their new title will match those in Proteus. The palette, the creatures and the other randomly placed objects in Proteus have also been transferred almost directly into ProtEAs. Electronic Arts don’t want to mess with the basics of the popular game, anyway. In fact, you could almost say that the game is a complete clone upon looking at the first screenshots.

There are some notable differences, however. One of which is the introduction of a “Guiding Path,” which can be brought up at any time to show you suggested scenic routes. By following these, you’ll be able to unlock achievements for demonstrating your ability to follow orders. There’s also a shop placed on the island, where you can visit and spend real money on various in-game items. Fancy some shades to look at the sun without being blinded? How about a spade for digging up sand on the beach? Electronic Arts assured us that the items won’t break the experience of the game, only enhance, just before they rubbed their hands together and started cackling in unison.

The major addition that ProtEAs will have that Proteus doesn’t is an online mode, at a cost. Players can connect to a server where up to 16 players can wander around the island together. If you want to enhance the experience, though, there will be a number of DLC packs available from day one of the game’s release. Electronic Arts mentioned that they were taking the walking game to the “next level” by bringing in all sorts of requested features with these DLC packs. Here’s the list they shared with us:

  • Online Pass – $9.99
  • Hiking Gear Collection – $4.99
  • Frogs With Faces – $4.99
  • Footsteps Sounds Pack – $3.99
  • Speedrun Add-on – $4.99
  • Planes, Trains, Automobiles – $4.99
  • BrotEAs Mega Brospansion – $9.99
  • ProZeas Cross Promotional Edition – $7.99
  • Create Your Own Character – $3.99
  • Epic Weapon & Resource Pack – $2.99
  • Ultra Weapon & Resource Pack – $1.99
  • Mega Weapon & Resource Pack – $1.99

ProtEAs PromotionLastly, Electronic Arts were keen to showcase their marketing campaign adverts that they hoped would discourage people from playing Proteus and to seek a similar experience in their own title. As you can see in the picture advert to the right, the plan is to point out that Proteus can also be linked to Proteus Syndrome, the congenital disorder that causes terrible skin overgrowth and monstrous bone development. This will hit all major online stores and be plastered all over gaming websites to ensure that players get the message that Electronic Arts want to get across – they’re the big boys on the art game scene.

“We figure if players can be convinced that Proteus got its name from Proteus Syndrome, because if you play it for too long you begin develop a form of the disorder, then players may not be so willing to play it.”

As to questions as to whether they thought this was insensitive to sufferers of Proteus Syndrome and potential accusations of slander, Electronic Arts merely said that “all’s fair in love and war.” They added that they were only joking around and don’t intend to cause any harm – they’re a business at the end of the day, and they have to make money. They also informed us that they’ll be donating 0.02% of sales to the charity Proteus Syndrome Foundation too.

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  • Cbear Wallis

    This is a complete outrage. The mere thought of a corporation trying to cash in on a unique and very personal experience defeats the purpose of the whole thing. If they were dumb enough to only listen to charts and graphs on what makes good games then what makes anyone believe that they won’t do the same but just with the influence of the real innovators. But then again if indie/art games weren’t in the minority then we wouldn’t feel cool and underground.

    • Bandito Juan

      Guys…. pretty sure this is satirical. Can’t find any news about it anywhere else online, and those images look badly photoshopped.

      • Chris Priestman

        It’s heavily, heavily tongue in cheek, yes. If people believe it as true then, well…that just proves my point – this kind of thing should be very obviously satirical. The fact that it might not be and it isn’t too far fetched from what could happen is a problem.

  • Steve

    I don’t know how I feel about this. On one hand, it’s very cool to see EA take notes from an indie game studio. I feel like there are a lot of cool games that EA can make if they weren’t so concerned with doing the usual AAA game. On the other hand, it seems like they are being very disrespectful to Proteus and are simply copying them to cash in on their game. The Proteus Syndrome advert shows they have some serious disrespect, which is ridiculous since their game is practically a clone of Proteus.

  • banditmeerkat

    Didn’t get it until I read EA will be donating 0.02% of sales to charity

  • Tanner

    i really hope this is a joke.

    • TheBareMin1mum

      Of course it is. No one in their right minds would spend an entire paragraph worth of information about colour palette and pixel size.

  • Josh Riley

    The amount of people who don’t immediately recognize this is satire is a bit alarming. Not for the people, but for EA.

  • Gaz

    What a surreal read, i wish had this kind of marketing for my game genocide dolphins, its kinda proteusy :)