About the EU campaign for maid outfit and fat chocobo

[Rita1989]

You're also skipping another important point: Nobody actually lost any money whenever someone got a code through false preordering. The promo items weren't worth any money. Amazon didn't spend anything to get the codes, they were supplied by Square Enix. From a business standpoint the promotion wasn't about the items at all, really.

No Square Enix makes money from these promotions Amazon and Gamemaster pay to get the codes and in exchange they get increased profit as people have to spend money with them to get the codes.

The Amazon preorder was an oversight on their part

[Niwashi]

No Square Enix makes money from these promotions Amazon and Gamemaster pay to get the codes and in exchange they get increased profit as people have to spend money with them to get the codes.

Amazon would have paid SE for this deal, since it was all about drawing people to Amazon's site. But they clearly weren't paying per code that they gave out. They blindly gave a code to everyone who happened to buy a video game during that period, most of whom would not have been FFXIV players and would have had no use for such codes. That suggests they paid SE a flat fee that didn't rely on how many codes were given out.