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BATTLEFIELD 3 is EXCLUSIVE for ORIGIN because ELECTRONIC ARTS WON T ACCEPT TO SELL ON STEAM -
EA want increase their number of accounts and players on their plateform : ORIGIN and improve their incomes on origin!
That's the reason why BATTLEFIELD 3 couldn't be on STEAM.
The second reason is a question about security ... because BF3 use multiple plugins and HTML interface before to launch the game ,
But they failed ... BF3 have VERY LOT OF cheater (aimbot,wallhack, ...) and our anticheat system sucks !
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The strategy of EA , it's the same like VALVE ...
Use their best seller (HL2,CS:S, L4D2, Portal2) to sign up in their plateform (steam) and create the massive community of steam and get lot of income.
For the moment, ORIGIN propose only EA games ,