You know when companies get in on viral memes but they don't quite hit the mark? Well, EA's Twitter account recently posted something of the sort, appearing to mock single-player gamers using a particular meme format.
The meme in question is the "You're a 10 but..." one, and EA decided to anchor it around single-player games, which errr, went down well...
Vince Zampella, head of Respawn Entertainment (an EA-owned studio) hit back with a simple facepalm emoji. Respawn is known as a multiplayer-focused studio, but its recent work on Star Wars Jedi: Fallen Order has shed a light on the team's single-player chops.
That's not the only EA-based response we got either. BioWare writer Patrick Weekes quote-tweeted the publisher, thinking back to when the studio crunched to help ship the single-player-focused Mass Effect 2.
In a tweet that seems to have made waves across the broader industry, non-EA devs even got in on the act. Xbox Game Studio Obsidian posted a pretty simple tweet, with a message that all games are good, basically.
There's more besides as well, and to be honest, we're quite surprised EA hasn't taken the thing down yet. It's certainly not got the response they'd have wanted for a 'jokey' meme, but that's what you get when you're a publisher as notable as EA, appearing to mock single-player games and the people who play them.
What do you reckon to this effort from EA? How bad did they miss the mark? Let us know below.