The Land of the Free: Getting your money's worth from free to play games

More and more games are setting their stall out for free right off the bat, and then finding ways of taking your money later on. Why does it work?

 

There is a simple genius to the idea of the free to play game, but you have to wonder how many people were laughed out of the room for suggesting it a few years back. It is a revolutionary attitude and a brave one, because to offer up your game to the players without asking for money up front, you’re relying on your game to sell itself, not the marketing and not the review scores. You are expecting that not only will your players play the game, but that they will play it and want to support it and pay for further content. The success of the model flies in the face of those developers who would rather drop a digital deuce onto your hard drive and hope you forget all about it before they release their follow up to Homeworld.

Free to play isn’t something particularly new, but it is something that is growing. A lot of Massive Multiplayer Online (MMO) games have gone free to play as the subscription model is, outside of hardy perennial World of Warcraft, proving harder and harder to sustain beyond the first month. More and more games are setting their stall out for free right off the bat, usually player vs player games, but also plenty of MMO games that benefit from higher player numbers.

Games that have gone free to play, as opposed to being built for it, sometimes feel as though the monetisation process is intrusive, exploitative and needlessly greedy. The most overt example of these flaws is Bioware’s $200m white space elephant Star Wars: The Old Republic. This is a game that feels the need to punish freeloading players by not allowing them to run fast.

The Old Republic is an interesting example of a game that missed the point of how free to play is supposed to work. Ideally, the theory goes, you want your players to play the game, fall in love with it, and then spend money to get more out of it. It is hard to fall in love with a game when it’s eyeballing you like a snooty maître d'.

For all the accusations of nickel and diming though it is hard to complain about being able to play one of the best presented MMOs ever made for free. The Old Republic never really measured up in terms of delivering a great game, but seeing the work that went into it you can imagine how painful the decision to just give it away must have been. This is perhaps ironic since the transition to a free to play model usually means more money for a struggling MMO, not less.

The games that typically thrive in the free to play market are the games that offer something innovative that players perhaps have not tried before. We all like to pretend we like new ideas, but commercially it’s clear that the safe bets do best. Players might be reluctant to take a gamble on a game at full price but an intriguing free to play game will usually be given the chance to prove itself. If the game is good then a foot in the door might be all it needs.

For League of Legends, existing in a hitherto obscure genre, the ability to hook new players en masse without the barrier of an initial buy-in allowed the game to become ridiculously popular. With over thirty million active players, League of Legends is easily bigger than World of Warcraft and if the claims of the developers are to be believed, it boasts around five million concurrent players. That’s almost twice as many as you’d find on the entire Xbox Live network after a new Call of Duty comes out, for a game that came out in 2009.

League of Legends is the obvious go-to example of a free to play game that has become a huge success by doing something new, but it is not alone. World of Tanks has also carved respectable a niche for itself, out of some twenty million player accounts created it has built up a much larger and more robust player base than you would ever expect to see in a game of that type. Other games currently in open beta such as Mechwarrior: Online or War Thunder use a similar model, casting the net far and wide for potential players and hoping they stick around long enough to spend some money.

Planetside 2 is another game that offers something new. In this case it achieves that by taking a fairly traditional approach to the first person shooter and scaling the number of players up by a few orders of magnitude. Seeing hundreds of players in the same area shooting each other is nothing short of epic at first, as though you’re in the middle of a gigantic cut scene happening in real time, which in some ways is pretty close to the truth. Like so many free to play games Planetside 2 does suffer somewhat from a painful learning curve, perhaps because the "tutorial" bears a striking resemblance to this scene from Futurama.

For all the good that free to play games have brought however there are some problems which have yet to be uniformly resolved.

The first of these flaws is the cynical way in which in game items are sold. Nearly all online games for example will feature some kind of go-between currency. You buy the currency that the game or that particular developer uses with real money and then you buy the items in-game with that currency. This serves to obfuscate what you are actually spending and is such a transparent and shameless ploy that it feels a little insulting that so many companies actually do it. Even the newly coined term ‘micro-transaction’ feels a little optimistic when in most games you’re actually parting with quite noticeable amounts of money for whatever digital object you’ve just acquired. Team Fortress 2 is one game that sells items without hiding the prices behind a filter in this way and it has made plenty of money doing it, by treating the players with respect the developers benefit from greater respect from the players.

