Due to the item's uncommon rarity FIFA 23 coins, they're usually priced extremely high for FIFA 23 Ultimate Team's transfer market with some such as Yaya Toure being sold to 1.9 million FIFA coins The most popular third-party site selling coins rates at just under PS400.

It was later discovered that EA did not realize this was a problem and released it and flooded the market with a huge quantity of the item and saw prices drop rapidly Some players lost up to the equivalent of 1 million coins in value. This is about PS200 for purchases via a third-party.

EA has yet to issue a statement regarding the error. However, the impact on the market is long-lasting. A majority, if certainly not all players are now worthless, and even though the market has been recovering somewhat since the elimination of the pack and the consequent shortage with FUT Hero items, the loss of coins will not be able to be reversed.

The players who were able to purchase the pack may be in greater luck, however it was advertised as being untradeable (meaning the item couldn't be sold on the transfer market) There have been instances when EA has sold a pack with an incorrect description and they usually compensated players with the original pack. This means that some gamers could be given two FUT Hero cards at a cost of as low as 25,000 coins.

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EA scores its own goal as FIFA 23 Hero Pack Snafu Wipes Millions of Coins off Virtual Market