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"They are using this windfall to future-proof themselves by acquiring the intellectual properties and talents, as well as establishing their presence in new fields," Joost Van Dreunen who is a lecturer in game business and business New York University, said.Acquiring studios that have strong mobile franchises will allow EA to inherit the expertise and profit from the existing player base at the same at the same time.
EA affirms that the FIFA Ultimate Team preview packs have improved sales.EA Chairman Andrew Wilson has said that the preview packs introduced to FIFA 21's Ultimate Team mode have been "well received by the community" and have boosted sales.
As reported in PC Gamer, during an investor call on August 4, Wilson said that Preview Packs led to "an increased engagement" as well as "a higher conversion rate of spenders."
"It began to drop towards the end of the season, so some of this data needs to be considered in this context. However, the team is committed to continue to innovating in and around offers and the programs we put together for our players. We think that we'll continue to grow the business in the future," he added.
The Preview Packs first came out in Ultimate Team in June, allowing players to see the contents of each box prior to making a purchase. This change was initiated in response to the pressure of various groups that include government, children's welfare groups, and gambling organizations, given that reports have revealed the connection between loot boxes and gambling.
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