Free to play is a growing monetization method for games. The idea behind this model is consumers are allowed to play a game for free and the company generates revenue through micro-transactions. Pioneered in the social gaming space by companies like Zynga, it has been very successful and seen sizable returns. MMO’s are hoping to emulate this success and offer a “higher quality” gaming experience.
Free to Play has really begun to hit its stride this year in the wake of the failure of Star Wars: The Old Republic’s (SWTOR); which used a monthly fee structure. SWTOR believed that there was still a market that would pay a monthly fee to access a “quality” MMO. In less than a year SWTOR reported a drastic drop in their subscriptions and announced that it would transition into a Free to Play model. Many other MMO’s in development were following SWTOR closely to see if there was still room for a successful monthly fee MMO like World of Warcraft.
I believe SWTOR’s failure marked the end of an era where monthly subscription fees were the norm in the MMO industry. There have been countless MMO’s that have come and gone, all trying to emulate the juggernaut that is WoW to varying degrees of success. None of these MMO’s have been able to pull those same numbers and so a new structure was needed — Free to Play.
Dungeon and Dragons Online was one of the first large MMO’s to adopt this structure. Through the micro-transaction market in their game, they were able to maintain profitability, and thrive, and became a proof of concept to other MMO’s. The success of DDO even led the developer, Turbine, to change its other large MMO, Lord of the Rings Online, to a Free to Play model. If you look around today, you will notice almost every MMO coming to market is Free to Play; Planetside 2, World of Warplanes and Neverwinter just being a few examples.
Originally I was adverse to the idea of the Free to Play model for games. I had a bad taste in my mouth from Zynga games on Facebook. Their micro-transaction market felt more like a requirement than an option after a certain point which ran counter intuitively to the whole idea of Free to Play in my opinion.
Free to Play should be exactly as the name suggests — free to play. I do not believe in Free to Play games requiring you to pay to advance after a certain point or giving individuals advantages over non-paying players. My thoughts are that Free to Play games should have all their content available to players as long as they contribute enough time to achieve their goal. What should be monetized are cosmetic items and convenience services.
Cosmetic items could include appearances, which also entails appearances only available through the market, or titles placed beside a character’s name in game. Convenience services are the ability to transfer characters to another server, increasing the speed at which you gain experience and in-game currency, additional character slots and inventory space. There is a fine line to walk with these services and it takes a lot of thought to determine the items that should be in the market.
What constitutes crossing the line, in my opinion, is when a game offers items in its market that give paying players an advantage, in terms of power. The colloquial gaming phrase for this is “pay to win.” This is when a player can pay to do more damage or have more health which is not available to people who don’t pay. I feel this detracts from other player’s enjoyment of the game and creates an unneeded rift inside the player populace. People who don’t pay are then at an immediate disadvantage, which can be very frustrating, especially in a competitive gaming environment.
What developers tend to forget is that the populace is what makes an MMO. Without the other people in the game, you might as well be playing a single player game. By implementing “play to win” market items, you are angering your customers and driving them away from your game. As the players leave out of frustration, the people who did pay for those items will begin to follow as the population diminishes.
Free to Play has a major advantage over subscription fee models, anyone with the right hardware can play. MMOs thrive on a rich social environment. By making the game more accessible, they increase the player base and statistically the number of people who will pay for market items. MMO players like to socialize and the more people you have, the more likely your game will thrive and the more people with feel attached to the game. As the populace grows, players will want to maintain their individuality and this will lead to cosmetic items becoming popular.
The Free to Play model has developers listening more to their communities. Since they depend on players choosing to spend money, they have to provide services that would appeal to them.
To use a recent example, SWTOR did not launch with a bank for guilds. It was a large complaint in the community and they informed the community they were working on it. A large patch comes out, not too long after launch, and still no guild bank. The problem was, no matter how much the community complained, they still are paying their monthly fee so the developer is in control and decides the importance of items. The only way a player could fight back is to cancel their subscription, but then they are not playing the game during their protest and it could lead to them finding a new game while the issue resolved.
In the Free to Play model, if the majority of the community asked for a guild bank, the developers would put that as a top priority. The developers have to be more aware of what the community wants or they will not succeed.
I like the idea of paying for what I enjoy and ignoring what I don’t; rather than paying a monthly blanket sum for a whole lot of content that I may or may not want to play. This is commonly refereed to as “voting with you wallet.” The developers are given an indication of what the community likes through the purchases they make. Again this ties into developers listening to their community to determine what they want. This gives the players a way to tell developers, “We like what you did here, make more of this!”
Some people will argue that this takes the control of the game out of the developers hands and detracts from their vision. I believe it is more of a give and take. Developers must be open to listening to their communities. They may even come across an idea they hadn’t thought of that would improve the game for everyone. At the same time they may have to make the hard choice to ignore the community’s desires to maintain their overall goals for the project. It’s just the fine line developers must walk in a Free to Play environment.
I think Free to Play will be the new model for MMOs, at least for the near future. It seems to be a strong model allowing gamers to pay for what they want and ignore what they don’t providing valuable feedback to the developer. With the way the Free to Play markets work, there is also potential for MMOs to make more money than in a traditional monthly fee structure. We will have to wait and see how well the Free to Play structure does in practice, but with so many MMOs putting their games on the line with this model, it seems the analysts have faith in it.
Screenshot by BleatingHeart