EA Games: Anthem will be an antidote to Battlefront 2 woes
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EA Games: Anthem will be an antidote to Battlefront 2 woes

One of the world’s premier video game companies, Electronic Arts (EA), waded into a furor earlier this year when it released the highly anticipated Star Wars: Battlefront 2. Players were shocked at the frequent use of “microtransactions” which were employed to monetize the game. They cried out in anger at the fact that loot boxes players collected didn’t just contain cosmetic items, but items that actually changed the game. Star Wars: Battlefront 2 was not the only title of the time that came under fire – but it was the most high profile.

Despite the concern, EA’s share price recovered, and is now up 19%, year to date

graph 1904 EA


SOURCE: Yahoo Finance

This was not a minor worry. The game – one of EA’s major titles – was widely and heavily criticized. It was enough to send the company’s share price down Thankfully, EA has come out of it relatively unscathed, and its share price has moved into very positive territory. Players, critics, analysts and investors have all decided that the legendary gaming company, which is responsible for some of the biggest video games ever made, has learnt its lesson.

EA executive (and, as of last week, chief design officer) Patrick Soderland knows where the company went wrong. Reassuring reporters that cover the video game industry, he said:

"We have taken significant steps as a company to review and understand the mechanics around monetization, loot boxes, and other things in our games before they go to market. 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. And we won’t."

With Star Wars: Battlefront 2 already fixed, and massively hyped title Anthem on the way, that’s great news. And if EA’s share price is anything to go by, it’s news that’s getting through.


Dominion holds EA Games in its Global Trends Ecommerce Fund.

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