In 2020, Electronic Arts (EA) introduced an initiative to combat toxicity in games — Positive Play. The idea was successful. According to Chris Bruzzo, executive director of gaming experience, gamers are now complaining about the behavior of other users for a total of only 1% of matches.
Bruzzo said that EA has become more active in banning cheaters and using AI as part of Positive Play. The latter, for example, helps the company check nicknames and club names for insults — with its help last summer EA analyzed 30 million clubs in Apex Legends and deleted 145 thousand of them.
Bruzzo also added that 85% of gamers to whom EA issued warnings stopped violating the rules.