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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Cute or creepy? How romcoms romanticise stalker-like and controlling behaviour

I present to you: a history of Hollywood romance, unromanticised.

This week, a new study was published with findings that suggest romcoms can encourage women to be more tolerant of stalker-like behaviour. I Did It Because I Never Stopped Loving You, a report Julia R Lippman, a professor of Communication Studies at the University of Michigan specialising in gender and media, studied women’s responses to “stalking myths” after watching a series of films of different genres.

Women who watched There’s Something About Mary and Management were more likely to be accepting aggressive romantic pursuit than those who watched films featuring “a scary depiction of persistent pursuit” like Sleeping With the Enemy and Enough – or benign nature documentaries such as March of the Penguins and Winged Migration.

Are we really that surprised? The male-dominated film industry has a long tradition of neutralising and romanticising controlling or harassing behaviour from men, from its beginnings to today. I present to you: a history of Hollywood romance, unromanticised.

It Happened One Night (1934)

Often credited with the birth of the romcom, the story is as follows: a newspaper reporter blackmails a celebrity on the run from her family into speaking to him for a story, threatening to turn her in to her father for reward money if she doesn’t comply with his wishes. After dangling this threat over her head over days, he hunts her down on her wedding day, and accepts slightly less than the agreed reward money from her father, arguing that he did what he did for love, not money. On hearing of this noble deed, our heroine swoons, cancels her wedding, and runs off with the reporter instead.

Seven Brides for Seven Brothers (1954)

A group of brothers kidnap six attractive women by causing a life-threatening avalanche that keeps them imprisoned all winter. The women play pranks on the men in revenge, and, in a shocking case of Stockholm syndrome, everyone has an all-round jolly time. They pair off and are all married by summer.  

Some Like It Hot (1959)

Two men disguise themselves as women to trick a young woman into trusting them. One continues his attempts to seduce her by disguising himself as a billionaire and faking severe psychological traumas to gain her sympathy. They eventually sail into the sunset together.

Breakfast at Tiffany’s (1961)

A man becomes enamoured by a pretty young woman, but is angered by her repeated attempts to marry richer men. He investigates her past relationships, without her permission. When she is abandoned by her fiancé, the man follows the pretty young woman to a New York library, insisting she confess her love for him, telling her, “I love you. You belong to me.” When she tells him “people don’t belong to people” he becomes enraged, lecturing and patronising her. They kiss in the rain.

My Fair Lady (1964)

Two men attempt to assert their control over a pretty young woman: one by promising her the career of her dreams if she promises to change her entire personality according to his strict preferences, one by stalking her, lurking constantly on the street where she lives. She almost marries one, and falls for the other.

The Graduate (1967)

A young man intentionally upsets his ex’s daughter by taking her on a date, where he is horrible to her, and forces her to go to a strip club. He hides his affair with her mother from her, and, when she discovers it and rejects him, follows her across America, spends days on end harassing her, and ruins her wedding. They elope, via the world’s most awkward bus journey.

Back to the Future (1985)

A teenager goes back in time to aid his creepy, peeping Tom father achieve his dream of marrying the woman he watches undress from a tree outside her house.

Say Anything (1989)

A young man wins back the heart of his ex-girlfriend by turning up uninvited at her family’s home and intentionally disturbing them all by holding a boombox aloft, humiliating her by blasting out the song she lost her virginity to.

Pretty Woman (1990)

A man manipulates a sex worker to overhaul her entire personality in order to conform to his idea of womanhood.

Edward Scissorhands (1990)

An outcast becomes obsessed with a popular young woman after staring at her childhood pictures in her family home, watches her from a distance, carves an enormous, angelic statue of her, then murders her boyfriend. They kiss, feet from the boyfriend’s lifeless corpse.

Beauty and the Beast (1991)

A man who knows a young woman is not attracted to him kidnaps her father as a way to lure her into his home. He imprisons her and uses his legion of servants and magical home to manipulate her into falling for her captor, all so he can get a sexy makeover. In a shocking case of Stockholm syndrome, she falls for him.

Something About Mary (1998)

Thirteen years after his advances were first rejected, a man travels all the way from Rhode Island to Florida and pays a private investigator to stalk his childhood crush. He lies to her and everyone who knows her in order to win her affections. When she becomes aware of his deceit, she shrugs it off, as everyone else she knows has been stalking her, too. His excuse? “I did it because I never stopped thinking about you. And if I didn’t find you, I knew that my life would never ever be good again.”

American Beauty (1999)

A young man follows an attractive young woman to her house and videos her getting undressed. She gives in to his advances.

High Fidelity (2000)

A man tracks down every one of his ex-girlfriends to harass them over why they left him. He stalks his most recent ex’s boyfriend, standing outside his house in the pouring rain. She goes back to him.

50 First Dates (2004)

A man discovers an attractive woman’s amnesia leaves her vulnerable, so spends every day trying to manipulate her condition to his advantage. After studying her every move, he engineers “chance meetings”, essentially kidnapping her without her consent by the film’s end.

The Notebook (2004)

A woman falls for a man after he writes several hundred letters to her without receiving any replies, stalks her hometown, and restores an entire house based on the fact they had sex there once.

Love Actually (2004)

A man of enormous privilege and power falls for his secretary, comments on her physical appearance to colleagues, has her fired, turns up on her family doorstep on Christmas Eve, and bundles her into his car. She kisses him.

Also, a sullen young man resents his best friend’s wife for being good-looking, is horrible to her, films her obsessively on her wedding day, then arrives on her doorstep on Christmas eve, threateningly brandishing a picture of what he imagines her decaying corpse will one day look like. She kisses him.

Time Traveller’s Wife (2009)

A man uses his time-travelling powers to groom a pre-teen version of the adult woman he loves into falling for him.

Twilight (2008)

A centuries-old man disguised as a teenager infiltrates a school and becomes obsessed with a teenager, stalking her and watching her sleep, all the while making clear to her that he is “dangerous”. She gives in to his advances.

Also, a violent man pursues a teenage woman long after she has rejected him, usually in a state of semi-nudity.

Management (2008)

A man develops an obsession with a married woman when she checks into the motel where he works. She does not return his affections, so he follows her around the country: first to Maryland, then to Washington State, where she is engaged to a man whose baby she is carrying; then back to Maryland. She eventually gives in to his advances.

Crazy Stupid Love (2011)

A teenage boy stalks his female classmate, sneaking into her room at night to watch her sleep.

Fifty Shades of Grey (2015)

A billionaire uses his money and power to hunt down a student journalist who interviewed him at her place of work. He kidnaps her when she is drunk, and blames her for drinking. He manipulates her with gifts and encourages her to sign away her independence. When she tries to leave him, he follows her 3,000 miles to her mother’s home. She gives in to his advances and he assaults her. 

Anna Leszkiewicz is a pop culture writer at the New Statesman.