EA’s Gibeau: “We know what gouging is”

Tuesday, 11th September 2012 01:18 GMT By Brenna Hillier

EA Labels boss Frank Gibeau has said the publisher doesn’t want to “gouge” or “screw” customers, but has crossed the line “a number of times” before pulling back.

Speaking to Kotaku, Gibeau said EA is constantly experimenting with its business and needs consumer feedback to know what works and doesn’t.

“We discover the line as we build games, and we talk to our fans, and they tell us what the line is and sometimes we cross over it and we pull back,” he said.

“Which we’ve done a number of times. If you walk the halls of EA’s creative teams when people are building, there literally aren’t people with knives in their teeth with bandanas on thinking of ways of how to screw the customer. They actually are starting with the notion that they want to make something awesome. They want to make an epic experience.

“We know what gouging is, and, based on what we discover in research, we don’t do a lot of things that we could,” he added.

The executive gave an example of the kind of practice EA could establish: changing the balance of a game so that premium micro-transaction items favour the purchaser.

“That’s something that we found is a non-starter for a lot of console fans. We haven’t done it,” he said.

“It works in Asia famously. But, in the West, that’s exactly an example of something that we just don’t do. Would we make more money? I don’t know. But, based on what I’ve heard from gamers, is if they can buy a 50-caliber sniper rifle in Battlefield 3 that unbalances the entire game – well, it’s not happening.”



  1. fearmonkey

    Its pretty easy to know what gouging is actually. Heres an example for you Frank.

    Don’t release day one $10 DLC for the third game in a trilogy that gives all the pieces to events that happened inthe first two games.

    Now frank, repeat….repeat….repeat….

    #1 2 years ago
  2. roadkill

    Too right fearmonkey!

    #2 2 years ago
  3. Lord Gremlin

    Why would he say this to kotaku? Who would believe his lies, never mind kotaku?

    #3 2 years ago
  4. KrazyKraut

    Dear EA,
    dont show Eddie in the launch trailer of SSX first and then offer him as a DLC later. I felt tricked (lolz). And don’t allow the pay2win system overtake your already greedy brains.

    #4 2 years ago
  5. Edo

    Dear god not this guy again……

    #5 2 years ago
  6. Joe_Gamer

    Typical PR spin, It only becomes “gouging” when the customer gets annoyed enough to stop paying, until then it’s just “monetizing” and hey, everyone is doing it, we just want to be one of the cool kids!

    There ARE people working at EA who just want to make something awesome, unfortunately they are not the ones with access to any of the money. EA will just continue exploiting the shit out of them so they can keep swimming in giant piles of money, but hey, everyone is doing it…

    #6 2 years ago

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