In Electronic Arts’ (EA) 2017 reveal of Battlefront 2, their audience was met with the realization that more than half the content that was advertised for the game was blocked by the gambling mechanic loot boxes. Loot boxes are in game consumables that when redeemed can give players virtual items ranging from character customizations to game-changing equipment. Angered by the game leaning towards a “play to win” mechanic, players questioned EA directly to their decision to include a predatory game element. In response, EA had a PR representative defend the loot boxes on Reddit. The post quickly went viral and ended up being the most down-voted Reddit post of all time. With such negative publicity, the controversy spread nationally, gaining the attention of notable news sites like The New York Times and BBC News. Though EA quickly retracted their mechanic system, the damage was done. Starting with Hawaii and the introduction to regulate loot boxes, Belgium has now declared loot boxes illegal under their gambling law. The question becomes what is the ethical balance between the protection of the consumers and the content creators?