EA Using a ‘Moral Compass’ to Give Studios Loot Box Guidance

To say that Electronic Arts got itself in a little bit of hot water with its original plan for Star Wars: Battlefront 2 loot boxes would be one of the year’s biggest understatements. Battlefront 2’s loot box system had to be completely overhauled after an enormous fan backlash, while Electronic Arts’ stock price took a hit and governments debated whether or not loot boxes were gambling.

But now Electronic Arts is claiming it’s seen the error of its ways, and it supposedly wants to do right by fans without completely scrapping the idea of making money by selling loot boxes. Speaking with GamesIndustry.biz, Executive Vice President of Strategic Growth Matt Bilbey explained how the world’s second-largest game publisher has changed its approach.

Continue reading…