Due to their rare, they're typically priced extremely high due to their extremely high value on FIFA 23 Ultimate team's online transfer marketplace including some items such as Yaya Toure being sold in the region of 1.9 million coins which a well-known third-party site selling coins rates at less than PS400 FIFA 23 coins.

The problem is that EA had a mistake and released the packs in error, and then flooded the market with a massive number of items and saw all of the prices plummet rapidly with some customers losing up to the equivalent of 1 million coins in value. This is about PS200 when bought from a third party.

EA has yet to provide a response on the mistake. However, the harm to the market is long-lasting. The majority, but not all players are now worthless, and even though the market has improved somewhat after the demise of the pack and resultant shortage for FUT Hero items, the loss of coins will not be able to be reversed.

The players who were able to purchase the pack might have some luck, as the pack was described as non-tradeable (meaning the item couldn't be sold in the market for transfer) in the past where EA has offered a pack with incorrect descriptions it is typical for them to compensate those who bought the original pack. In other words, some gamers could be given two FUT Hero cards for as little as 25,000 coins.

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EA Scores Own Goal in FIFA 23 Hero Pack Snafu Wipes Millions of Coins off Virtual Market buy FUT 23 coins.