Most of the videos about Star Wars Battlefront 2 and loot boxes are basically just ‘Tubers screaming obscenities into Blue Yeti microphones, but this one by Skill Up is ten times more damning: it includes actual research. The 25 minute clip is a little on the long side, but it packs some fascinating info, retracing the steps that led to the aforementioned sequel’s implosion.
In the video, the narrator goes all way back to the mid-noughties, where an old officially licensed UEFA Champions League game included the building blocks of the Ultimate Team mode. When the publisher lost the license to Europe’s premier club football competition, a fledgling developer pitched the concept to the executive producer of FIFA. That man was Andrew Wilson, the current EA CEO.
The video really goes deep, explaining how the Mass Effect 3 multiplayer team worked with the FIFA team in order to maximise the earnings potential of the title’s sticker packs. And it also looks at how Wilson’s very specific approach to the loot box has infected all of the publisher’s brands and franchises. It’s really fascinating stuff, and made all the more impactful by how well researched it is.
It’s a little lengthy, we agree – but if you do have the time and you’re interested in the business side of games, then we highly recommend the watch.
[source youtube.com]
Comments 16
Nice find, I read EA's share value dropped quite a bit with this scandal. Not surprising. Hit them where it hurts, no wonder they are desperately backpeddling now and are throwing out damage control.
worddd uppp sonnn.
It doesn't matter what EA say now, everyone knows what their true intentions were with and it shouldn't forgotten in a long time. I'm glad he proved something I've suspected for a long time now, games aren't that expensive to make so this whole excuse that publishers charge us for season passes and MTX to fund future content is complete and total BS
I find it interesting that Overwatch's loot boxes don't make that much money meaning that they don't need to be in thegame in the first place.
It's ironic really that for decades we've staunchly supported the industry against governments and "rent a politician" types who wanted censor the medium, we now find ourselves wanting these same governments to get involved so that they take these greedy publishers down a peg or two in the vein hope of things going back to what they once were (pay once, get all content) and that's on the heads of EA, Warner Bros, Ubisoft and Activision Blizzard for trying to normalize loot boxes and microtransactions in games that had no business been in except to appease their real costumers, the shareholders.
This whole microtransactions nonsense has killed all the excitement I had for the game I've been anticipating the most, Red Dead Redemption 2.
What was going to be a sure 1st day purchase has now been pushed completely to the back burner.
Sad times. Sad, sad times.
I choose to speak with my wallet and refuse to purchase games that participate in such matters. It isn't just a SWBF2 issue.
Loot crate this!
gamers pushed back on online passes, and they disappeared, though personally i'd no problem with making pre-owned buyers pay for online access. i think what might happen is the 'unknown' element of the FUT packs will be removed, and you'll simply buy the cards you want, but the more desirable cards will cost a small fortune. get ronaldo/messi/neymar for £14.99, £39.99 for a 50-game contract card, etc. it'll probably make more money than ever...
Wonder if they will now go for Take Two since they want Micros abs LBs in there games perm. But I suspect they'll do it like shark cards from GTA 5
Thanks for that video. Very interesting and actual research is always appreciated. And once again more proof that companies are spending less on actual development each year, while their revenues increase. And yet here am I wondering who is actually buying these loot boxes...
I'm also in favour of adopting the term ''Wilson Loot Box'' by the way, and using it whenever referring to the
EA-styleWilson loot boxes.That was an informative video! The P2W Wilson Lootbox has no place in the gaming industry, and seeing them rightfully regulated by the gaming control board will surely cut into EA's profits forcing them to make changes. Of course EA is such a scummy company I can see them doing things that are equally as egregious as P2W lootboxes, but I don't think it'll be nearly as profitable. Lootboxes are more subtle about how they get people to spend money, and they're also disguised as relatively inexpensive purchases.
It'll be a huge blow for sure if they are unable to profit from lootboxes seeing as how nearly half of their profits (plus Season Passes) rely on lootboxes. Good riddance.
@Octane My guess is people with proclivities towards gambling addiction and people with much more money than time are probably the main people that buy them. That's what makes them predatory. It's like how big tobacco used to market to people who they knew had issues with addiction or other stresses in life. It's disgusting.
And yeah, I'm done defending devs that say they need some kind of supplemental income to support their games. The facts just don't support that. I liked to give the creative team behind the game the benefit of the doubt, but they don't deserve that anymore. My passionate optimism has been replaced by pure cynicism now.
I do like Skill Up's videos - watched several of his series on The Division. He puts a lot more effort into them than most 'Tubers, and is always informative.
Loved your video Sammy i think we need a terminator to send back in time. Or just wait and see EA crash and burn in a few years. And yes big money and investors are a disease.
While I'm not a fan of loot boxes, and really don't think I've ever spent money on them outside of F2P iOS games, I'm also really not a fan of getting the government further involved in the gaming industry.
I liked the bit where he said they were unlike Pokemon and Magic cards because they lacked intrinsic value, since they only exist within their own ecosystem, with no trading and EA controlling drop rates.
Anyone still arguing the flip about how they are the same should see it.
Great video and channel, nice find Sammy...cheers
No one will miss EA.
It hurts but I'm glad I'm still boycotting them, as long as they pushing gambling like that and keep closing beloved studios, I will gladly not buy the only console Star Wars game we are getting for now.
Disgusting CEO, disgusting company.
My worst fear is that all games will become 'free to play' but you'll have to pay a small amount for every single thing.
Imagine a God of War game where the first stage is free, but the next stage costs 5 bucks, the next power-up or item costs 50 cents, and the like. It's not gambling, because you get what you pay for, but in the end you have to fork out 300 bucks to beat a game you used to pay 40-60 bucks for.
This is a bleak future that will be all the more possible if loot boxes will become obsolete. Because when a company makes X dollars a year, it wants to make X+1 dollars a year, how-to-do-it reason be damned.
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