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Star Wars Battlefront II Unlockable Heroes Controversy

Added by Don • Updated 2 months ago by Y F
Added by Don • Updated 2 months ago by Y F

Star Wars Battlefront II Unlockable Heroes Controversy
Category: Event Status: Confirmed Year: 2017 Origin: Reddit Region:
Type: Controversy,
Tags: electronic arts, star wars battlefront 2, pay to win, star wars, hero costs controversy,

Additional References: Wikipedia,
Star Wars Battlefront II Unlockable Heroes Controversy

Category: Event Status: Confirmed Year: 2017 Origin: Reddit Region:
Type: Controversy,
Tags: electronic arts, star wars battlefront 2, pay to win, star wars, hero costs controversy,

Additional References: Wikipedia,


Star Wars Battlefront II Unlockable Heroes Controversy refers to a massive online backlash to Electronic Arts' decision to require players to grind for up to 40 hours in order to collect enough in-game currency to unlock certain heroes in the game Star Wars Battlefront II.


On November 11th, Redditor TheHotterPotato submitted a spreadsheet revealing it would take 40 hours to unlock various heros in the upcoming game Star Wars Battlefront II. In response to the post, the official EACommunityTeam Reddit account replied that acquiring heroes through credits was intended to "provide players with a sense of pride and accomplishment." On November 12th, 2017, Redditor MBMMaverick submitted a post to /r/StarWarsBattlefront[13] titled "Seriously? I paid 80$ to have Vader locked?". Within 24 hours, the post gained over 69,100 points (88% upvoted) and 2,900 comments. In the comments section, the EACommunityTeam Reddit account responded to the complaint (shown below). Over the next day, the comment received a score of negative 394,000, becoming the most down-voted comment in Reddit history.[1]

"The intent is to provide players with a sense of pride and accomplishment for unlocking different heroes.
As for cost, we selected initial values based upon data from the Open Beta and other adjustments made to milestone rewards before launch. Among other things, we're looking at average per-player credit earn rates on a daily basis, and we'll be making constant adjustments to ensure that players have challenges that are compelling, rewarding, and of course attainable via gameplay.
We appreciate the candid feedback, and the passion the community has put forth around the current topics here on Reddit, our forums and across numerous social media outlets.
Our team will continue to make changes and monitor community feedback and update everyone as soon and as often as we can."


On November 13th, Redditor Unwanted_Commentary submitted a screenshot of the comment along with a faked followup post in which EACommunityTeam says "edit: We also now choose to live as gay men," parodying Kevin Spacey's response to a sexual assault allegation (shown below, left). Over the next 11 hours, the post garnered more than 31,100 points (92% upvoted) and 550 comments on /r/dankmemes.[2] The same day, Redditor HitlerDabsOnJews posted a "Who Would Win?" image macro pitting Reddit against the EA logo labeled as "one greedy boi" (shown below, right).[3] Also on November 13th, Redditor TheMadPuma submitted a post titled "Can we please boycott Star Wars Battlefront 2" to /r/gaming,[4] where it gained upwards of 14,800 points (89% upvoted) and 1,400 comments in three hours.

Meme making fun of Battlefront 2 statement from EA games as tone-deaf as Kevin Spacey's decision to live his life as a gay man after being accused of being a pedophile who would win meme calling EA greedy and pointing out the large anger on Reddit community about it

On November 15th, Redditor MightyTeaRex submitted a photoshopped Electronic Arts logo with a lock added to the circle along with the slogan "EA Games / Go Fuck Yourself" (shown below, left). Within six hours, the post gathered more than 40,700 points (90% upvoted) and 660 comments on /r/pcmasterrace.[5] That same day, Redditor xaliber_skyrim posted an infographic encouraging viewers to tweet complaints to the @Disney Twitter feed that the Star Wars game was "promoting #gambling to children" (shown below, right). Within 16 hours, the post gained over 105,900 points (75% upvoted) and 6,700 comments on /r/gaming.[15]

meme joking that EA's new catchphrase is Go F*ck yourself because of their plan on charging people for the game after they have bought it already Meme pointing out how much EA's loot crate concept is like gambling and basically means that Disney is promoting gambling

EA's Response

On November 13th, 2017, EA[11] announced they would reduce the cost needed to unlock the "top heroes by 75%", requiring 15,000 credits to unlock Luke Skywalker and Darth Vader, and 10,000 credits for Emperor Palpatine, Chewbacca and Leia Organa. That day, Twitter user @Stevivor[12] tweeted that an EA representative confirmed that the reward for completing the campaign had been reduced from 20,000 to 5,000 credits "as a result of a reduction in in-game character unlock fees" (shown below).

