EA Sports Scores an Own Goal

How FIFA Ultimate Team Became a Masterclass in Accidental Gambling Marketing

In the world of sports, EA Sports has long been the dominant player, with FIFA (now rebranded as EA Sports FC) reigning supreme as the football video game. But recently, they’ve been red-carded by parents, regulators, and lawmakers alike for turning their Ultimate Team feature into what’s arguably the most widespread introduction to gambling since the invention of the slot machine, only this time, the players aren’t grizzly faced old geezers down the boozer, they’re kids using their allowance, (or their parents credit cards) to build their dream teams!

Now, before you get too smug about EA’s blunder, let’s recognise something important: in a twisted way, EA Sports has mastered a concept that all of us marketers chase with reckless abandon, monetisation. They created an economy where digital cards of players, which could be obtained through “packs” (loot boxes), have become both addictive and essential for any competitive player. It’s basically the fantasy football equivalent of gambling… only it’s been dressed up in slick graphics and the promise of getting Lionel Messi for the price of a sandwich.

Note:

This article features content from the Marketing Made Clear podcast. You can listen along to this episode on Spotify:

The Perfect Recipe for Controversy: Gambling and Kids

For marketers, there’s a lesson here: when creating an irresistible, addictive product, always be sure your customer base isn’t the same group that needs to get their parents to unlock Netflix. EA’s marketing was pure genius, get players hooked on the idea of collecting rare cards, tease them with the possibility of hitting the jackpot, and then wrap it up in a shiny “family-friendly” football game. It’s like putting a candy store in a casino and telling parents that it’s educational because it teaches kids about commerce.

But, as we marketers know, even genius can have its downfall. While EA raked in the cash, governments around the world noticed that Ultimate Team looked a little too much like gambling. And who better to pull the lever than an 8-year-old with zero concept of “return on investment”?

The Fallout: When Your Customers Cry Foul

As the backlash grew, EA became a case study on the dangers of pushing too far with gamification. It’s one thing to create a dopamine-driven reward system (who among us hasn’t tried to gamify an email campaign?), but when your primary user base can’t even legally drive, and you’re charging them for a virtual shot at their favourite players… well, the law gets involved.

Countries like Belgium and the Netherlands swiftly kicked FIFA packs off their shelves, citing gambling laws. It’s a PR nightmare, and the lesson for all of us is clear: If you’re selling hope as a product, make sure it’s not at the expense of your consumers’ bank accounts. Especially if they can’t even legally open one.

Where EA Went Wrong

In hindsight, EA’s misstep is a massive learning opportunity for the marketing world. EA got everything right about building a loyal, engaged audience willing to part with their hard-earned cash… and everything wrong about who they were targeting.

It kind of reminds me of all those car crash marketing campaigns we covered in previous articles!

Imagine pitching this to your board: “We’re going to create a feature that encourages children to gamble. But don’t worry, it’s wrapped in football, so it’ll be fine.”

It’s a “how did this get past legal?” moment for the ages.

As marketers, we can appreciate the craft.

The emotional manipulation? Beautiful.

The scarcity principle? Textbook.

The cross-platform engagement? Chef’s kiss.

The oversight that they were marketing this to literal children? Well, that’s the plot twist none of us saw coming.

The Takeaway: Know Your Audience (And Maybe Talk to Your Lawyers)

At the end of the day, EA’s troubles offer a lesson we can all take to heart: Understand your audience, and if your product looks like gambling, it might be gambling, even if you’re calling it something else. If you’re marketing digital packs with random outcomes to kids, expect someone to notice. And when they do, no amount of slick copywriting or influencer partnerships is going to save you from regulators handing out penalties like FIFA refs with a card fetish.

So, next time you’re planning your campaign, remember: if you’re using loot boxes, random rewards, or anything else that might seem a little shady, ask yourself, “Would I want my boss’s kid spending their lunch money on this?”

And then call legal. Immediately.

EA Sports, it’s in the lawsuit.