On globalisation, consumerism, and F2P

(Even for me, that’s one heck of a subject line.)

What if developments in MMOs over the past few years really do model the real life experience in some ways? After all, virtual worlds are modelled on the real one … sort of.  Have gamers in virtual worlds been through their own virtual industrial revolution, and are heading on the road to  wherever it is that we are now in the real world?


Globalisation in MMOs, and specifically in WoW, happened when cross server transfers were enabled. Suddenly the population of a single server had much less of an impact on the progression of that server. Or to put this another way, there was a time when progression guilds took quite a strong interest in less progressed raiding guilds on their server and how they were doing. This might have been with a view to poaching players, but it was also because they knew that the server rose and fell together. There was an element of trying to foster the server community because progression guilds knew that earning a bit of goodwill with newer players now might result in better applications a few months down the line.

By the same token, if a raid guild on a server was well liked, non-raiders on the same server might share some pride in their achievements. I remember congratulating people I barely knew when their raid got C’thun down for the first time.

Servers now have become less relevant to a lot of players. Progression minded guilds and players think little of transferring servers or factions, advertise across servers and don’t feel the same sense of connection. Compare this with the way global industries set up call centres wherever the costs are cheapest and don’t feel such a strong connection to any local national interest.

You’ll still see some guilds, mostly more social ones, recruiting and training newer players off their own bat. If anyone remembers the post I wrote a few months back about running a TotC-25 to bring some less experienced raiders along, you might also be interested to know that some of them got the raiding bug and are keen to raid with our main crew in Cataclysm. Which is great because we’ll need the people.

Consumerism and F2P

Consumerism is a style of society in which people are defined less by their job and more by their purchasing power, and what they choose to buy. People are less interested in saving money (except if it means better consumption in future) or being thrifty with time or money, and more in having the newest latest most exciting items and experiences. We do see this as a trend in MMOs at the moment.

Players are less inclined to put all their focus into one alt on one game. Less inclined to define themselves as their main character or guild. Less inclined to pigeonhole themselves. Less inclined to put up with a long grind to get a minor benefit for one alt when they could get a new shiny more easily on another, possibly in a different game. And less inclined to value the achievements of people who do focus so much on one character – after all, look at how many options they have to give up to do that.

F2P games are bang in line with this type of play. A F2P game needs people to be constantly spending, so they need to offer a constant stream of new shiny items, which won’t last very long. This is the key — consumers like shopping. They like to have new and cool items to choose from. They bore quickly. They want to be seduced into making frequent purchases, not one-time permanent buys which would mean an item that never will be replaced. Consumables (by definition) are ideal candidates. If a player runs multiple alts then a F2P game can also try to lure them into buying shiny items for each alt separately. An item shop should frequently offer new things, time limited offers, anything to lure consumers through the virtual doors.

WoW in this context is actually pretty conservative with the cash shop options. They’re still good value compared to other games IF you have a lot of alts – the sparkle pony for example requires you to pay once and then all your alts can have one. Compare that with EQ2 which asks you to spend the same amount for every alt who wants the cool mount.

So it’s not necessarily about showing off to other players and keeping up with the Jones’, but might be just about being able to do a lot of shopping and choosing stuff you like for your own characters. Obviously the more money you pay, the more choices you have. Consuming is also a more solitary lifestyle. It’s all about your individual choices which you make privately with your own personal money, and less about having to fit in with the rest of the workforce. Again, this fits with the more solo friendly gameplay which MMOs are introducing.

The new breed of player may not be so interested in the endgame. Most of the F2P players won’t get that far – even if they stay interested in the game they’ll be cautious of committing too much time and money into it because that would restrict future options. This does not bode well for raiding as a playing style, at least not in its current form.

But can consumerism in games really support the sorts of communities that lead to long term growth? It’s a solo focussed mindset. And one effect of excessive consumption is that people can get jaded. The sparkle pony is new and exciting now, but how will it compare with future mounts, for example? Will there be a constant stream of people who will buy? In the real world there are also all sorts of issues to do with greater inequalities in society – in order for this to also be the case in MMOs, the cash shop would have to take on far more importance compared to in-game items.

12 thoughts on “On globalisation, consumerism, and F2P

  1. Taking a quick look at some of the Far Eastern MMO’s :- The game can become about disposable income expended rather than time expended. Skills are obviously still valued. ZT Online and others are examples as I understand it.

