Battlefield 5 commits a mortal sin in the cash shop and brings back removed content for real money. This drives many fans to arms and sends the wrong signal. Because the advertised closeness to fans looks different, says our author Sven. How can a company make such a mistake?
That’s why there’s currently trouble with Battlefield 5: DICE removed a cosmetic uniform set from the game some time ago. This was originally available in the Arsenal, Battlefield 5’s in-game shop, for Company Coins, the in-game currency of the game.
Now the developers have committed a mortal sin and brought back exactly this uniform – but only for real money in the form of the so-called Battlefield currency.
An absolute no-go, as players emphasize. On Reddit, fans are now massing to protest.
Does DICE not understand its own cash shop? The players’ reaction to such a move was foreseeable. You don’t need to be an expert for that. If DICE actually expected a different outcome, then they do not understand their own cash shop.
The cash shop may well offer further cosmetic options, but it is not meant to take things away from players – especially not when it was already a free part of the game.
Because that is precisely what most outraged fans care about: DICE has cut available content from the game and is now selling it again for real money.
Many fans are now thinking: this is a deliberate step.
That’s why DICE sends such a wrong signal: The developers emphasize time and again that they care deeply about fan feedback and that they do their best to align the game as closely as possible with the wishes and criticism of the fans.
Such a move, however, shows exactly the opposite. Because that customers will not be pleased with such business practices should be clear even to an absolute layman.
DICE casts itself in a bad light with this action. It seems as if they do not care about the concerns and wishes of the fans when it comes to money. Players accusing DICE and EA of greed now have new fuel for their arguments.
Many players see this action as an attempt to test the pain threshold of fans regarding microtransactions. It is hardly topped in terms of audacity and greed. Player closeness, which is often preached, would look different.
That fans of Battlefield 5 are quite sensitive, especially regarding cosmetics, was shown not only by the protest action in front of DICE’s headquarters. All the more this action with the cosmetic uniform causes anger and indignation. DICE could have lost a lot of trust from the fans.
What could DICE do? Regardless of whether
- it was a conscious decision by EA and DICE
- or someone at DICE simply overlooked that this item was already a free part of the game and made a dumb mistake
If the developers want to save face, they have no choice but to backtrack and offer the item as originally available for in-game currency. If DICE stands by its mistake, it would not remedy the trust damage, but at least reduce it.
If this decision remains or if other cosmetics follow this pattern, then DICE is essentially signaling clearly: Your players do not matter to us, we just want your money. Whether this will be particularly beneficial for the future of Battlefield 5 is more than questionable. An official statement from DICE on this matter is still outstanding.
What do you think? A stupid mistake or a deliberate decision? How will DICE likely react?