EA give response that they are reducing the cost of unlocking the characters, by also reducing the reward for completing the campaign

AMA Thread

On November 15th, developers for the game participated in an "ask me anything" (AMA) thread on the /r/StarWarsBattlefront[14] subreddit. In the thread, responses made by the developers were heavily downvoted and buried, leading moderators to linking their responses at the top of the comment section.

In-Game Purchase Suspension

On November 16th, Oskar Gababrielson, General Manager for DICE, made an announcement[16] regarding the temporary suspension of in-game currency. The official EA Star Wars Twitter[17] and Facebook[18] pages also published links to the announcement, where they received over 16,000 and 8,500 thousand likes respectively within the hour. Additionally, Redditor AbdaIIicA posted the announcement to /r/gaming[19] where it reached the top of the front page and received over 45,000 upvotes within the first hour.

EA releases statement by Oskar Gababrielson saying they are turning off all in-game purchases and apologizing for not getting that one right

News Media Coverage

On November 15th, 2017, CNBC[6] published an article titled "Wall Street is getting worried social media outrage over EA's ‘Star Wars’ game may hurt sales," quoting Wall Street analyst Justin Post who said "We see recent controversies as a potential risk for unit sales vs buyside expectations, although EA has conservative estimates for Battlefront Live Services." The controversy was covered by many other news sites as well, including BBC,[7] Polygon,[8] Rolling Stone Magazine,[23] Fortune[9] and Kotaku.[10] Coverage resumed the following day after the suspension of in-game currency. Articles were posted by most major news agencies including BBC,[24] Telegraph,[25] CBR,[26] Forbes,[27] Polygon,[20] PC Gamer,[21] and Business Insider.[22]

Image Macros

meme image macro of press F to pay respects for $20, making fun of EA games plan to start charging those who already bought the game image macro meme of Legolas and Gimli and EA about the reason to grind on for that better character YOU GET NOTHING meme about Battlefront 2 about how much you get when you pay full price for the game meme about charging $1 for each step to make money hilarious image macro meme about how the public trusts gas station sushi more than EA meme about how serious problems are not an issue for anyone but everyone is getting riled up about being charged for a video game you already bought

Search Interest

External References

[1] Reddit – EA comment

[2] Reddit – EA Marketing Squad

[3] Reddit – Its in the Game

[4] Reddit – Can we please boycott Star Wars Battlefront 2

[5] Reddit – I fixed EAs logo a little bit

[6] CNBC – Wall Street is getting worried social media outrage over EA's Star Wars game may hurt sales

[7] BBC – Star Wars Battlefront II game faces further backlash

[8] Polygon – Why your Battlefront 2 outrage is a compliment to EA

[9] Fortune – Star Wars Battlefront II controversy

[10] Kotaku – Unlocking Heroes In Star Wars Battlefront II Could Take A Long Time

[11] – A Message from John Wasilczyk, Executive Producer at DICE

[12] Twitter – @Stevivor

[13] Reddit – It Takes 40 hours to Unlock a Hero Spreadsheet and Galactic Assault Statistics

[14] Reddit – Star Wars Battlefront II

[15] Reddit – Lets not forget a signifcant portion of EA Battlefront consumers

[16] EA News – An Update On Star Wars Battlefront II

[17] Twitter – @EAStarWars

[18] Facebook – EA Star Wars

[19] Reddit – Good job, gamers!

[20] Polygon – Star Wars BF 2 Microtransactions Removed

[21] PC Gamer – Star Wars Battlefront 2 microtransactions have been temporarily removed

[22] Business Insider – Star Wars Battlefront 2 removes microtransactions

[23] Rolling Stone Magazine – Battlefront II' Takes 4,528 Hours or $2,100

[24] BBC – Gamers' anger halts Star Wars Battlefront II payments

[25] The Telegraph – Star Wars Battlefront 2 | EA slashes 'hero' costs after fan backlash and promises change in Reddit Q&A

[26] – Star Wars: Battlefront II Microtransactions Suspended In Wake of Controversy

[27] Forbes – 4 Lessons Learned From The 'Star Wars Battlefront II' Controversy

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