Industry analysts are blaming the plunging stock price on the debacle over Star Wars Battlefront II and its money-grubbing loot box / microtransaction system.
"Listening to the consumer when they start playing the game, six months from now, and even six years from now, is very important for us", Jorgensen said.
Before you accuse EA of making the lootboxes tied to progression in the name of greed, there are a few reports that they initially wanted them to be cosmetic, only for Disney to insist on them being otherwise. Until the Battlefront II controversy derailed their momentum, EA was having a great 2017, spurred by the continued success of Federation Internationale de Football Association and Madden Ultimate Team and their catalog of popular mobile games. Some people have more time than money, and some people have more money than time. Darth Vader in white probably doesn't make sense-and you probably don't want Darth Vader in pink.
Stifel analyst Drew Crum noted on the situation, "We were underwhelmed by sell-through for Star Wars: Battlefront II (EA) over the Black Friday weekend, which follows a controversial launch for the game". It's an wonderful brand that's been built over many, many years. We're hearing that from the players who are actually playing the game and engaging every day. It even prompted Hawaii State Rep. Chris Lee to publicly denounce EA's game as "predatory" during a press conference where he argued that it is "a Star Wars-themed online casino created to lure kids into spending money". We work together very much to understand how those systems work and what they're trying to achieve, how they touch the brand, and how they affect the consumer experience.
Until recently, game makers had been careful to require players to rely on skills for weapons or abilities that could help beat challenges or adversaries. "No offense to pink, but I don't think that's right in the canon".
"We're not giving up on the notion of MTX", Jorgensen said.
While Jorgensen couldn't give a time frame as to when microtransactions would be turned back on in Battlefront II, it's clear EA is still committed to the idea. "You want to always balance those two".
Speaking with GamesBeat, Riley stated "We have a games team here that I run, that meets with all of our partners, and particularly we spend a lot of time with EA, both on the marketing side and the production teams". He did say that they are working with Lucas Films to bring some cosmetics to Battlefront 2, but Battlefront 2 isn't like EA's IP they can't change it whenever they want, and he did say that different colored lightsaber might come in the future. Have you seen the Bandai action figure that makes Darth Vader into a samurai?