EA Exec Responds to "Worst Company in America" Controversy, Admits It Made Mistakes

"We were guilty of some stuff."

226 Comments

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Battlefield and FIFA publisher Electronic Arts was named the "Worst Company in America" multiple times in recent years by a fan vote from a consumer affairs blog. The video game company earned a "Golden Poo" award for this, beating out companies like Bank of America and oil giant BP. It might have only been an online poll, but according to EA executive Peter Moore, perception is reality.

As a result, EA went to great lengths to improve its standing in the court of public opinion. Moore, who is now EA's Chief Competition Officer, talked about EA's recent transformation to become a "player-first" company recently in an interview with IGN.

No Caption Provided

"Yes, [being named Worst Company in America] was ridiculous," Moore said. "And this was also the time of sub-prime mortgage crisis; banks are dumping hundreds of thousands of people out onto the street. You try and be defensive and say this is stupid, this is ridiculous; and then you go, 'Maybe there's a kernel of truth here.' Maybe this is a moment we can step back, look in the mirror, look at who we are, look at how we're perceived, and figure out what we need to do to do something about it."

"Perception is reality so if there perception is that we're not a company that puts players first, then how do we change that?"

Moore decided to create a committee inside of EA that first pored over sites like Reddit and NeoGAF in an attempt to find out if what people were saying about EA was true.

"We were guilty of some stuff," Moore acknowledged, though he didn't share any specifics on the areas where EA could have done better.

Another part of the effort to become a "player-first" company was speaking with other companies, as well as marketing firms, that had been through similar situations. In this process, Moore said EA "learned a lot" about its own company and how it's perceived in the public.

"Then we made a deliberate attempt to say, 'Fine, how do we go forward here?' And the mantra that we came up with was this concept of player-first," the executive explained. "To this day, in fact this morning, in meetings, questions are always asked--what do we need to do here? When do we ship that? What type of experience does this need to be?--somebody will say, but is that player-first?

"And that's the moment we all stop and think," he added. "It's not about revenue; it's not about what benefits EA."

Instead, it's about putting the player at the center of everything that EA does, according to Moore. After the introduction of this player-first model, which EA has been talking about for a long time now, the company's stock price increased dramatically to an all-time high last summer. Executives have also discussed its responsibility to be progressive.

Some of EA's other ambitions for its new, player-first model is to show games earlier in the development process, offer more betas to let players try games, and to delay games when necessary to ensure quality.

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swanmazubza

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What an absolute, classic load of PR bullshit.

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blablazer

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We are guilty of some stuff. ????????????

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Dorjee

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Edited By Dorjee

EA Model: Come up with lies and say things like.

We have been listening to what players want so have decided to bring you what you wanted. ( which is usually the complete opposite of what we ask for )

Horrible company would not spend a dime on their games. People need to stop spending money on this company. They continually buy good production companies and ruin them.

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deactivated-5b2c8e0382c99

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Calling a video game company "The worst company in America" is a little ridiculous. These companies don't have an actual effect on the general public's lives. If they were ranked "Worst video game company in America", I'd definitely get behind that. They're a terrible company in that particular industry. Banks, pharmaceutical companies, you know... things that actually matter, are far worse in general. That being said, EA can suck one.

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stev69

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Edited By stev69

After the Visceral debacle and the impetuous to clearly turn the game they were making into a loot box ridden shitfest, they can **** right off. Probably the only EA game I would have even considered buying in years. Bunch of cunts.

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Brian770725

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And a year later they still put money before their players. I guess they just want to act like they changed but in truth they still can't resist making money through pay to win system. Keep it up EA!

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syncroniam

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As long as they force players to use their stupid Origin platform that noone is using and they don't bring their games on Steam they will always be the most garbage company

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Imnotasheep

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EA https://www.youtube.com/watch?v=e-LE0ycgkBQ

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TheGreatGhoul

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A video games company is the worst company seriously, worst than the banks who are creating pure chaos on earth and are the main reason why you very existence suck and are stoping manking evolution, worst than all the weapons building corporations who are killing thousands of peoples to make more money with false messages of peace, worst than all the drugs companies that are destroying our health and don't give a f*** about our lives.

Peoples are so disconnected from reality this is a shame.

Yeah EA is crap but its only entertainement....

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obiken

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@TheGreatGhoul: I dont think they are crap. They made some great game. The Problem is, they are a victim of their own success. NHL, Madden, FIFA, NBA, Golf, and MLB, all need to be done every two years, not every year. Moreover, drop the price back to 49.00, come on 59.99 for a Video game is getting stupid. There are fixes to their reps, IF they will take the steps.

