EA: Battlefront 2's Loot Box Controversy a 'Learning Experience'

From IGN - April 16, 2018
By Shabana Arif

After the loot box controversy surrounding Star Wars Battlefront 2, EA'sPatrick Sderlund has said the company has learned from "those mistakes," and promises to "be better" going forward.

"Id be lying to you if I said that whats happened withBattlefrontand whats happened with everything surrounding loot boxes and these things havent had an effect on EA as a company and an effect on us as management, he said in an interview with The Verge. We can shy away from it and pretend like it didnt happen, or we can act responsibly and realise that we made some mistakes, and try to rectify those mistakes and learn from them.

Following a restructure of EA's executive team,Sderlund has stepped into the role of chief design officer, a position that "will expand his reach and drive greater impact in a new executive leadership position." EA announced that microtransactions would be returning to Battlefront 2 this week, andSderlund explained the company "got it wrong" the first time, resulting in microtransactions being pulled from the game just hours before its launch.

"People seem to appreciate what weve done, players are coming back, and were seeing stronger engagement numbers," he said. "People seem to think that for the most part, we got it right. It doesnt mean we will stop. Well continue to improve the game, well continue to push on these things, and well have to be very cautious with what this means for future products.


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