Jun 20, 2019
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EA Rebrands Loot Boxes as ‘Surprise Mechanics’ in UK Testimony

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Electronic Arts has rebranded loot boxes as “surprise mechanics” according to testimony provided by the company’s VP of legal and government. Kerry Hopkins spoke in front of the UK Parliament’s Digital, Culture, Media, and Sport Committee today as the political body asked a panel of video game industry members questions regarding the design and ethics behind loot boxes. Hopkins, asked if loot boxes were an “ethical feature” of EA’s games, responded first that the company does not call them loot boxes and instead refers to them as “surprise mechanics.”

Hopkins would continue in the affirmative that loot boxes are indeed ethical even for young game players. She described how similar types of toys can be found in stores, then listed off “surprise toys” such as…

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