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Jay-411

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Edited By Jay-411

@TheGreatGhoul: Entertainment is designed to make us forget about our problems. So f***ed that up is why they were the worst company back to back.

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TheGreatGhoul

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Edited By TheGreatGhoul

@jay-411: Ok so you arehe kind of person who is trying to forget about his problems instead of working on solutions.

Try beer for a change...

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Aj74

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It's simple give me Quality

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blackwing55

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I think people are forgetting how bad EA use to be.

I'm actually far happier with what they have become. It's really shown and I'm glad now that they are seeing there consumer friendly approach paying off.

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Jay-411

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Edited By Jay-411

@blackwing55: I can never forget who shit they were. God the F***ed up Mass Effect 3. I will forever hate them.

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GalvatronType_R

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This is idiotic and shows how stupid and insular gamers are.

So EA makes a few bad games, so what? Last I checked, they don't pollute the environment, or get people evicted from their houses, or produce weapons of mass destruction that kill thousands, or swindle economically vulnerable people from their money.

EA is bad but they're not anywhere close to the worst company in America.

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Jay-411

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Edited By Jay-411

@GalvatronType_R: Entertainment is designed to make us forget about our problems. So f***ed that up is why they were the worst company back to back.

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Aj74

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@GalvatronType_R: Agreed the Lenders took that cake

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Ironmike62

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Edited By Ironmike62

I got a good way for EA to start being player first: stop releasing the same sports games every year. Release one version every 2 or more years and sell a season add-on for $15 or less for new rosters.

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wowgrandpa

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Comcast and Microsoft are far worse companies than Electronic Arts.

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Faye_Tallity

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Believe. When. See.

This poo award should go to Monsanto. The deathstar of bad companies. They're actually trying to ruin the world, with fake foods (lab made) And lab made wildlife like fish! Salmon is now lab made. And so are mosquitoes. Killing off our bees with their pesticides, that will permanently damage the soil.

Without our precious bees humanity only has four years left to live.

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UntraceableHaze

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It's to late. You shattered our hearts when you closed our beloved developers. EA Black Box, Pandemic, Origin (then had the nerve to name their service after them) just to name a few

Now all we get is super leftist swedish dev, crapping out games, where DIVERSITY is more important then anything else.

Truly and embarrassment of a company.

They were such a good company in the 90s and earl 00's. Had talented devs, and let them do their own thing. But the everything went to their head, and you could clearly see execs and investors take over and spoil a good thing

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deactivated-5a803cda1fb41

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*their

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RUMADBRAH

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I'm actually surprised Activison hasn't gotten this award multiple times.

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UntraceableHaze

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Edited By UntraceableHaze

@rumadbrah

As long as EA is around, Activison will never get that award

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NTM23

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Edited By NTM23

Peter Moore: You think we're the worst because you think we don't put players first, how do we fix that?

Consumer: Well, I love Mass Effect, and always wanted a remaster of the trilogy!

Peter Moore: No, we won't be doing that...

Consumer: Oh! I always wanted a Dead Space trilogy remas-

Peter More: Neither will we remaster any of our other previous titles.

Consumer: ... I see.

---

Anyways, it's a little funny. I'm not one to hate EA, they produce a lot of great games that I love, and I've never personally had an issue with their microtransactions, which seems like one of the biggest issues people seem to have had with them. They seem out of the way in their games, and I've never felt forced to buy them. Also, I use that example above. While I'd love remasters of those, I get that they want to move forward and make new games, which a lot of people want. I also kind of think they could be pandering to those that say they want new games, so they aren't considered the worst. You know a lot of people think remastering a game is considered milking.

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Jay-411

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@NTM23: No one wants ME3 remaster. That alone made EA the worst Company

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weisguy119

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Admission is the first step towards recovery.

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SuperbadZombie

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So far the Bf1 beta is horrible. Looks and plays like Battlefront 2.0 - I think EA really needs to sit back and rethink their process for creating games. I am tired of this beautiful but unfun trend of EA games lately. They need a swift kick to the nuts imo

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thekittenofwar

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@superbadzombie: I actually expected the beta to be terrible. It is DICE and a battlefield game. What remains to be seen is if they can iron out the bugs before launch (with emphasis on before).

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dylan35

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I love BF and Mass Effect so in no way are they the worst. Let's start with Comcast/xfinity cable and Tmobile cell phones my bills for those two things are more than my rent and I live in Seattle area??? don't play sports titles and BF 1 early play day sealed the deal ..

I will pre-order.

Yes we all hate pre order people but it's BF and yes early day played nearly flawless for a beta. Yes I do work at EA NOT!!

