Dead Space 3's co-op component was introduced due to the series' past two installments being too scary to play individually, EA has said.
EA Games' group VP of marketing strategy Laura Miele said the co-op feature isn't merely following the route of other titles, but it rather shows how the Dead Space IP can scare players. She said how the publisher's market research teams switched their focus from the favorite genres or features of players, to the player's actual tastes pertaining to the situation, their mood or time of day.
"It was common for companies to segment the marketplace. Like, there's an Xbox 360 shooter consumer, or you have a PS3 sports fan consumer. And I knew that's not how people were consuming content.
"We went into people's homes. I went on a couple of these trips, and we asked 300 consumers across the globe to take all their games, place them on the floor and sort them... not a single consumer organized them by platform or genre."
What Miele found after he trips was that the first two Dead Space installments had limited success as they were just too scary to play alone.
"That's how co-op was introduced. Cooperative play was the ticket; that is the key need and motivation for consumers.
"I genuinely believe that there's a deep strategy that isn't just about a checklist of, 'this game did quite well and it had co-op in it, so let's put co-op in this.'"
Visceral Games' Dead Space 3 is currently scheduled for a release on consoles and PC during February, 2013.