EA’s decision to implement a co-op focus in Dead Space 3 was triggered by product research. Based on EA’s findings, in order to broaden the demographic of their game, they needed to make it less scary.
“We were hearing feedback that they love the thriller game, but it was pretty scary, and the obvious next step was that they wanted to play with someone. So we introduced co-op into the game,” marketing boss Laura Miele said, in an interview with MCV. “The horror of Dead Space is still all there. It’s still true to its roots and no less scary, but people felt far more comfortable playing it with someone else than they did doing it on their own.”
She continued, “Personally, I would rather go to scary movie with my husband rather than sit at home with the lights out watching one on my own. We’re looking for that to reach out to consumers that perhaps were not open to Dead Space 1 and 2.”