A “FIFA Point” advertisement in a toy catalog caused a lot of trouble around FIFA 21. EA Sports has now commented on the situation.
What was the problem? A few days ago, an advertisement for FIFA 21 appeared, listing FIFA Points as a second step in playing FUT. This apparently appeared in a toy catalog of the UK retailer “Smyths Toys” – and was met with a furious reaction.
It was heavily criticized that advertising for an optional in-game currency is made in a toy catalog aimed primarily at children. FIFA Points can only be purchased with real money and then exchanged for packs. From these, players can be drawn. However, getting strong players requires a lot of luck – or many packs. Past installments of the FIFA series have repeatedly shown this.
Many perceive this as a form of gambling; FIFA Points have been very controversial for a long time. In Belgium, for example, they were banned in 2019.
MeinMMO had contacted EA Sports to request a statement regarding the situation. EA Sports has now issued an official statement regarding the advertisement.
This is how EA responds to the massive criticism
In the statement regarding the situation, a spokesperson for EA addressed the criticism of the advertisement to MeinMMO:
“We take the responsibility we have in marketing EA games and experiences in channels viewed by children very seriously. Nevertheless, we are aware that the advertisement for FIFA Points has appeared in environments where it should not have appeared.”
EA statement in full (translated from English)
In the future, this should not happen again. EA announced a review of upcoming releases. In the case of Smyths, but also overall:
We have carefully worked with Smyths to ensure that this advertisement is not distributed in the remaining copies of their 2020 catalog. We have also conducted an immediate review of all future media placements and are working to ensure that each of our marketing efforts better reflects the responsibility we take for the experiences of our younger players.
EA statement in full (translated from English)
EA is therefore responding to the criticism from players. The issue of “responsibility” is repeatedly at the center of FIFA Points. Also, because large streamers attract attention with pack openings and spend a lot of money on Ultimate Team. Recently, an esports athlete named Tim Latka has spoken out, who now – for the sake of responsibility – wants to completely refrain from FIFA Points. Even though this puts him at a gameplay disadvantage.
