EA claims Star Wars Battlefront II’s business model aims to ‘provide players with a sense of pride and accomplishment’


Some awards, you do not want to win. The Darwin award, for example. Or “worst business model of the year.” Or “most downvoted comment of all time on Reddit because you have the worst business model of the year,” which EA managed to score this past weekend.

In response to players continuing to riot over Star Wars Battlefront II’s obnoxious business model – specifically, the part where people are upset that key characters are locked behind an additional paywall in a game they already paid $80 for – EA trotted out the old “sense of pride and accomplishment” line. Seriously. They said that. Out loud.

“The intent is to provide players with a sense of pride and accomplishment for unlocking different heroes. As for cost, we selected initial values based upon data from the Open Beta and other adjustments made to milestone rewards before launch. Among other things, we’re looking at average per-player credit earn rates on a daily basis, and we’ll be making constant adjustments to ensure that players have challenges that are compelling, rewarding, and of course attainable via gameplay. We appreciate the candid feedback, and the passion the community has put forth around the current topics here on Reddit, our forums and across numerous social media outlets. Our team will continue to make changes and monitor community feedback and update everyone as soon and as often as we can.”

For this turd of a post, EA was rewarded with over 327,000 downvotes, apparently the most ever on Reddit. It’s still ticking up – er, down – as I type this.

And as MMORPG points out, EA didn’t stop there, as an EA community manager snarked on Twitter about “the arm chair developers on this internet.” Raise your hand if you’d rather be an armchair dev than the guy who has to market triple-dipping on an $80 video game as engendering a “sense of pride and accomplishment”!

Finally, since apparently it needs to be said, again, disagreeing with the professional conduct of a company does not give anybody carte blanche to harass individual developers. Don’t be that guy. Boycott the game and the company and complain about the policy; don’t take it out on random employees.

Source: Reddit, GIbiz. Cheers, Kinya!
Update Nov 15, 2017: You might notice that the tweet claiming to be from an EA employee has now vanished. Kotaku’s investigation into the alleged recipient of the death threats now suggests that something more nefarious was afoot in those tweets, as no one seems to be able to identify him to verify those threats or indeed whether he ever worked for EA. It is unclear whether he is a troll, an astroturfer, or something else entirely, but it does cast the ensuing debate in a new light.

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Warren Plummer

Hate to tell the developer this but if the president is subject to scrutiny and personal attacks because of his job. So is every other job on the planet including being a developer. Be that guy. Attack the developer. It holds them personally accountable for their actions up to and including making a good game. Crazy how that works. Board meetings are not like how they are in the movies. Amazingly enough he can make a difference by telling management all the way up to the board that something is a bad idea. He didn’t. He collected a paycheck and nothing else.

Zen Dadaist

Halp! I am drowning in all of the “sense of pride and accomplishment” memes infesting the internets now!

Steinar Bergstøl

Never played or bought a Battlefront game. I _am_ a Star Wars fanboy and if anything could have gotten me to try them out it’s that connection, but fuck that. They’re not getting a cent from me. This is not okay. This, as a business practice, is downright predatory. It’s cyberpunk-style megacorp levels of evil. This is the sort of thing the evil corporate villains in the original Robocop movie would think was a good idea.

I mean, sure, the gaming industry has never been squeaky clean, but the current state has me looking nostalgically at the “good old days” of the 8 bit era when the evil tactic of choice to sell as little as possible for as much as possible was merely “make it as disgustingly and frustratingly difficult as possible so it will take forever to finish, if anyone even can”. At least then they only tried to get away with making the game have as little content as possible because you would take forever and ever to finish even a single screen or level anyways (I’m looking at _you_, Ghosts & Goblins). Even that tactic, which was born out of forcing people playing arcade machines to pump as many coins into a game as possible to keep playing, seems relatively benevolent to the current level of Evil Overlordness these corporate suits are indulging in.

Help us, CD Projekt Red. You are our only hope!


What’s the point of a boycott if you are not using their services to begin with?

Jonny Sage

EA has ruined Battlefront/Field. I wont be buying any more. Going back to BF4.

Jack Kerras

Doesn’t BF4 require you to use in-game resources (IE experience gained for a given gun/class/etc.) to gain a lootbox which contains a random attachment for that gun?

Would BF4 not also take a bajillion hours to unlock all the attachments for all the guns?

I seem to remember it that way; I may be thinking of something else, but I’m -pretty sure- that’s BF4 I’m thinking about, do correct me if I’m wrong. It might be a different Battlefield game, but I know there have been several – Hardline included – that made you unlock specific things on a per-gun basis from random crates and wouldn’t allow you to use the same Russian RDS on your SAIGA as you did on your quad-rail M4 carbine, etc., as both needed to be pulled out of a ‘SAIGA pack’ or a ‘M4 pack’ or something.


So, the latest is that the account that claimed the harassment is (as I had a nagging suspicion) actually a forgery. The individual does not work at EA nor is affiliated with them in any means.

So, the whole internet jumped on this. A quick breeze through that feed gave me the feeling something was wrong. No dev or PR person would say some of the stuff they said, and it was quite interesting to see the weed stuff interspersed with what appeared to be “professional” tweets about EA.


Vicarious Fan

even if it wasn’t an actual EA statement…. EA needs to learn just how badly people are against the loot box/micro transaction pay to win models.

This should be a real clear message that they need to stop this business model and go back to $59.99 for a game and that’s it.


“The intent is to provide players with a sense of pride and accomplishment for unlocking different heroes”
So whats the sense of pride and accomplishment if they are not earned in game, the accomplishment of being able to open wallet, type in your cc details and hit purchase?



6.5/10 from Gameinformer.

“The dark side courses through Star Wars Battlefront II, playing mind tricks on gamers to spend more money to become stronger. By the time you read this review, there’s a chance EA may change how the Star Cards or loot crates work, but at this point in time, this predatory microtransaction model Force-chokes Battlefront II’s experience. It’s a shame to see a game with such clear greatness get pulled down to these depths. Star Wars deserves better. We deserve better.”

Kickstarter Donor

Alternative headline could have read “No surprise there then”.
I usually stay out of commenting on EA these days.
You can’t pass on experience, everybody has to draw their own conclusions and act as they see fit.
Just this, gaming life without EA titles has been just fine for me for the past 9 years.


I don´t know whats more weird that “The intent is to provide players with a sense of pride and accomplishment for unlocking different heroes” statement or that they think that players are dumb enough to believe it. It´s tragic because BFII is a good game imo. But with that complete and shameless greed EA showed they ruined it. I won´t buy it.