The Best MMO Payment Model Ever

Neverwinter, Payment model

We have experienced the MMO sphere from Ultima Online (or even before) all the way up to games that haven’t even been released yet. We’ve seen payment models ranging from open to all free to play cash shops, can’t subscribe if you wanted to (Neverwinter), to a paid box plus recurring subscription and a cash shop thrown on top of it (WoW). But which is the best? I hope, in this article, to expound on the positives and negatives of each kind of payment model and then using those traits come up with a new payment model to appease everyone. Impossible? Of course it is. But why not try?

First off, lets look at the three most widely used structures of payment models: Free-To-Play with a Cash Shop, Buy to Play with a Cash Shop, and Subscription.

Free-To-Play with Cash Shop

This is the model used by games such as Lord of the Rings Online, Dungeons and Dragons Online, Neverwinter, Star Trek Online, and many, many others.

Where it goes right:

The ability to draw in a very large player base.

– Ways to earn store credits through playing the game. A currency exchange, a static reward for completing larger accomplishments, etc.

– Easy to return to after an extended absence.

Where it goes wrong:

– Nickel and diming of items that would be used to show progress. Larger bag capacity, More bag slots, cosmetic changes, retrain tokens.

– Largely transient community. With no vested interest, the draw to stay with the one title isn’t that high.

– Game pushes you to use the store as that it their primary source of income.

Personally, I don’t mind games that are Free-To-Play. With some games even having a way to earn store credit by playing (STO, LotRO, NW), it turns the payment model into a game itself. However, the “payment model” game… is not that fun. I guess it would be if you are an auction-house tycoon and enjoy the manipulation of markets, but these F2P games usually put failsafes in to prevent it. Also, the earning of store credit feels like a separate game, and not part of the game itself.

The sheer number of players that Free-To-Play generates are an asset all unto themselves, though. If 80% of your income comes from 20% of your players, you’ll want to increase the base amount of players as much as possible. And then having more players around at all times gives more people to group with, more guild or fleet members, and makes a game feel “full”. Also, you’ll generally have more fun in F2P titles if you are capable of showing restraint and maturity. If you understand that you don’t need everything, that some items are just frivolous, and keep yourself from splurging, you’ll be just fine.

Buy-To-Play with Cash Shop

This is the model used for games like Guild Wars 2 and The Secret World where you pay for the game’s client and content and then have a cash shop included for more non-essentials, cosmetics and boosters.

Where it goes right:

– Has a very large playerbase

– Easy to Return to after an extended absence

– Gameplay and content is the main focus

Where it goes wrong:

– Community is not as transient as F2P, but people still take long breaks in between major content updates.

– Similar to single-player games. Once story is completed, the want to stay around reduces.

– Cash Shop still a focus in the game, though not as bad as F2P.

As elitist gamers are fond of saying, a payment wall tends to keep out the “riff-raff”. These “riff-raff” are, of course, present in every game, but having the wall throws a stigma to those that are just looking to be pains and cause trouble. This leads to friendlier communities, in a game that still has a very large playerbase. I’ve been playing a lot of GW2 and TSW lately, and both games feel ridiculously full. Players are still EVERYWHERE. Even if the majority are off fighting in the endgame, the starting levels are far from empty. In fact, a Buy-To-Play model even makes the timespan of when players join the game more spread out. It’s not all at once at launch, it’s over time as more reviews and sales causes players to jump in when it’s more convenient for them.

The cash shop, of course, is still there, and is still an eyesore, but it’s not at front-and-center. Finding the Cash Shop in The Secret World took me ages, as it’s hidden in the menu and there isn’t an on-screen big flashing button.  The more hidden it is, the more gameplay doesn’t revolve around it. This is a good thing.

Guild Wars, no pants, payment model

Subscription

This is the domain of the lucky World of Warcraft, EvE Online, and upcoming titles Elder Scrolls Online and Wildstar (until they maybe change their mind soon after release, that is).

Where it goes right:

– Very faithful, but smaller community with long-time, experienced players.

– All content can be earned while playing the game.

– High payment walls keep out non-serious players, and remaining players are more passionate about the game.

Where it goes wrong:

– Cash shop still exists, but not by name and only for items like server transfers, name changes, expansions, and is outside of the game’s client.

– Starting new feels like a ghost town. Players are usually clustered in the highest levels and the starting zones feel “dead”.

– Content you don’t engage in and don’t want you still end up paying for, and is usually unavoidable.

