It's just not EA's year, 2017 didn't start off well, with Mass Effect Andromeda bombing and being torn apart by critics, review, and fans, then they had a massive backlash to Star Wars Battlefront 2's microtransactions. Fans turned the tide of the massive publisher desire to push paid loot crates, in the end, EA backed down, temporarily, and even Disney got involved. It's been a hellish nightmare for EA, so bad the company lost $3 billion in valuation on Wall Street.
EA has another game on their release schedule that may cause even more controversy, UFC 3 due out February 2, 2018. UFC 3 is currently in open beta on Xbox One and PS4 and fans are already biting at the bit to shut down EA again for their use of microtransactions, this time in the form of loot "packs."
These loot packs apparently are the only way to unlock new characters and move sets within a certain mode called Ultimate Team. EA's quick to point out that their loot packs won't affect modes outside of the Ultimate Fighter option, like exhibition (quick play). That being said, that's like saying your broken window on your car, won't bother you because it only causes really loud noise on the highway, not in the city. Fact is, it still happens. If anything, the Ultimate Fighter mode is where players will spend most of their time and because of that, being able to only unlock moves from packs, is once again a predatory move.
Packs can be obtained by leveling your fighters, by coins earned wins or by purchasing said coins via loot packs with real money. But like all loot boxes or packs, you never know what you're going to "win." You can't simply buy moves you want, you get them randomly from packs that take a while to earn and in the end, may give you junk you don't need. Thus pushing guiding players into purchasing packs.
EA should really learn a thing or two from 2K and WWE 2K18. Despite what some may say about the game, I personally enjoyed it for what it was, they did their loot boxes right. All loot crates are purchased in-game with ONLY in-game currency, there is no pay to win cash transactions within WWE 2K18.
It's still too early to see if EA will face another barrage of hate from fans, I'm inclined to think UFC fans may not be as vast as Star Wars fans, but they may still be just as angry. EA has a few months before UFC 3 hits stores and the company says they are actively listening to feedback, so it's possible that things may change. If you want them to change, learn from the Star Wars fans and be vocal, hop on Twitter or Facebook and let EA know your feelings on packs in UFC or that you don't like that they are the only way to get more movies.
