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AN ELECTRONIC ARTS CASE

Kotras, Victoria LU ; Hansson, Ninette and Tellene, Léandre (2021) In LBMG Corporate Brand Management and Reputation - Masters Case Series BUSN35 20211
Department of Business Administration
Abstract (Swedish)
On November 17th, 2017, Electronic Arts, an American gaming company, publishes one of the most anticipated games of the year: Star Wars Battlefront 2. It is a first- and third-person shooter video game based on the Star Wars universe, with both single and multiplayer aspects. Upon its release, the game, in its beta stage, was heavily criticized. The criticism was regarding the status of the game’s loot box monetization scheme, which was argued to give unfair gameplay advantages to the players who are willing to gamble their money to obtain them. Although the same items can be purchased using in-game currency, gamers would have to invest a significant amount of time to obtain the necessary credits. This situation created an outrage among... (More)
On November 17th, 2017, Electronic Arts, an American gaming company, publishes one of the most anticipated games of the year: Star Wars Battlefront 2. It is a first- and third-person shooter video game based on the Star Wars universe, with both single and multiplayer aspects. Upon its release, the game, in its beta stage, was heavily criticized. The criticism was regarding the status of the game’s loot box monetization scheme, which was argued to give unfair gameplay advantages to the players who are willing to gamble their money to obtain them. Although the same items can be purchased using in-game currency, gamers would have to invest a significant amount of time to obtain the necessary credits. This situation created an outrage among players and Star Wars fans on social media. Now you, the Marketing & Communications Manager of Electronic Arts, have to respond to the community. (Less)
Please use this url to cite or link to this publication:
author
Kotras, Victoria LU ; Hansson, Ninette and Tellene, Léandre
supervisor
organization
alternative title
The Art of Managing a Brand on the Virtual Battlefront
course
BUSN35 20211
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
crisis management, crisis communication, brand communities, gaming industry
publication/series
LBMG Corporate Brand Management and Reputation - Masters Case Series
language
English
id
9042552
date added to LUP
2021-03-29 11:06:48
date last changed
2021-03-29 11:06:48
@misc{9042552,
  abstract     = {{On November 17th, 2017, Electronic Arts, an American gaming company, publishes one of the most anticipated games of the year: Star Wars Battlefront 2. It is a first- and third-person shooter video game based on the Star Wars universe, with both single and multiplayer aspects. Upon its release, the game, in its beta stage, was heavily criticized. The criticism was regarding the status of the game’s loot box monetization scheme, which was argued to give unfair gameplay advantages to the players who are willing to gamble their money to obtain them. Although the same items can be purchased using in-game currency, gamers would have to invest a significant amount of time to obtain the necessary credits. This situation created an outrage among players and Star Wars fans on social media. Now you, the Marketing & Communications Manager of Electronic Arts, have to respond to the community.}},
  author       = {{Kotras, Victoria and Hansson, Ninette and Tellene, Léandre}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Corporate Brand Management and Reputation - Masters Case Series}},
  title        = {{AN ELECTRONIC ARTS CASE}},
  year         = {{2021}},
}