October 16, 2021

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Imagining FIFA Ultimate Team without pay-to-win loot boxes

After I’d wrapped up my interview with EA’s Chief Experience Officer Chris Bruzzo on FIFA’s loot boxes, I felt like I was clear on one thing: the company is willing to lightly edit the way Ultimate Team’s controversial monetisation works, but the fundamentals? It’s sticking with those.

I suppose I shouldn’t be surprised. In our interview, Bruzzo makes the case for why EA believes it’s perfectly reasonable to sell loot boxes that contain gameplay-affecting items within FIFA, and I challenge him on that. If nothing else, I think it makes for an interesting back and forth – one that gives us a good idea of how EA thinks about its prize cash cow. I finished the interview with a better understanding of where EA’s coming from and where it’s going with Ultimate Team, but my opinion on it remains unchanged.

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