EA is undoubtedly the heart of the ongoing service line, but the publisher is declaring innocence when it comes to intervention. Speaking to politicians in the UK this week, the vice president for legal and governmental affairs of the publisher, Kerry Hopkins, compared the pockets of serve to blind toys and explained that internally the organization refers to them as "surprise mechanics."
"[People] enjoy surprises, "she said. "And that's something that's been a part of toys for years, be it Kinder Eggs, Hatchimals or LOL Surprise, we think we've implemented that kind of mechanics at FIFA – [which] of course it's our big, our FIFA Ultimate Team and our packs – it's actually quite ethical and quite fun. Nice to people. "
There's no doubt that people have fun collecting cards and building teams in FIFA Ultimate Team, but are they ethical or exploitative? "We disagree that there is evidence that shows that this leads to the game," she continued, reiterating that the company is against the recent regulations installed in Belgium and the Netherlands, where it had to change its titles due to laws that effectively prohibited the sale of boxes of service.
Politicians have pointed to the existence of third-party sites where game items are sold for real-world money – against the terms and conditions of the securities in question, of course. But Hopkins only suggested that the "thugs" are to blame for this type of service, not the systems and games in question.
Hopkins concluded by stating that the game and serve boxes are intrinsically linked. "I do not think we can agree to say games are addictive," she said. "I would tell you that Electronic Arts is already a very responsible company." That may be the case, but with US Senators now sniffing, this story seems about to resonate.