Home / NEWS / Tech / EA’s day of reckoning is here after ‘Star Wars’ game uproar, $3 billion in stock value wiped out

EA’s day of reckoning is here after ‘Star Wars’ game uproar, $3 billion in stock value wiped out

Electronic Aptitudes’ shareholders are running for the hills this month and for good reason.

The convention’s profitable business model is now at risk after angry gamers mutinied over its aggressive in-game moneymaking strategy in “Star Wars Battlefront II.”

EA’s ancestry is down 8.5 percent month to date through Tuesday correlated with the S&P 500’s 2 percent gain, wiping out $3.1 billion of shareholder value. Its antagonists Take-Two and Activision Blizzard shares are up 5 percent and 0.7 percent severally during the same time period.

After EA gave a December compassion sales forecast slightly below Wall Street estimates on Oct. 31, some analysts be suspicious ofed it was due to the “Stars Wars” title. The shares fell 4 percent the following day.

Then an fuss began after details about the game’s character progression were relished, a system so tedious players are resorting to rubber bands on controllers to get credits to level up.

The gaming community flooded social media and Reddit with thousands of gainsaying posts, saying EA is unfairly compelling consumers to spend more gain through micro-transactions for content that should be part of the initial $60 courageous price.

The controversy seems to be hurting the sales of the game, which was officially pressed on Nov. 17.

First week U.K. physical game sales of “Star Wars Battlefront II” dropped 61 percent compared with “Star Wars Battlefront” from two years ago, be consistent to GfK ChartTrack data. And the game is still not on the top 100 list of Amazon’s best-selling video games year to woman as of Tuesday.

One Wall Street analyst is also not impressed from his monitors during the recent crucial holiday weekend.

“We were underwhelmed by sell-through for Leading man Wars: Battlefront II (EA) over the Black Friday weekend, which adhere ti a controversial launch for the game,” Stifel analyst Drew Crum wrote in a note to shoppers Sunday.

The game’s weak sales are a secondary issue for Electronic Subterfuges. The viability of its profitable micro-transaction strategy is now in question going forward.

Ministers vowed to take action to protect underage kids from the devil-may-care’s monetization practices. One Wall Street analyst is even calling for the earnestness to self-regulate before the government gets involved.

“Battlefront II is the pointy tip of the iceberg. … The biggest up to date controversy has centered around EA’s Star Wars Battlefront II, where early display suggests player anger over a mishandled loot box economy may in reality be impacting initial sales,” Cowen’s Doug Creutz wrote in a note to customers Monday. “We think the time has come for the industry to collectively establish a set of flags for MTX implementation, both to repair damaged player perceptions and avoid the intimation of regulation.”

However, with the increasing spotlight from the media and gaming community on the question major, Electronic Arts will likely be forced to dial back its exotic monetization strategies across its franchises, hurting future profitability.

EA chief monetary officer Blake Jorgensen told investors in February its “Ultimate Tandem join up” sports micro-transactions business generated $800 million in high-profit frontier sales for the company during the previous year. He added EA intended to continue a “similar mechanic” to its other franchises such as “Battlefield” and “Battlefront.”

Now that as a rule strategy is at risk.

Leading gaming YouTube personalities believe EA see fit be forced to change its practices after the “Star Wars Battlefront II” micro-transaction wrangling.

“After the communal and political backlash EA received over Battlefront II, the perseverance at large is going to have to walk back its loot box plans a inconsiderable,” Jim Sterling wrote in an email.

Joe Vargas of the AngryJoeShow, who has 2.8 million subscribers for his ditch, agreed EA will be forced to permanently change its ways.

“I think gamers get drawn a line in the sand at pay to win loot boxes being tied directly to performer progression in Triple AAA games. If EA continues that exact type of custom that was initially in Battlefront II then yes I’m sure it would backfire in days gone by again,” he wrote in an email. “I don’t think they will ever from the word go remove their loot box systems … instead the best course of spirit would be to keep it to cosmetic and bonus pieces for only the games where it make rooms sense instead of this recently insulting shotgun cash catch hold of approach of stuffing ALL their major titles with it. The market thinks fitting only handle so much.”

Electronic Arts shares are still up 39 percent year to entertain through Tuesday in anticipation of future profits stream from micro-transactions.

Investors are inclined to to get disappointed under the new industry environment.

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