EA has created a ‘moral compass’, which sounds like marketing speech for ‘tried to comprehend and understand what a conscience is’. Anyway, this so-called moral compass has come about following the hot mess that was Star Wars Battlefront 2, and EA is looking at ways to ensure that a backlash such as this never happens again.

"I believe what we're working through with those specific groups at the moment is an education," said EA’s executive VP of strategic growth, Matt Bilbey, to GI.biz. "Not meant in a patronizing way, but just helping them understand how we design the games and the notion of choice and our commitment to making the games fair and fun. We learned a lot from Star Wars: Battlefront."

Basically, EA has been in discussion with fans and other groups, including organisations like the Belgian Gaming Commission which has recently begun targeting predatory loot boxes in certain games. Something clearly got EA spooked, and there’s now an initiative to ensure that EA’s games offer the players fun, fairness, and value.

Continuing, Bilbey said "I ran a team internally with Patrick post-Battlefront to actually redesign our game development framework and testing platforms to ensure we're giving our game teams the right guidance—we'll call it an EA moral compass—at the beginning of development so that we're designing our live service early, we're testing it early, testing it with gamers who are giving us feedback so we ensure those pillars of fairness, value, and fun are true."

Presumably, up until this point this wasn’t EA’s goal, and the aim was merely to extract as much cold hard cash out of its customers as humanly possible. Fairness, value, and fun are all noble goals of course, although plenty of other publishers haven’t needed a slap on the wrist to be reminded of these factors.

What do you think then, has EA suddenly discovered a conscience? Can we possibly hope for EA and DICE being overly generous with Battlefield V in order to make amends? Let us know your thoughts!