VGC reports the publication in question is the latest in-store magazine from UK retailer Smyths Toys, which featured an advertisement for FIFA 21 centred around the Ultimate Team mode.

The ad listed the four steps of playing Ultimate Team, with step two being “Use FIFA Points to open packs.”

FIFA Points are the virtual currency Electronic Arts sells specifically for the Ultimate Team mode, with the player packs being the sports series’ equivalent of randomised loot boxes — or ‘surprise mechanics,’ as EA prefers to call them.

Images of the ad were shared via Twitter by user ‘AllFifaMistakes’ with the hashtag ‘ThisIsntOK’, while another user shared an image of an in-store promotion with a similar message. The in-store placement also pushed the use of FIFA points and specifically advertised wallet top-ups for the PlayStation Store.

The tweets have sparked negativity on both Twitter and forums such as Reddit, with EA accused of “normalising in-game purchases for kids” in an unethical way. It has also further fuelled the debate as to whether FIFA Ultimate Team constitutes gamblng.

The publisher is currently facing a class action lawsuit in California that asserts Ultimate Team violates the state’s gambling laws.

Meanwhile, the UK government is currently calling for evidence — both positive and negative — around concerns about loot boxes.

Following a lengthy enquiry last year, a committee for the Department of Digital, Culture, Media and Sport recommended that paid loot boxes should adhere to the regulations of gambling laws and called for a ban on selling games with loot boxes to children.

Following EA’s financial results earlier this year, chief financial officer Blake Jorgensen said revenues from FIFA Ultimate Team — already a major earner for the publisher — were “off the charts” during lockdown.

Sign up for The Publishing & Retail newsletter and get the best of GamesIndustry.biz in your inbox.

SVP Mike Blank shares the goals behind the publisher’s recent moves to Game Pass and Steam, and rebrands of first EA Play, and now Origin

There are no comments on this article yet. Why not be the first to post one?

Source: https://www.gamesindustry.biz/articles/2020-09-28-ea-under-fire-for-promoting-fifa-loot-boxes-in-toy-catalogue

Electronic Arts, Loot box, FIFA

World news – GB – EA under fire for promoting FIFA loot boxes in toy catalogue

En s’appuyant sur ses expertises dans les domaines du digital, des technologies et des process , CSS Engineering vous accompagne dans vos chantiers de transformation les plus ambitieux et vous aide à faire émerger de nouvelles idées, de nouvelles offres, de nouveaux modes de collaboration, de nouvelles manières de produire et de vendre.

CSS Engineering s’implique dans les projets de chaque client comme si c’était les siens. Nous croyons qu’une société de conseil devrait être plus que d’un conseiller. Nous nous mettons à la place de nos clients, pour aligner nos incitations à leurs objectifs, et collaborer pour débloquer le plein potentiel de leur entreprise. Cela établit des relations profondes et agréables.

Nos services:

  1. Création des sites web professionnels
  2. Hébergement web haute performance et illimité
  3. Vente et installation des caméras de vidéo surveillance
  4. Vente et installation des système de sécurité et d’alarme
  5. E-Marketing

Toutes nos réalisations ici https://www.css-engineering.com/en/works/

LEAVE A REPLY

Please enter your comment!
Please enter your name here