    At the moment it takes skill and time to become a top PvP or PvE player. In some cash based FE MMO’s skill (be it social skills in diplomacy/leadership of fellow players or in game tacticals) is still huge but if you havent bought enough chests you wont have good gear…and the numbers involved make luck a minor factor.

    In a way I can see the attraction. Time sink MMO’s are I think a thing of the past. ‘Why should I spend 15+ hours of my life grinding x, which is boring and a waste of my finite leisure time. Cant I just buy it instead?’ is to some a fair question.

    I do agree about the lack of server comunity these days. I find the RP servers still have some edge of it, and the older guilds stay in toucg with each other…..but its not like the feeling back in TBC when we all knew who the top raiders were…and pre cross-server LFG/PuG’s you certainly knew if you got ina PUG wiith a top Tank etc. I remember back in the opening days of Wrath I got stuck in Halls of lightning. Killed everything up to just before Loken and then we allmost wiped. Tank and healer stuck by Loken, DPS outside with respawns inbetween. Friendly Tank from top raiding guild (Heya Tanku if you’re reading) came in and rescued us. Not our guild but knew us because, as Spinks says, they kept an eye on the ‘2nd tier’ guilds. Wouldnt see that today.

    • I think it may go a bit deeper than “spend RL glod to progress”, I think progression itself is becoming less important to more and more people. They’re buying stuff because they like buying, or for the extra convenience.

      Maybe next week I’ll do a piece on the big society(tm) and MMOs 🙂

    • I’ve never seen a F2P game that wasn’t as big of a timesink as a sub one. The problem is you are not buying to remove a timesink: you are buying to lessen an insane one into tolerable levels.

      The attraction of those games are not about that though. To be blunt, the attraction is playing to midgame levels for free or for a reduced price compared to subs.

      • If you look at something like Farmville, although you could argue that it’s a timesink, I bet their best sellers are shinies for the farm and not items that reduce the grind.

        And you’re dead right that the attraction for most people is that the games are free. I think that’s why F2P is going to be limited in scope — it doesn’t really turn most players into consumers. In fact it’s made with the assumption that most aren’t.

        But if someone made a game which could somehow appeal so that the majority of players WERE consumers, they’d make a fortune.

  2. Consumerism might also be behind the slackers and tourists that I really have a hard time with. I tend to ignore or scare them away. No point in going into detail with Mr.” I did not yet figure out the interface.” They are playing everything a little “casually”, and are spending a lot on every gimmick in the item store if they need it or not.

    Why have players become like this. Nothing wrong with diversity, but it also shows that their virtual worlds have become boring, interchangeable, actually they are theme parks. World of Warcraft as the usual example.

    The future looks grim for the virtual world enthusiast in terms of “MMOs”. For a really immersive world the way it earns money would not need to be so carefully designed as companies now try to do with various F2P and hybrid models. A really good MMO can ask for your firstborn, your family, friends, home, and you will pay the price! Hehe, I am exaggerating of course, but this is not likely to happen. Not with “MMOs” indeed catering more and more to consumerists and bored shopaholics.

    • The folks at Square-Enix apparently missed the memo; they’ve designed yet another game that will demand just that. (your firstborn, friends, home, etc.)

      For all the talk of how FFXIV was going to be more casual-friendly, they sure missed the boat. The world is gorgeous, however, and the story immersive. I just hope you’re ready to grind (and slog through a laggy UI).

      • Champions Online and FF XIV have something in common despite being very different. 😉 The background of both MMOs, Superheroes and in the case of Final Fantasy, well, Final Fantasy – just nothing that I really care for.

  3. its amazing how f2p has exploded; never really had a high opinion of them, but I like the stress-free environment of not having spent money on a game you may or may not like

    i’m perfectly happy with how Arenanet (a la Guild Wars 2) seems to pursue a purchase the box, no monthly fee, with in-game store approach

  4. Seconding the GW model. That really is the best one for me, and in a lot of ways, I think it’s best for game design. It also seems to be adequate for fostering long term players and “endgame” activity.

    But yes, F2P “item shop” games do indeed tend to function best at lower levels. There just won’t be all that many players at the “endgame”.

  5. Extremely insightful. I had never thought about the MMO market this way before. I don’t even have anything to add, I’m just going to let your post simmer in my mind for a bit while I think about it.

  6. Pingback: Blog news: Ratings on comments, future post schedule « Welcome to Spinksville!

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