Pride and Accomplishment Know Your Meme


Star Wars Battlefront Two Unlockable Heroes Controversy
refers to a massive online backlash to
Electronic Arts’
decision to crave players to grind for up to xl hours in guild to collect plenty in-game currency to unlock certain heroes in the game

Star Wars
Battlefront Ii


On November 11th,
TheHotterPotato submitted a spreadsheet revealing it would take 40 hours to unlock various heros in the upcoming game
Star Wars Battlefront 2. In response to the post, the official EACommunityTeam Reddit business relationship replied that acquiring heroes through credits was intended to “provide players with a sense of pride and accomplishment.” On November 12th, 2017, Redditor MBMMaverick submitted a post to /r/StarWarsBattlefront

titled “Seriously? I paid lxxx$ to have Vader locked?”. Within 24 hours, the post gained over 69,100 points (88% upvoted) and 2,900 comments. In the comments section, the EACommunityTeam Reddit account responded to the complaint (shown below). Over the adjacent twenty-four hours, the comment received a score of negative 394,000, condign the about down-voted comment in Reddit history.

“The intent is to provide players with a sense of pride and accomplishment for unlocking different heroes.
As for cost, nosotros selected initial values based upon data from the Open Beta and other adjustments made to milestone rewards before launch. Among other things, nosotros’re looking at boilerplate per-actor credit earn rates on a daily ground, and nosotros’ll be making constant adjustments to ensure that players have challenges that are compelling, rewarding, and of course attainable via gameplay.
We appreciate the aboveboard feedback, and the passion the community has put along around the current topics here on Reddit, our forums and beyond numerous social media outlets.
Our team volition continue to make changes and monitor community feedback and update everyone as soon and equally often as we can.”

Pinnacle entries this week


On November 13th, Redditor Unwanted_Commentary submitted a screenshot of the comment along with a faked followup post in which EACommunityTeam says “edit: Nosotros also now choose to alive equally gay men,” parodying Kevin Spacey’south response to a
sexual assail accusation
(shown beneath, left). Over the next 11 hours, the post garnered more 31,100 points (92% upvoted) and 550 comments on /r/dankmemes.

The same day, Redditor HitlerDabsOnJews posted a
“Who Would Win?”
image macro pitting Reddit against the EA logo labeled every bit “i greedy boi” (shown below, right).

Too on November 13th, Redditor TheMadPuma submitted a post titled “Can we delight boycott Star Wars Battlefront 2” to /r/gaming,

where it gained upwardly of 14,800 points (89% upvoted) and 1,400 comments in three hours.

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On November 15th, Redditor MightyTeaRex submitted a photoshopped Electronic Arts logo with a lock added to the circle along with the slogan “EA Games / Go Fuck Yourself” (shown below, left). Inside six hours, the post gathered more than than twoscore,700 points (90% upvoted) and 660 comments on /r/pcmasterrace.

That aforementioned day, Redditor xaliber_skyrim posted an infographic encouraging viewers to tweet complaints to the @Disney
feed that the
Star Wars
game was “promoting #gambling to children” (shown beneath, right). Within 16 hours, the postal service gained over 105,900 points (75% upvoted) and 6,700 comments on /r/gaming.

EA’southward Response

On Nov 13th, 2017, EA

announced they would reduce the cost needed to unlock the “meridian heroes by 75%”, requiring 15,000 credits to unlock Luke Skywalker and Darth Vader, and ten,000 credits for Emperor Palpatine, Chewbacca and Leia Organa. That day, Twitter user @Stevivor

tweeted that an EA representative confirmed that the reward for completing the entrada had been reduced from twenty,000 to 5,000 credits “as a result of a reduction in in-game grapheme unlock fees” (shown below).

AMA Thread

On November 15th, developers for the game participated in an
“ask me anything”
(AMA) thread on the /r/StarWarsBattlefront

subreddit. In the thread, responses fabricated by the developers were heavily downvoted and buried, leading moderators to linking their responses at the summit of the comment section.

In-Game Purchase Break

On November 16th, Oskar Gababrielson, Full general Manager for Die, made an announcement

regarding the temporary suspension of in-game currency. The official EA Star Wars Twitter



pages likewise published links to the announcement, where they received over sixteen,000 and eight,500 thousand likes respectively within the hour. Additionally, Redditor AbdaIIicA posted the annunciation to /r/gaming

where information technology reached the top of the front end page and received over 45,000 upvotes inside the first hr.

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News Media Coverage

On November 15th, 2017, CNBC

published an article titled “Wall Street is getting worried social media outrage over EA’southward ‘Star Wars’ game may hurt sales,” quoting Wall Street annotator Justin Postal service who said “Nosotros meet recent controversies as a potential run a risk for unit of measurement sales vs buyside expectations, although EA has conservative estimates for Battlefront Live Services.” The controversy was covered past many other news sites likewise, including BBC,


Rolling Stone Magazine,


and Kotaku.

Coverage resumed the following mean solar day after the suspension of in-game currency. Articles were posted past most major news agencies including BBC,





PC Gamer,

and Business Insider.

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