We do encourage engagement in the game, and every single item that you'd like to engage with in that mode can be engaged with for free. "It's important to say that we never push people to spend money in the game. And if you wanted to engage with that content, Ultimate Team was the place where we held that new content."ĮA says it does not encourage young players to spend in its games, and suggests the use of family controls to prevent such behaviour. If you google it, Summer Heat was a programme that we ran between 20 and 21, which celebrated the summer and celebrated the fact that was when transfers happened in the real world of football. He continues: "In that summer period where the engagement rolls out from one game to the next, we want players to be engaged with the content and the real-world of football - so summer transfers. It's not about monetisation, it's about engagement for players." And that is the reason why we like players to be playing and engaging during that bridge period between cycles. But we can create that engagement in Ultimate Team.
We're a football title, so in-between football seasons, there isn't a huge amount of real world interactivity that we can create. If we want players to play, that is the place where we want them to experience and receive the ability to engage with the latest content. Engagement is the No.1 success metric that we have as a company. "It is also the mode that is updated most regularly with the latest and greatest content. "Realistically, Ultimate Team is the most engaged mode that we have," Jackson explains. However, in an interview with, FIFA's VP of brand David Jackson says the document was a specific campaign that ran during the summer last year, and the "incentivized to convert" line is in reference to convincing players to move from FIFA 20 to FIFA 21. It describes the mode as the cornerstone of FIFA and that "we are doing everything we can to drive players there." It's a hugely lucrative mode, but it has come under fire from players, media and even politicians, with investigations ongoing as to whether it should be classed as a form of gambling.Ī leaked marketing document from CBC yesterday revealed that the firm wanted to funnel players from the game's other, non-monetised modes to Ultimate Team, with the aim "to convert" them. These packs can be obtained through the game, or players can buy them with real money.
These teams can be improved by obtaining coins and buying mystery packs of players - also known as loot boxes - in the game. Ultimate Team is a game mode where players build their own football teams.
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