SuperData examines the lootbox controversy’s effect on EA and the gaming industry
How big a deal with the lootbox controversy that finally hit the mainstream last year? Pretty big, SuperData argues. In a new blog post, the analytics firm argues that “the loot box controversy hampered Star Wars Battlefront II out of the gate” as shown by the game’s monthly active users compared to its predecessor’s, and that the resulting dumpster fire has caused publishers to rethink lootboxes and self-regulate or at least modulate their greed – an effect we’ve already seen in the MMO industry too.
“At the upcoming E3, we’re likely to see presenters announce ‘no loot boxes’ or that paid content is ‘cosmetic only’ in order to get on the good side of creators and hardcore gamers,” SuperData predicts. “Loot boxes won’t disappear anytime soon given their success in games like Overwatch (over $600M of loot boxes sold through February 2018). In the short term, though, ‘No loot boxes’ will be the game industry’s own ‘gluten free water’ — and we’re likely to even see this slogan used to market titles where loot boxes would not make sense such as adventure games.”
Coincidentally, The Verge has published an interview with newly installed EA Chief Design Officer Patrick Söderlund in which he admits the controversy affected the company. “I’d be lying to you if I said that what’s happened with Battlefront and what’s happened with everything surrounding loot boxes and these things haven’t had an effect on EA as a company and an effect on us as management,” he says. “We can shy away from it and pretend like it didn’t happen, or we can act responsibly and realize that we made some mistakes, and try to rectify those mistakes and learn from them.”
And EA apparently means to do just that with Anthem. “For games that come next, for Battlefield or for Anthem, [players have] made it very clear that we can’t afford to make similar mistakes,” he says. “And we won’t.”