They say any publicity is good publicity but just last week, Electronic Arts proved that that’s not exactly true. I’m sure you internet-savvy folk are all familiar with the current meme of the month, ‘She’s a 10.’ You essentially rank someone a 10 but then provide a major flaw that drags their ranking down. Well, EA joined in on the fun and it backfired.

EA tweeted out, “They’re a 10 but they only like playing single-player games.” The problem is, the tweet alienated their own fans as plenty of players do actually prefer single-player games. The plot now thickens because the tweet was reportedly part of a failed marketing ploy. Can I get a major oof?

Speaking of single-player EA games, the highly anticipated Star Wars Jedi: Survivor launches next year. Check out the trailer below.

According to a new report by For The Win, the tweet was poorly received by many of EA’s developers who are currently working on upcoming single-player titles. In an attempt to fix the damage, leaked details of the company’s Slack channels showed that EA concocted an emergency marketing ploy to turn the reception to the tweet around.

The plan was reportedly to have EA’s various studios reply to the tweet, essentially roasting themselves whilst using it as an opportunity to showcase all of their upcoming single-player games.

An anonymous source told For The Win, “As the negative reactions grew, and more of us began being more assertive, a plan was put together – very haphazardly – to have other internal studios reply to that tweet. They were desperately trying to turn things into a positive. Even people working on multiplayer games didn’t like it.”

Safe to say, developers and studios weren’t onboard with the ‘roast’ strategy with another source stating that, “The most agreed-on idea was to take responsibility for it and apologise.” This is indeed what EA eventually decided to do, conceding that, “Roast well deserved. We’ll take this L cause playing single player games actually makes them an 11.” All in all, I call this a colossal failure.