EA Will Continue To Push Loot Boxes But In A 'Fun' Way, Says CEO Andrew Wilson

In case you were wondering if the controversy surrounding games like Star Wars Battlefront II and FIFA Ultimate Team meant that EA would dial down their loot boxes, well think again. 

Loot boxes have prompted multiple worldwide regulatory entities to investigate whether video games are engaged in gambling like mechanics. While countries like China have had regulations in place that force publishers to display rarity percentages, we're not quite there yet when it comes to sanctions and regulation across the rest of the world.

Yet despite the dark cloud of regulation and sanctions from multiple countries, EA hasn't really begun to recognize the intense scrutiny that loot boxes face. At a recent investor call, EA CEO Andrew Wilson said rather plainly, "[Regarding loot boxes] We’re going to continue to push forward. We’re always thinking about our players."

Without blinking his cold, dead eyes, he continued by adding, "We’re always thinking about how to deliver these types of experiences in a transparent, fun, fair, and balanced way for our players." Wilson said all this despite not just ire from players and the press at large but the fact that EA has already scrapped Battlefront 2's monetization plans. 

This indicates that although EA might not have gotten away with its monetization plans for Battlefront 2, the publisher remains undeterred in its desire to find a loot box scheme it can get away with.