I could keep going, but it’s not all bad. For the really serious gamer, it truly creates the most even playing field there is, one of time only. A comment on a previous article posits that the distinguishing character of subscriptions is that effort = reward, and only effort. You can’t buy your way to the top, you follow the same path as everyone else. If they have a fantastic piece of armor, you can get it too with enough effort. In subscription, then, is the only true PvP found, that of social standing. Dominance is by sheer effort.

In a perfect world, yes, that would be the case. However, as long as gold sellers exist and people keep using them, the playing field will never be even. In fact, due to the pure effort = reward system, the value attained from using gold sellers is more dramatic than it would be in a F2P title. So even in these games, RMT’s still occur, whether the players and developers like it or not.

The Best Payment Model Ever!!

So, combining all of these together, what do we have?

What we want:

– Lots of players. And the more faithful and spread out, the better.

– Easy to Return after an extended absence. New games happen, and we like to play them. Breaks are inevitable.

– All Content Earned Through Gameplay

– Effort being the primary source of Reward

What do we NOT want:

– An invasive cash shop that nickel’s and dimes us.

– Transient and immature players.

This image is credit of Star Trek Online forum member 'centersolace'. Awesome.

So?! WHAT IS IT ALREADY?!

Looking at all of the reasons and managing the negatives, the best payment model we could have is this:

A Buy-To-Play model base, with the ability to earn all content through gameplay. A store that would have to be around, since it’s BTP, but very non-invasive and optional.

This system sounds a lot like Guild Wars 2 and The Secret World, doesn’t it? Well, I agree that their payment structure is very well done, but both can be better. If we combine them together, we may have something. How about this?

Instead of the gold/gems exchange we have in GW2, why not have gems be a drop in the game, too. Random drops. Kill a mob, find a few gems. Complete a quest, get a few gems. In TSW, this would translate the same way, kill mobs, earn a couple points. Nothing drastic, of course, just here and there. Make it random, like a slot machine. If you play for a long time, put in the effort, they will add up.

Have an optional subscription, like TSW, that also gives store points. Then the store won’t be invasive, it’ll be a destination for people to spend. If they want the items sooner, they can spend and get it.

Content should be good enough to necessitate a fee. I like that GW2 is pumping out content left and right, but it feels overwhelming and insufficient at the same time. Why not release it in overall-story-progressing content packs? The whole Queen Jennah conflict with the crazy plant woman could be a featured paid top level story arc, for instance.

So what do you think? Think I’m on to something, or did I miss something entirely? Would this cause runaway inflation the likes of which has never been seen? Or will it help to be a stabilizing effect for in-game economies? Think this post is too long and want me to stop ranting?! Let me know!

And as always, thank you for reading.

// Ocho

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How MMOs are Adapting the Psychology of Casinos

Well, folks, in about 16 hours Neverwinter, the latest MMO from Cryptic and Perfect World will be entering it’s open beta phase of development. Past this point there will be no character wipes, though, so for all intents and purposes, consider Neverwinter launched. After all, the difference between a soft open-beta and a full-on launch is just bug fixes and patches, which happen all the time in MMO development anyway.

So once the floodgates open, we can fully start enjoying our time on the Tarnished Coast in all the glory the Dungeons and Dragons setting can muster (without really being very Dungeons and Dragons). But, to be honest, I’m a little apprehensive. I’ve spent a long time playing in Perfect World and Cryptic’s other games, namely Star Trek Online and Rusty Hearts, and the trend I’ve seen is a little scary. Namely, that the psychology behind relieving the player of their money is getting better and better.

Now, I’ve lived around gambling for quite some time. I was born and raised in the suburbs of Philadelphia in the great state of New Jersey, so all my life I’ve been less than an hour drive to one of the USA’s great gambling meccas, Atlantic City. And now, Philadelphia itself has started to becoming a gambling destination of its own, sprouting up a few casinos in the past couple years. With my fascination of human behavior, this has led to a keen understanding of how the casinos are able to pull the money out of your pockets so easily.

And with the rise of Free-To-Play MMOs and casual mobile gaming, I’m starting to see the same signs invade our hobby…

Seeing Others Win

Have you ever put money into a slot machine, and even if you’ve won just a few coins the machine started whooping and hollering like a banshee? This is 100% on purpose. The noise and alarms that arise from slot machines is both for your benefit (You won! Woohoo!) but also for the benefit of others around you (Look! That guy won!). The draw of seeing others win with lights and sounds is a signal to others that they can win, too.

