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Allow me to take you back in time to perhaps one of the most ill-advised (and self-made) PR messes of all time. The year? 2017. The company? EA. The game? Star Wars Battlefront II. The issue? You guessed it, loot boxes.
The way in which EA had attempted to jam loot boxes into DICE's sequel to the original Star Wars Battlefront reboot (which itself came under fire for its lack of content and approach to microtransactions) caused such a poopstorm that the publisher was forced to send a community manager over to the official EA Community Team Reddit account to respond to the many, many complaints about the process of unlocking characters.
What followed was a brief chain of events that led to EA's poor community manager inadvertently creating what became the most downvoted comment in Reddit history. If you've forgotten what exactly was said, allow me to share with you a quick reminder.
When it was pointed out by players that it would take around 40 hours of gameplay to unlock Darth Vader in Star Wars Battlefront II if you didn't want to simply pay to unlock the character, EA claimed that "The intent is to provide players with a sense of pride and accomplishment for unlocking different heroes."
"As for cost, we selected initial values based upon data from the Open Beta and other adjustments made to milestone rewards before launch. Among other things, we're looking at average per-player credit earn rates on a daily basis, and we'll be making constant adjustments to ensure that players have challenges that are compelling, rewarding, and of course attainable via gameplay."
It did not go down well. At all. Over 600K downvotes and two years later, the scars and countless memes from EA's shockingly-judged comment have ensured that it's remained up there (or rather down there) in the annals of gaming history. For comparison, the second most-hated comment on Reddit has only 88,906 downvotes.
Brilliantly, Guinness World Records has decided to officially mark the blunder in its 2020 edition. As spotted by Reddit user -amasha, the comment will live on in infamy as "The Most Downvoted Comment on Reddit." Given how far ahead of second place EA's comment remains, it's unlikely that anyone else will ever come close to beating this particular record.
Well, at least until EA has to go back to Reddit to talk about Star Wars Battlefront III, I guess.
Featured Image Credit: EA
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