There’s a reason EA is so hated by gamers. It just doesn’t seem to understand gamers in any way. As its E3 2013 press event demonstrated perfectly.

This video shows the highlights (or should it be lowlights) of that press event in under two minutes. But what it really highlights are the constant PR failures EA produces.

An exec in a funny mask! Peggle 2 non-excitement! Celebrity endorsement from Drake! FIFA 14… how surprising! Non-entity basketball player spouting nonsense! UFC money-grabbers! Scripted gameplay! Wow.

It’s just epic fail after epic fail. If video games companies want to see how not to impress gamers at E3 then they should watch the EA presentation and vow to do the complete opposite.