FIFA Ultimate Team’s new Preview Packs actually boosted loot box sales, EA says

Unlike many other major publishers, including Riot and Microsoft, Electronic Arts has stuck with loot boxes as a major monetization model, particularly in the FIFA series. And understandably so: A €10 million fine upheld in the Netherlands in 2020 is a drop in the bucket compared to the $1.6 billion earned from “extra content sales” on the Ultimate Team games, including FIFA, NFL, and NHL.

But with sentiment having turned strongly against loot boxes, EA has been looking at ways of making them more palatable, including with FIFA Ultimate Team “Preview Packs,” which players can “open” before committing to purchase. The new pack type was only meant to be available for a limited time, but it sounds like they could become a permanent fixture: In an investors call yesterday, EA CEO Andrew Wilson said Preview Packs “were very well received by the community,” and more importantly they brought in lots of money, too.

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