Controversy? What controversy? Just three months after the Star Wars Battlefront 2 microtransaction controversy, Electronic Arts’ share value has returned back to where it was before Battlefront 2 launched.
Back in November, EA’s share prices plummeted after Star Wars Battlefront 2 attracted widespread criticisms for its use of microtransactions, loot crates, and pay-to-win systems in a full-priced multiplayer game. Gamers made their voices heard loud and clear, and it was certainly the biggest backlash to microtransactions we’ve ever known. EA reacted by removing the option to buy microtransactions on launch day, although did nothing to change how the systems worked. Microtransactions have yet to be added back into Star Wars Battlefront II, although it seems it’s likely just a matter of time.
The widespread boycott seems to have had a short-lived effect, with EA recovering to its joint-highest share value ever. As a result of the upturn in EA’s fortunes, 24 of 27 equity research analysts have reinstated the ‘Buy’ rating.
At the moment it’s unclear whether Star Wars Battlefront 2’s fortunes have turned around, or whether this renewed success is down to EA’s other hot properties like FIFA, Madden, and Battlefield. It seems safe to assume though that Star Wars Battlefront II would’ve had a healthy sales bump over the holiday period thanks to a few hefty discounts and Christmas gifting.
Ultimately, despite the furor, which even attracted the attention of mainstream news outlets, it was just a drop in the ocean for EA’s overall business.
After the recovery, do you think the temporary dip will be enough to convince EA to think twice about loading $60 games with microtransactions? Let us know your thoughts!