On the PC, Battlefield is one of the biggest names there is. It's the daddy of large-scale online shooters; the online war that everybody wants to sign up for. On the console formats, however, the brand hasn't had the same sort of impact, and a lot of that comes down to the fact that, while online action games have a healthy audience on the Xbox 360 and PS3, it's the single player game that drives sales. For all that, Battlefield: Modern Combat did a fine job of bringing a slightly cut-down Battlefield to consoles, it didn't quite work so well when played alone.
It's more recent imitator - the thoroughly decent Frontlines: Fuel of War - provided a slightly more convincing campaign, but even this wasn't enough to steal hearts and minds from the likes of Halo 3 and Call of Duty 4. Battlefield: Bad Company, then, is DICE's attempt to stamp its ground in the console arena, and prove that Battlefield and single-player can mix.