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IMAHAPYHIPPO

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@dylan35: You're either paying way too much for services, or you got one hell of a deal on a place to live :)

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gonsacola

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We all hope this things they atre saying become th truth, but we really doubt it.

When EA removed the Game Lobbies from Fifa I made an online petiton and started a topic in EA support page with nearly 100 comments, the response from EA was to shut down the topic telling us that the topic did not respect the rules from the forum. Until today not even a single thing changed about match lobbies.

This is the trademark that EA keeps sending over years, no one cares about the players, never did, and probably never will.

The game I have more complaints about is fifa, if you check the difference from Fifa 10 till now, everybody can see that Ultimate Team is the game mode that changed the most, wanna guess why? it works with packs, and alot of people but A TON of money in it, to get more packs and better players.

In my opinion, the beggining of Ultimate Team was really cool as a supplementary game mode, now it completly ruined Fifa and you can now find arround 700 persons playing online Seasons, and hunderd thousands playing Ultimate Team.

They ruined the game, and every year it just get worst with more and more UT.

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TigusVidiks

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loooooooooooool

What a nerve

try saying with a straight face to anyone who ever had to contact EA support with a complaint.

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rlg5150

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@TigusVidiks: What the hell are you talking about? EA support is actually really good. Try contacting Steam support...

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JamesBR27

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They need to autorize Visceral Games to develop another gory mature game since they apparently are done with Dead Space.

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mtm2490

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@jamesbr27: I don't know man it said they got to be more Progressive in the article

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apennismightier

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Edited By apennismightier

"And that's the moment we all stop and think," he added. "It's not about revenue; it's not about what benefits EA."

The most BS statement ever said.

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Atzenkiller

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@apennismightier: Yeah, he wasn't thinking when he said that. The only thing they've realized is that thinking of players first benefits EA. Which is a good realization, no need to pretend that ultimately it isn't about profit, it always is.

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deathtopaidreviews

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Worst company in America would be a fucking compliment. EA is complete dogshit. Period.

They release madden every year, the glitches never get fixed, you STILL can't make your own plays and the new content is more like a patch.

Same game. Every year.

How about battlefront?? Great sound effects, great graphics, dogshit everything else.

They took every great thing about battlefront, removed it and made a new game devoid of quality.

The offline mode is a fucking embarrassment, the AI reminds me of goldeneye (20 year old game) and if you want a full game, you're paying a hundred for dlc. Fucking. Joke.

EA makes for a great business model, all you have to do is put a caption up saying "what NOT to do".

We're all a little bit tired of hearing EA tell us single player won't be included in a game "because data". When your fans are screaming and begging for single player, the only thing EA hears is: "single player doesn't make us money, so we'll make up bullshit about data not supporting demand for single player!" Problem solved!

Dear EA: your games are shit, you don't fix your glitches and you routinely ignore every customer request because it doesn't make you big money.

"Players first", means money second, which means online only dlc bullshit is NOT WHAT WE WANT. PERIOD.

Only EA could release a battlefront game with less than a quarter of the content of its predecessor, but double the price... And then tell fans they don't know what they want.

**** you EA. **** you harrrrd.

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JohnCrichton

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Edited By JohnCrichton

Overall, the quality of most EA games has increased significantly. However, their practices have not. Microtransactions are still cancer, DLC is sill overpriced, exclusives are still cancer, and overhyping is still a problem. EA has made strides, but there is still a LONG way to go. At least they aren't Activision.

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game_gt3

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@JohnCrichton: So the only thing that has improved is not EA related but the developers who make the game. and EA still is same old worst company in america...

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JohnCrichton

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@game_gt3: You don't think publisher interference in development is EA related? You're deluding yourself if you think they were ever the worst company in America. They are bad, yes. But, there are far worse. That poll is farcical.

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the_true_joz

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Edited By the_true_joz

Players first?

More like players-wallets-first.

/quietlygrabsmoney

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trust2112

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Edited By trust2112

They haven't made any new operations, flashpoints and only 2 new warzones in the last year for Star Wars The Old Republic. How much new content for their new SW Battlefront in less than 6 months?

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Yams1980

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Edited By Yams1980

I've been hating on EA since before many of you were born. But i'm glad all the youngsters are hating on them also these days, we gotta keep up the fight.

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jack00

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And yet they are continuing to do the exact same thing over over again. 160$ if you want the full game for BF1 ? Go fuk yourself EA.

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dylan35

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@jack00: 130. With EA access it's cheaper or just wait a year. Me I'm all in BF1 played so well first day I can't wait

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jack00

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@dylan35: 160CAN.