In an interview with Video Games 24/7, David Goldfarb, head architect of Battlefield 3′s singleplayer campaign, spilled the beans on Battlefield 3's singleplayer aspect.
One piece of information released was the length of the campaign; when asked about the length Goldfarb responded, "It’s not Skyrim, but it’s not three hours, or anything like that... Based on our play-times it’s probably more than that [of Modern Warfare 2's], but it’s not twice as long. But, again, we’ll see. When you play it on hard difficulty, it’ll take a lot more time.
Long story short; the game could be anywhere from 3 to 12 hours long, with the actual figure probably being closer to the latter. Furthermore, the plot is said to gradually gain in pace; with the earlier missions, such as those shown in Faultlines, having a slow pace, as opposed to the final missions which are "worth the wait."
Battlefield: Bad Company 2 sent players across the world to locations including Japan, Venezuela and Columbia, whilst locations in Battlefield 3 are to remain more localised.
"The biggest challenge, actually, was, ‘How’s this going to feel different from those guys, because we don’t want to make Bad Company 3 now; we want to make Battlefield 3 now."
— Goldfarb on the plot distinctions between Bad Company 2 and Battlefield 3
Also, unlike Bad Company 2, which essentially flew players all across the world, Battlefield 3 won't be set in as many locations in an effort to make the game seem more realistic, and will feature a much more serious story; one which Goldfarb himself admits may scare those who fell in love with Bad Company's humorous side.
"When we did BC2, I’d compare it to Diablo II, where they change your environment every 15 minutes. We did it to excess, almost, in BC2. This time around, one of the things with being more realistic and credible is that we do keep you in a area longer than we did in BC2 because everything’s happening in that area, but the area itself is sub-divided and you get a very different feeling in different space. So yeah, we’re pretty conscious of that. We did everything we could."