A mishap with one of FIFA 23's Hero Packs turned rather costly after FIFA 23 Coins a tradeable FIFA Ultimate Team Hero product was put on the game's virtual transfer market at a hefty discount. Chaos ensued as players attempted to sell off their assets when their value dropped, attempting to recoup some losses because the market was saturated.

FUT Hero items are scarce and therefore valuable. They are each associated with a player who has made an important contribution to their club or is a fan favorite for reasons of a different kind. A Hero product can be purchased for many millions FUT coins for each one in the market for virtual transfers or is available by buying packs. There is a small chance of receiving one.

Thus, when EA accidentally released a pack which included a tradeable Hero item for the low-low price of the 25,000 FUT coins, the market was hit by an influx of cheap Heroes which caused prices to drop and wiping out some of the more rare items. 

The players who had held onto rare Heroes started selling them as they saw prices plummeting which put an ember into the flames. This is understandable, though because rarer Hero items are worth hundreds of dollars in real-world value for those who sell them through third-party platforms.

The error has been rectified and the pack will be available for a short period of time however the damage has been caused. EA is yet to provide a response on the matter, and although the market is beginning to recover, the loss appears to be irreparable. it remains to be seen what cheapest FUT 23 Coins the publisher will make to fix the situation.