We Shouldn't Have Cared About EA's Single-Player Tweet As Much As We Did
Brands should simply never tweet. Companies are desperate to go viral and to be thought of as our friends, and it almost never works out. Fall Guys had the world (or at least Twitter, which feels like the whole world) in their hands for a time last year, but quickly faded into obscurity. Wendy’s is able to consistently earn itself good press through spicy tweets, but for the most part, when brands try to tweet relatable things, the chances that anyone will be impressed is extremely low, while the likelihood of being dunked on hard is extremely high. Last week, EA learned this lesson the hard way, but it’s pretty embarrassing how much we all cared about the aftermath.
EA’s tweet was an attempt to get in on the ‘she’s a ten, but…’ meme, which by the fast-moving pace of internet language, was already a little outdated. The tweet in full was ‘They’re a 10 but they only like playing single-player games’, which many immediately read as an attack on single-player as a concept. While EA makes both single-player and multiplayer games, there is a general sense in the industry that EA as a company despises single-player experiences. They are one-and-done affairs rather than year-long money pits for players, and are much harder to shove microtransactions and battle passes into, so EA hates them. This was sheer contempt for its customers, it was a mask-off moment, it was the social media coordinator in complete agreement with the unspoken ideals held by the shareholders, and it should sicken us to our very cores. Except it wasn’t, and everybody just misunderstood the joke.
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