In a twist that could only happen in the world of MMOs, Final Fantasy 14 players experienced a saga that was part pizza party, part digital drama. A few years ago, an emote designed to let their characters enjoy a virtual slice became the center of a promotional controversy. The campaign, which was a collaboration with GrubHub, promised players the coveted ‘/eatpizza’ emote but ended up serving a slice of chaos instead. The debacle led to the emote being sold for exorbitant prices on online marketplaces, turning a simple in-game gesture into a hot commodity.
(Image credit: Square Enix)
The GrubHub Promotion Fiasco
In December 2021, Final Fantasy 14 launched a promotion with GrubHub that promised players a unique in-game emote for ordering pizza through the delivery service. The promotion required players to use a specific promo code when ordering at least $15 worth of food to receive the ‘/eatpizza’ emote. However, the campaign quickly turned sour as many players reported not receiving their codes despite fulfilling the requirements, leading to frustration and confusion within the community. To add to the chaos, some opportunistic individuals resold the emote on eBay for as much as $200.
- Order a minimum of $15 worth of food via the GrubHub app.
- Use the designated promo code at checkout.
- Receive a code via email to unlock the emote in Final Fantasy 14.
Customer Confusion and Miscommunication
The promotion’s execution led to a significant amount of confusion among Final Fantasy 14 players, exacerbated by conflicting information from GrubHub’s customer service representatives. Some players were told the emote distribution was a lottery, while others heard it was a first-come, first-served basis. This inconsistency in messaging caused frustration and disappointment in the gaming community.
| Customer Rep Messages | Community Reactions |
|---|---|
| Emote distribution is a lottery. | Players felt misled and uncertain if they would ever receive the emote. |
| Limited number of codes available on a first-come, first-served basis. | Players were confused and frustrated by the lack of transparency and fairness. |
| Requirement of placing two orders to qualify. | Community members expressed annoyance at potentially wasted efforts and expenses. |
The Emote’s Availability on the Online Store
The once elusive ‘/eatpizza’ emote for Final Fantasy 14 eventually found its way to the official FFXIV online store, where it was made available for purchase at $7. This announcement was met with mixed reactions from the fanbase. While some players were thrilled that the emote was now accessible to a global audience, others felt a sting, having participated in the original promotion to no avail. The sentiment was captured by a Twitter user who humorously noted that the price of the emote could buy an actual pizza in some countries.
For more information on the emote, visit the Final Fantasy 14 Online Store.
The saga of the Final Fantasy 14 ‘/eatpizza’ emote raises questions about the ethics of marketing strategies that leverage Fear of Missing Out (FOMO). When promotions are framed as limited-time or exclusive, they can drive consumers to act hastily for fear of missing out on something special. This tactic can feel manipulative, especially when the item in question later becomes widely available, diminishing its perceived value and exclusivity. In the case of the FF14 emote, those who paid a premium for early access on eBay essentially invested in a short-term privilege rather than a truly exclusive product. This incident serves as a reminder of the delicate balance companies must maintain when designing promotions that tap into FOMO, ensuring they do not alienate or exploit their dedicated fan base.
