How EA talks about loot boxes depends on who's listening

Electronic Arts is in a familiar position: Apology mode. The company spent a lot of time on Saturday self-flagellating in front of a global audience, recapping the mistakes it's made in the past year while promising that it won't make them again. EA wants you to know that it has changed; that it isn't the same company that put pay-to-win progression systems and loot boxes in two of its biggest games last fall. "We are always trying to learn and listen, and are striving to be better," CEO Andrew Wilson said before closing out the keynote address.

He continued that, for people that purchase his company's games, he wants them to feel like they're being treated fairly. "No one is given an unfair advantage — or disadvantage — for how they choose to play. That for every moment you invest, you feel like you're rewarded, and you're given value for that investment."

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