AN ELECTRONIC ARTS CASE

Abstract: On November 17th, 2017, Electronic Arts, an American gaming company, publishes one of the most anticipated games of the year: Star Wars Battlefront 2. It is a first- and third-person shooter video game based on the Star Wars universe, with both single and multiplayer aspects. Upon its release, the game, in its beta stage, was heavily criticized. The criticism was regarding the status of the game’s loot box monetization scheme, which was argued to give unfair gameplay advantages to the players who are willing to gamble their money to obtain them. Although the same items can be purchased using in-game currency, gamers would have to invest a significant amount of time to obtain the necessary credits. This situation created an outrage among players and Star Wars fans on social media. Now you, the Marketing & Communications Manager of Electronic Arts, have to respond to the community.