How EA's Marketing Gamble on Mirror's Edge Changed the Fate of Dead Space

Key Takeaways

• EA prioritized marketing budget on Mirror's Edge over Dead Space based on mock review scores.
• Mock reviews indicated Dead Space would receive scores around 70, while Mirror's Edge was estimated at 90.
• Dead Space gained a cult following through word-of-mouth, enhancing its popularity post-launch.

While the Dead Space franchise has generally received good reviews, initial mock reviews were less favorable for the game compared to DICE’s parkour action game, Mirror's Edge. According to Bret Robbins, the game director of the original Dead Space, EA decided to allocate more of their marketing budget towards Mirror's Edge because it was projected to perform better in reviews.

EA’s Mock Review Scores for Mirror’s Edge Were Significantly Better Than Dead Space’s

In a video interview, Robbins explained how mock reviews rated Dead Space at around 70, while Mirror’s Edge was rated at 90. He stated:

"They actually cut our marketing budget…and Mirror’s Edge got it all. We were releasing about the same time, and they were trying to figure out the budget for that launch window. [...] They slashed our marketing budget, and they doubled down on Mirror’s Edge."

Despite the initial skepticism, Dead Space ended up receiving high acclaim, achieving an 89 average on Metacritic, while Mirror's Edge settled at 81. Interestingly, the remake of Dead Space has been met with even greater success, currently holding a 90 average on Metacritic.

Since its 2008 release, Mirror’s Edge has seen a sequel, while Dead Space had two sequels and a remake that garnered critical praise. However, EA has declined pitches for a Dead Space 4, as revealed by former Visceral Games boss Glen Schofield in the same interview.