In games that use subscription models, this acts more like a Skinner Box, pushing you forward to your next dose of positive reinforcement. In Free-to-Play, though, seeing others win is an impetus to get where they are, and spending money is the easiest way to get there. In Star Trek Online, for example, whenever a lockbox is opened and the top prize is given out, a message goes out to the entire playerbase that you have won. Every… single… online… player.  And there is NO OPTION to turn it off!

Giving you the option to do so would seriously hurt their income, too. Seeing others win is the biggest driver of sales of the lockbox keys, which puts money directly into their pockets. With the odds of winning being as low as they are, and the frequency at which people are spending money on keys to open the boxes… they aren’t going anywhere. Lockboxes make them money hand over fist, and despite the loud complaining about them, the players keep buying them, hoping for the big hit.

Playing With Points and Not Real Money

When you want to start gambling at table games, the first thing you do is head to a table and drop some money on the table. These are then replaced with clay chips that are used at the gambling tables. Universal, and nobody thinks twice about it. But really, they should! Why chips? Why have tokens that represent money? Well, for one, the casino finds it easier to transfer money en-mass and little chips are easier than stacks of paper. But the biggest reason is that, in the players mind, those chips stop representing real money. They become a plaything, a toy used in the transaction of gambling. The most I’ve ever dropped on a single hand of blackjack was $60. In chips, that’s two green $25 chips, and two red $5 chips. This was very easy to do at the time. If, in order to play, I had to pull three $20 bills out of my wallet and bet them on ONE HAND of blackjack… the better part of my mind would’ve stopped me. Those three $20s aren’t just bills… that’s food, gas, etc. However, in chip form, there’s a disconnect between the chips and real money.

In MMOs, the same goes with store points. Most games don’t do this, but Perfect World’s Zen has a direct 1:1 correlation with the American dollar. 1 Zen = $.01. So $20 = 2000 Zen and so forth. So that big Andorian Kumari Vessels 3-Pack that’s 5000 Zen literally translates to $50! However, once those bills are transferred into points, they don’t go into the same category as cash in your mind. And with Star Trek Online’s Dilithium or Neverwinter’s Astral Diamonds, even these have a direct correlation with Zen, which has a direct correlation with real cash. They become just another game currency, and as such, they’re easier to spend as your mind treats them differently.

Comfortability and Keeping You Active

In older casinos, finding clocks is relatively tricky. There is, however, a new thought of casino design that since people have easy access to a clock themselves, changing the environment to hide the outside world isn’t the primary thinking anymore. It’s more about being comfortable. If people are comfortable and they enjoy their environment, they will spend more. Roger Thomas, the head of design for Wynn’s Resorts has essentially reinvented the modern casino. Now, instead of a cave setting, Wynn’s casinos feature sunlight, opulence, and artwork. The key here is that a casino is now an adult playground, designed to be so comfortable that you’ll want to spend more time in them seeking whatever pleasures are offered. More time, afterall, equals more money in the casino’s pockets.

The same goes with MMOs. The more time you spend in them, the more money you will spend in a Free-To-Play game. And so, the key is to make the players as comfortable and as busy as possible, with reasons to keep coming back. Comfortability is easy. Players like the familiar, and are too thrown off by the different. If they see mechanics that they’ve seen in other games, they’ll find it all very comfortable. My recent review of the game posited that Neverwinter is really just a blend of other games, not doing everything the same, but not really adding to it, either.

And then keeping players active is Perfect World’s modus operandi, something they have perfected. How many times have I logged into Star Trek Online to stay for a few minutes, only to end up staying for an hour or more? From Forbe’s exultation of the game’s Landing Page and timed events to STO’s real-time Doff system or Neverwinter’s timed crafting system (like Zynga’s multi-billion dollar strategy), giving you stuff to do and giving you reasons to come back is paramount, and they do it well.

So What is The Future?

Really, it’s not going to stop. With Zynga opening up real online casinos, and Perfect World using casino strategies in their games, it will just lead to a bigger and bigger industry. Casino psychology has been around for ages and is only going to get stronger. Although Neverwinter is taking the chance by not offering a subscription at all, they know the psych game well and so it’s not really a huge risk for them.

You will find me periodically heading into Neverwinter, and I will most likely periodically be spending money there, too. If the game is fun, I don’t mind it at all… but always in the back of my mind is that itch. That little voice that says “The House Always Wins”. So, I don’t see myself spending tons of time in Neverwinter, maybe just a weekend trip here and there.

Just like a vacation to the casinos.

// Ocho