I get that EA adopted this model to drive engagement, but they run a very real risk of driving away users, fundamental to engagement.
The best way to deal with this issue is to have a rewards model that doesn't deprive Fair Play users of opportunity to earn items that would better their team, but gives Win-at-All-Costs users the feather in their cap that their soul craves. The answer is with a tiered system that rewards users with Coins, Items, Tokens, and Skins.
Each event has a series of Total Wins objectives in the Field Pass. While there's room for variation and the inclusion of other mechanisms, fundamentally you could have:
Tiers:
• Tier One: You incrementally earn coins and Event Victory Tokens. That is all.
• Tier Two: More coins per win, and Event Victory Two-Token packs.
• Tier Three: Get your coins here, and Event Victory Four-Token packs get you to your goal quickly.
Objectives:
• Total Event Wins Objective, First Benchmark: Second-Tier Entry Token unlocks Tier Two
• Total Event Wins Objective, Second Benchmark: Quicksell-for-Training BND Head-to-Head Event Item (Tier One Event locks)
• Second-Tier Total Event Wins Objective, First Benchmark: Third-Tier Entry Token unlocks Tier Three
• Second-Tier Total Event Wins Objective, Second Benchmark: Event Program Skin (uniforms, stadiums, etc.; Tier Two Event locks)
There could be more tiers and more objectives, with the opportunity to convert Event Victory Tokens into items through sets. In theory, users that don't wish to swim in deeper waters can hang out in Tier One, and eventually earn a key reward, but won't be able to proceed further without playing in a higher tier. "Proficient" gamers progressively get locked out of lower tiers and bring their "skills", such as they are, to a higher tier where they can compete with other "proficient" gamers. Late-stage objectives could provide opportunities to earn Tier Upgrade Tokens to accelerate the run for future programs, along with badges or uniforms identifying them as an advanced player in a previous event. By stratifying players according to event wins, lesser-skilled users have an opportunity to earn wins in a diluted field as the week progresses. At the end of each week, the wins reset, and everyone starts out back at Tier One.