Electronic Arts, one of the biggest game publishers, has announced today a new initiative that could represent a sign of a new business model.

At the Digital, Life, Design Conference (DLD) in Munich, Electronic Arts announced Play 4 Free project, through which the gaming house will offer new games as free of charge downloads.

The first title, Battlefield Heroes, will debut this summer and it is a cartoon-style shooter inspired from Battlefield franchise. Electronic Arts said that while the game will be easy to pick up and play, it will offer a robust character customization and a deep online meta-game.

Developed by DICE, the same company that created the Battlefield games, the new title will generate revenue through advertising and micro-transactions.

Ben Cousins, Senior Producer at EA DICE, explained that the company will continually add new content into the game, based on player feedback. “As a game developer, it is such a cool new way to make games,” he said.

The players will be able to buy weapons, outfits and other virtual items that can be used in the game. Also, the game maker hope to attract new players from the so called 'online casual gamers” segment.

“Online gaming garners a massive audience,” said Gerhard Florin, EVP Publishing Americas-Europe at EA. “People want to play games in new ways, with easier access that is quick to the fun. With Battlefield Heroes, EA brings its first major franchise to North America and Europe with a new distribution model and pricing structure adapted to the evolving way that people play.”