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 top children’s TV show conspiracy theories

From randy Postman Pat to white supremacist Smurfs, we present to you your childhood in tatters.

We can probably all agree that, these days, nothing is sacred. If you can (as a few very insistent YouTube videos have told me) pay to watch live snuff films on the dark web, there’s probably someone out there – in the thronging nest of perversions that is the internet – ready to take something special from your childhood (say, a favourite TV programme) and make it unclean.

Which is exactly what happened when an internet-spawned theory found history’s least sexual fictional character, Postman Pat, to be a stop motion sex monster. The theory goes that he has fathered a lot of children in the village school, many of whom have ginger hair; Pat is the only red head in Greendale.


Because humans are incapable of not picking at every innocent thing until it goes gangrenous, here are some other childhood-ruining fan theories.

Babar is a colonial stooge


Babar lording it over the colonies. Photo: Flickr/Vanessa

Could everyone’s favourite anthropomorphic French elephant be an apologist for centuries of Western brutality and conquest? Well, yes, obviously. According to the “Holy Hell Is Babar Problematic” theory, the fact that the titular character was born in Africa, raised and “civilised” in Paris, then sent back to Elephant Land to be king and teach all the other elephants how to be French, makes Babar about as suitable for children as a Ladybird introduction to eugenics and a Playmobil King Leopold.

For further proof that this theory isn’t “political correctness gone mad”, but actually political correctness gone quite sensible, just look at some of the (deeply un-OK) illustrations from the 1949 book Babar’s Picnic.

The Smurfs are white supremacists


A horrifying vision of ethnic uniformity. Photo: Getty

Or maybe “blue supremacists” would be more accurate. Either way, they’re racist. Possibly. It’s been pointed out that the Smurfs all wear pointy white hats. Apart from their leader, Papa Smurf (the ultimate patriarch..?), who wears a red one. Meaning these tiny munchkin thingies are (maybe, just maybe) sartorially influenced by none other than the Ku Klux Klan.

This seems tenuous at best, until you look at a few other factors in this theory brought to light by French political scientist Antoine Buéno. Buéno suggests that the dictatorial political structure of Smurf Village paired with some actually quite convincing racism (when Smurfs turn black, for example, they become barbaric and lose the power of speech), equals Nazism.

What’s more, the Smurfs’ main antagonist – a wizard called Gargamel – is not unlike an antisemitic caricature from Nazi propaganda magazine Der Stürmer. He’s dark haired, hook-nosed and obsessed with gold. Oh, and he has a cat called Azrael, which is the Hebrew name for the Angel of Death.


 

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And, in case you’re not already far enough down the “Smurfs are racist” rabbit hole, just look at Smurfette and her long, blonde hair. Aryan much?

SpongeBob SquarePants is a post-nuclear mutant


Forever running from haunting memories of radioactive atrocity. Photo: Flickr/Kooroshication

According to one fan theory, this Nickelodeon classic may have more in common with The Hills Have Eyes than we think. SpongeBob, a talking sponge who lives in an underwater pineapple with a meowing snail, may well be the product of nuclear testing.

In the Forties, the US detonated two nukes in an area of the Pacific called Bikini Atoll. SpongeBob lives somewhere called Bikini Bottom. Coincidence, or an especially dark analogy for the dangers of radiation and man’s lust for destruction? Hm.

Tom and Jerry is Nazi propaganda


Skipping merrily through the Third Reich. Photo: Flickr/momokacma

Either we’re so obsessed with Nazism that we look for it (and find it…) in literally everything, or the antics of a classic cat and mouse duo really do contain coded messages about the futility of the Allies’ war with the Third Reich.

If we’re going for the latter, let’s start with the characters’ names. Tom (Tommies were British soldiers) and Jerry (Jerries were German ones). Now remember, Tom is the bad guy. In every episode, he tries to kill Jerry by any means possible, but is foiled every single time, getting blown up by sticks of dynamite and flattened by falling anvils along the way.

Tom and Jerry first aired in 1940 – the same year as the Battle of Britain. So, if the reference to slang for Brits and Germans was unintentional, it was more than a little bit unfortunate. And, according to some albeit sketchy-looking corners of the internet, this was no accident at all but a message (in that Jerry constantly outwits Tom) about superior German intelligence.

Although this may seem like the least compelling of all of these dark fan theories, it would explain why I always had a gut feeling the painfully smug Jerry was the actual baddie.

Eleanor Margolis is a freelance journalist, whose "Lez Miserable" column appears weekly on the New Statesman website.