In an age where developers are micro-transacting their consumers beyond belief, it is refreshing to hear of the occasional development team willing to take a stand against it. In the most recent example, the financial relief comes from the good folks over PopCap Games. Their most substantial iOS offering to date, Plants vs. Zombies 2, made the unexpected move to free-to-play – much to the chagrin of their audience. Oddly enough, that shift may have actually been the best thing to happen to cash-strapped gamers in recent memory. So how can studios go against the monetization grain and still manage to sustain a profit? A simple change of perspective can go a long way.
Traditionally in-app purchases within free games were viewed under the microscope of paying a cost in order to either continue playing, or unlock an item that will make an unbeatable adversary more manageable. Essentially it boils down to being a pay-to-win structure. In either scenario there is a wide spread negative connotation associated with purchases, drowning in a bubbling cauldron of frustration and anger. When the main motivation behind opening a wallet is to make something that is undesirable cease happening, it feels more like being held hostage than acquiring something beneficial. It might even be fair to say that this is likely the reason that so many folks look down their nose at free-to-play titles.
While working on Plants vs. Zombies 2, the team over at PopCap hit on the discovery that purchases could actually be driven by positivity instead. For example: certain special crops are made available exclusively for purchase with cash through the in-game store. These seeds may be overpowered for a short period, and slightly flashier in terms of presentation, but over time the items that are unlocked simply by continuing to progress through the campaign will end up being just as useful, if not more so. Also, players have the chance to pay to unlock new worlds if they are uninterested in playing through the additional stage permutations in order to clear obstacles the “good old fashioned way.”
The main differentiation is that these acquisitions are completely unnecessary in order to move through the game. In reality they act as more a shortcut for those that don’t have the fortitude of the multitude. Under most circumstances there are only positive underlying motivations associated these purchases; primarily consisting of the desire to play more of a game that they already love, which most will gladly do with a smile. After all, people are far more willing to part with their precious greenbacks when they feel like there’s a tangible reward on the other side of a transaction.
PopCap, along with a select handful of other developers, may have finally cracked the nut that the industry has been trying to shell for years. Here’s to hoping that more will pay close attention and make efforts to follow suit. Who knew that future of mobile gaming could be forever transformed, all thanks to a slight shift of perspective?Posted in: Blog, Opinion
Tagged with: editorial, free to play, Microtransactions, Plants vs Zombies 2, popcap