FIFA, EA FC, call it what you like it’ll always be FIFA…..
One other constant is the “Ultimate Team” mode. Something that I’ve been curious about for quite some time. Hearing kids talk about their teams, and nephews showing me on their mobile phones in the app.
Now I’ve heard bits and pieces about Ultimate Team and the money it makes. So when you look at the audience that’s engaged with it, usually pre-teens and teens. Surely there’s something seedy going on here?
So…..I’ve been having a go in EA FC 24.
Ultimate Team
Ultimate Team revolves around building a squad by acquiring player cards from packs. These packs are purchased with in-game currency earned through gameplay or, more importantly, with real-world money.
You can play online or local matches with your team, see your curated squad in action and put it against others. I love that aspect, it makes your efforts tangible and it’s absolutely satisfying to use your players and win with your team.
However, the real allure lies in the randomised nature of these packs – you never know what you’ll get. This “loot box” mechanic mirrors gambling, offering the thrill of a potential jackpot (a rare, high-rated player) while obscuring the odds.
In Ultimate Team, or at least in EA FC 24, you can get cards that are just players on loan. So even a good pull can only be temporary. It’s ridiculous, quite disgusting, actually.
Manipulation
Children and teenagers are particularly susceptible to this kind of system. The colourful cards, the excitement of opening packs, and the desire to emulate their favourite footballers make it very easy to tempt young minds.
EA further capitalises on this by offering limited-time promotions and exclusive items, fostering a sense of urgency and fear of missing out (FOMO).
The unpredictable reward system of Ultimate Team can trigger addictive behaviours. Players may chase the high of pulling a valuable card, leading to excessive spending and a distorted perception of value.
I’ve seen countless parents having to contact Microsoft and Epic for spend on VBucks, Robux and plenty of other equally manipulative systems. So the parents who don’t understand the implications of an account with a debit or credit card on it, are absolutely going to fall foul of this. Money is being exploited out of their children who arguably don’t know any better.
The lack of transparency regarding pack odds and the aggressive monetisation strategies raise serious ethical questions.
Ultimate Team isn’t an exception
Whilst we’re here highlighting Ultimate Team, and rightly so. This type of manipulative exploitation isn’t unique to FIFA/EA FC.
Fortnite doesn’t have random odds, but the FOMO element is strong with so many events and branding ties. Rocket League and Overwatch are culprits of deploying loot boxes with odds to drop different rarities of items/skins.
Keys have to be bought, currency has to be bought and seasonal events are rife, tied in with branding deals. Ultimate Team is filthy, and the loan players etc really make it gross. But we’re in a world where this is standard behaviour.
What Can Be Done?
So long as EA make billions, they’re unlikely to want to make any changes for the betterment of players. However, there’s plenty else that can be done.
Increased regulation
Governments worldwide are starting to recognise the potential harm of loot boxes. Implementing stricter regulations, such as mandatory disclosure of odds and age restrictions, could mitigate the risks. The EU is particularly forward-thinking in this regard.
Parental awareness
Parents need to be aware of the potential dangers of Ultimate Team and have open conversations with their children about responsible gaming and spending habits.
EA’s responsibility
EA has a moral obligation to protect its players, especially minors. The company should prioritise ethical game design and transparent monetisation practices over maximising profits.
Gambling is gambling
While Ultimate Team can be an enjoyable mode for some, its gambling-like mechanics and aggressive monetisation strategies pose a significant risk to young players.
Player rarity, fear of missing out. It’s no different to a trading card game, sure. But that requires needing to go to a shop or order something online. Arguably that’s additional barriers. Ultimate Team makes this a slick process, effortless, in fact.
This is predatory and whilst there are some legitimately fun/enjoyable elements to the mode, it’s exploiting a group of people that are incredibly susceptible to these tactics. It needs to stop. Why not make it a paid game, then all the rewards and drops are free/earned in-game?
It’s time for EA to take responsibility and create a safer and more ethical gaming environment for all.
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