Game distributor Electronic Arts has a new adventure in the works — one that won’t cost players a cent.

At least not initially.

The new “Play 4 Free” program that EA announced Monday — not to be confused with the casino gaming site of the same name — takes a new approach to making money by incorporating in-game advertising and something else: microtransactions.

Here’s how those work: A registered Play 4 Free member chooses a title from EA’s archive and downloads it but doesn’t fork over any cash until he or she wants to add customized features, then purchases those individually.

For example, in the first Play 4 Free title announced, the cartoon shooter “Battlefield Heroes,” players can customize characters and build assets for stronger armies. The cost of playing lies in each improvement; even a soldier’s uniform alterations might cost anywhere from a few cents to a buck or two.

“Battlefield Heroes,” a stripped-down, simpler version of the popular “Battlefield” series, will appear in the new format later this summer, EA says. And if it’s popular, the company will consider re-releasing other titles with the same feature.

Imagine though having to buy a football helmet for Tom Brady in “Madden NFL,” or soccer cleats for Wayne Rooney in the “FIFA” series? Over a short time, customizing games could drain one’s wallet, so that a game originally priced at $60 might cost players $10, $20 or more beyond that, depending on the extent of customization.

EA has not yet released details on its pricing structure for the microtransactions made in “Battlefield Heroes,” but Game Guy imagines that if they become popular — and that’s pretty much a given — EA may have to rethink the name “Play 4 Free.”