The second flaw is the problem of "Pay to Win". Any free to play game benefits from a high population but when the paying players get a significant and direct advantage it can feel a lot like those players who are playing for free are simply the ducks in the shooting gallery. Refinements to the way that games are balanced have reduced this problem to an extent, but it still rears its ugly head from time to time. In Planetside 2 for instance any new weapon that arrives in the in-game store will generally start off overpowered and then be patched down to fairer levels once sales have dropped off.

This problem is mitigated fairly successfully by games that offer access to items faster in return for money, rather offering a systemic bias to the paying player. If a player can choose to earn their in game items by playing for them or paying for them then balance is achieved between those who play the game obsessively and those who waste their time with families and careers.

It can often seem like gaming is a struggling medium, with innovative but underfunded indie games on one side and steadfastly unambitious AAA titles on the other. Free to play however seems to offer a tempting middle ground, one where larger development funds are available but where bold creative choices and distinct design are necessary to survive. It may not be a perfect situation, but it’s one that merits close examination, particularly since it costs nothing to do so.

League of Legends, a free to play game that's become an enormous success.

Phil Hartup is a freelance journalist with an interest in video gaming and culture

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The marine, and human costs, of illegal fishing

Two new books take us inside the least regulated industry on the planet.

How big the sea is, how big. How poor a description that is, too, but the ocean usually resists description and words, no matter how many of its plains are named after Herodotus or how many fracture zones are called Charlie-Gibbs. It is rare to find good writing about the sea: that’s why everyone who tries quotes Conrad and Melville. It is rarer still to find good writing about the people of the sea, those strange creatures – strange to us, on our supposed maritime island, from where the ocean as a place of industry has long retreated – who set out to sea in boats and ships to make a living from it. These two, very different books try to bring them alive, although both really are about death.

Fishers and Plunderers is dense and dry, but within it are riches and horror. Seafaring is the second most dangerous job in the world, but deep-sea fishing is worse. In the UK, between 1996 and 2005, the rate of fatal accidents in the fishing industry was 115 times higher than that for the overall workforce.

The dizzying facts and stats come, and come again, like tides. We start with the ocean, and the fish in it – or the fish that used to be in it, before human beings learned to build vessels that could scrape the seabed, that could entangle dolphins, sharks and other unlucky passers-by. How wrong indeed was T H Huxley, the eminent biologist and chairman of a royal commission on sea fisheries, giving the inaugural address at the Fisheries Exhibition in London in 1883, when he said: “I believe . . . that the cod fishery, the herring fishery, the pilchard fishery, the mackerel fishery, and probably all the great fisheries, are inexhaustible; that is to say, that nothing we do seriously affects the number of the fish.”

He did not account for our greed. There are 16.5 million fishers catching 90 million tonnes of fish a year in four million fishing vessels. Pelagic long-lines, stretching dozens of kilometres, to hook tuna. Super-trawlers that can retrieve the equivalent weight of 20 busloads of fish a day, using nets 600 metres long. A biomass of predatory fish that has decreased by two-thirds in a hundred years. One-third of fish stocks fished unsustainably. Thousands of tonnes of “bycatch”, a benign word for a horrible thing: fish that are caught and discarded. An indictment of us.

But the sorry heart of this book lies with the fishers. There are the natural dangers that face them – ice, water and weather – such as the ones that overcame the crew of a British trawler near Iceland in the first half of the 20th century. They couldn’t beat the ice, so the skipper got everyone in the radio room, from where they phoned home. The crew “said goodbye, and eventually were just turned over and were lost”.

