The loot boxes were a real source of problems for Electronic Arts in recent months, starting with their implementation in Star Wars: Battlefront 2. And yet, in a recent conference, the CEO of EA Andrew Wilson he said that the company is going to "push" the loot boxes and challenged the decision that brings them together in a form of gambling.
As you can imagine, we are working with all industry associations globally and with regulators from various jurisdictions and territories and we have evaluated and established that programs like FIFA Ultimate Team are not gambling.
Wilson explained that EA's position is based on the fact that players always receive a specific number of items in each FUT package and that it does not enable or allow players to cash out items in virtual currency for real money.
We also actively seek to eliminate what happens in an illegal environment and work with regulatory authorities in various jurisdictions to achieve this goal.
The bottom line is that EA is "continuing to push forward" microtransactions in games.
"We always think of our players, we always think about how to offer these types of experiences in a transparent, fun, fair and balanced way and we will communicate with regulators around the world.
In short, a real love for loot boxes!