For at least a short time, Electronic Arts will let players in FIFA Ultimate Team look inside a loot box before they buy it. The new Preview Packs can be “opened” before they’re bought, allowing players to see the opening animation and check out the contents before proceeding to purchase the pack with either freely-earned FUT Coins or real-money-purchased FIFA Points.

It increasingly seemed like EA would be the last big company to move away from the loot box model, which has come under increasing scrutiny in the past few years for its addictive nature and similarity to gambling. FIFA Ultimate Team loot boxes are a huge part of EA’s revenue stream, as was shown in a set of leaked documents earlier this year.



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