How To Lose 680k Fans In 4 Paragraphs: Customer Experience Lessons from EA’s Star Wars Battlefront 2 Disaster

Posted: February 1, 2018

This week, EA made a splash on Reddit by posting what would become the least popular comment in the site’s history—with over 680,000 users downvoting EA’s reply to a Reddit thread about the role of microtransactions in the upcoming video game Star Wars Battlefront 2.

A thread entitled “Seriously? I paid 80$ to have Vader locked?” ignited a fierce outcry from users who were unhappy that some of the game’s core heroes, like Luke Skywalker and Darth Vader, were locked to play from the start of the game. These players were only unlockable through more than 40 hours of game time or by paying extra money for in-game credits to buy the characters.

EA’s PR team were quick to respond, noting that “the intent is to provide players with a sense of pride and accomplishment for unlocking different heroes.”

This response evidently rang hollow for players, with over half a million fans downvoting and commenting to express their dissatisfaction with EA.

While the realm of gaming might seem far removed from the day to day work of our contact centers and marketing teams, EA’s handling of the crisis provides timely lessons for any customer experience professionals seeking to understand, and deliver, what their customers truly want.

[Read more at the Comm100 Blog]

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