With them going toe-to-toe with MW3, they needed to make sure they had feature parity.
So we have:
Multiplayer - Multiplayer
Singleplayer - Singleplayer
coop mode - Spec ops mode
And as for any arguments about them making a single player having any affect on the multiplayer, you guys are crazy. That's not how videogame development works. When you are making a AAA title like BF3, you have several hundred people working on the game, so the singleplayer and multiplayer are developed concurrently. Its not like they pulled people from the multiplayer to work on it, they simply hired more people. One could make the argument those people could be working on the multiplayer instead, but again, that's not how game development works. They have a plan for the multiplayer from the getgo, along with how many people they need to complete it on schedule.
As for the actual question, I really doubt it has a huge difference either way. Its mostly a bulletpoint for the back of the box, and any "casual" or infrequent gamers are going to be looking for that sort of thing because multiplayer is impossible for them to get into. I think Call of Duty has set a precedent for shooters having very good cinematic campaigns, and while its nothing new to have a campaign on a fps, they really upped the bar in recent years and earned recognition for it. Battlefield wants to compete with them, so they need to have a cinematic campaign as well.
I think most of us know if we care about the campaign or not, but in the end it wasn't really designed for us. I'm sure it helps sales, but definitely doesn't generate more money than what it cost to create. However it is helping to get a bigger share of the market, which is important for future titles. Its definitely a worthwhile investment on DICE's part.
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