FUT Hero items are FIFA 23 Coins extremely rare players which can be found in various packs in Ultimate Team. FUT Hero cards are presented to players who have been instrumental in the success of the club or who have become popular like the former Manchester United midfielder Park Ji-Sung.
Due to their incredibly scarce nature, they're often very expensive in FIFA 23 Ultimate Team's virtual transfer market with certain items like Yaya Toure being sold in the region of 1.9 million FUT coins which a reputable third-party site selling coins rates at just under PS400.
The problem is that EA did not realize this was a problem and unintentionally released it, flooding the market with an enormous quantity of the item which saw prices fall rapidly and some players losing up to the equivalent of 1 million coins worth around PS200 for purchases from a third party.
EA has not yet made a statement regarding the mistake. The damage to the market is irreparable. The majority, if not all players are losing value, and although the market has slightly recovered following the removal of the pack as well as the consequent shortage of FUT Hero items, the loss of coins is permanent.
Participants who managed to purchase the pack may be in greater luck, however, as the pack was advertised as untradeable (meaning that it could not be traded via the exchange market) In past instances when EA has sold packs that have the wrong description and they usually compensated players who purchased the original pack. That means some players could get 2 FUT Hero cards in exchange for FUT 23 Coins buy as little as 25,000 coins.