In every British fishing port, you will find a memorial to those lost at sea. There will not be a memorial to the fact that, in 2008, 75 per cent of those who died on UK boats were from eastern Europe or the Philippines. Fishing is the most unregulated industry on the planet, infected with abuse, slavery and worse. Some West African states lose 40 per cent of their catch to foreign vessels that come and steal from their waters, such as the bottom trawler Apsari-3, found fishing less than two nautical miles off the coast of Sierra Leone. The boat and officers were Korean, the crew from China, Indonesia and Vietnam. They had no contracts and no salaries, but were paid in packets of “trash fish” to sell ashore. They shared wooden and cardboard bunks in the hold. It was not an isolated case. Distant-water fishing nations operate vessels that abound with these ghosts: men trafficked or bonded into appalling conditions or contracts, stuck at sea for months at a time.

Modern shipping, with its “flag of convenience” system, makes slipperiness easy. Pay a fee, and you can fly the flag of any state and are then governed by its law at sea. Unscrupulous owners and operators can switch flag, name or identity almost instantly (hence “convenience”). Escape is easy for the criminals, and for the abused: often they go overboard. The illegal, unreported and unregulated (IUU) fishing industry is worth up to $23.5bn each year, and it is extremely difficult to police. Much illegal fish from West Africa passes through Las Palmas, Gran Canaria, which has hardly any inspectors. It is repackaged, presented as legal catch and sold in western Europe. Some subheadings in the chapter on “Abuses and Slavery at Sea”: Abduction; Abuse; General; Beatings; Children; Death; Exploitation; Imprisonment; Murder.

Fishing has never been an easy life. It’s not that it was better then than it is now, but that now the abuse is industrialised, organised. The authors are a sober lot, and include Father Bruno Ciceri, who chairs the International Christian Maritime Association. The port priests are often the ones who save and soothe the fishers, though they can only do so much. I’m glad they do that. And I’m glad I don’t eat fish.

Julia Blackburn’s Threads is what you should read after finishing Fishers and Plunderers. Read it as an antidote to rigorous investigation, because this is a gorgeous, dreamy quest, for a man named John Craske, who was “a fisherman who became a fishmonger who became an invalid”. He also became an extraordinary artist, but one whose legacy is scattered and maligned.

Craske was born in Norfolk in 1881 and went to sea, like the rest of his family. At the age of 36 he fell ill with a mysterious illness, and never recovered. There were months of stupor and disability (Blackburn concludes that it was diabetes), of becoming, as his valiant wife, Laura, wrote, “very quiet. Sudden turns. Must get outside.” He did go back to sea, when his brothers took him on their fishing boat, lashing him to the mast in rough weather. He stayed for three months, rolling about in the hold or on deck until, somehow, he realised “it was not his home” and he came back to land.

Craske began to paint. They had no money, so he painted on what he had, which was the surfaces in his house. On the mantelpiece. On bits of cardboard. “On the seat of the chair he did a frigate in a storm.” His love of the sea and knowledge of it were clear, as a fisherman whom Blackburn interviews tells her. “You can’t put that energy out unless you’ve been there.”

This “quest” is meandering: don’t expect great events. The revelations are of emotion: sadness throughout for Craske’s life, though he may have been happy. Grief for Blackburn, who suffers a great loss while she is writing the book, so that from then on “grief is prowling close”. And joy, for being exposed to the embroidery of Craske, who took up the needle as he lay abed, finding a vocation. His little fishermen in their boats, sewn in careful stitches; his giant portrait of Dunkirk, with sweeping seas and tiny figures: they are amazing, yet were scorned by the museums and odd places where his work ended up, turned to the wall, ignored.

A doctor once told Craske’s wife that “he must go to sea. Only the sea will save him.” And it did, but not for long enough. We should thank Julia Blackburn for bringing back this quiet fisher and man of the sea; and Bruno Ciceri and his co-authors for exposing an unforgiving and cruel industry, where men die and the seas are depleted for the sake of our fish supper, out of sight beyond our horizon.

Rose George’s books include “Deep Sea and Foreign Going” (Portobello)

This article first appeared in the 11 February 2016 issue of the New Statesman, The legacy of Europe's worst battle