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Should People Have to Pay to Play?

5/30/2015

2 Comments

 
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Claire is playing Candy Crush Saga on her smartphone and is “in the zone.”  The pieces seem like they’re moving in slow motion.  Never has she scored so many points so quickly.  Suddenly she's on the verge of entering a new episode, but she’s faced with a decision.  Does she stop where she is, abruptly ending her successful run, or does she purchase the ability to keep playing?

Given that each day over 93 million people play Candy Crush Saga, the widely popular mobile game for iPhone and Android, Claire’s dilemma likely duplicates itself thousands of times a day.  Of course, King Ltd., the maker or Candy Crush, wants many more of those millions of people to plunk down cash to play, but should people feel compelled?


In 2015, mobile is expected to become gaming’s biggest market, worth an estimated total value of more than $25 billion a year.  By 2017 that global revenue will likely be $60 billion.  With so much money being made, why should game makers need people to pay more?  Aren’t they just being greedy? 


True, those are significant sales, but it’s worth noting that they’re spread over a growing number of mobile game developers in an increasingly competitive industry.  GameSalad, a company that develops the developers and claims more than 80 of the top 100 games in the U.S. App Store, reports that it has helped over 750,000 developers publish more than 65,000 games.  At the same time, a relatively small number of mobile companies in the U.S. (247 to be exact) can claim revenues of more than $1 million.  Meanwhile, “the 10 highest-grossing games rake in 43% of world-wide mobile-game revenue.”

So, what about Claire?  There she is, engrossed in the game when her enjoyment is cut short.  Is it right for mobile game companies to lure consumers with free play, then monetize their motivation to expand their experience.

The key to answering this question is to know whether any of the following are at play:

  • Deception:  Does the company mislead players in terms of what’s free and what’s not?
  • Coercion:  At a key moment, does the firm somehow force players to purchase extended playtime or other benefits?
  • Manipulation:  Has the company concocted an elaborate scheme that leads players unwittingly down a plan toward payment, which is virtually impossible to avoid?

If the answer to each of these questions is “No,” i.e., there is no deception, coercion, or manipulation, then it’s likely that the company’s approach is ethical.  Furthermore, in such situations Claire and other game players have reaped benefits from their time of open access.  Even if play doesn’t continue beyond that point, they still have had an inexpensive and enjoyable experience.

Players, therefore, are under no compulsion to continue playing at a cost.  Yes, they may experience some disappointment if they quit, but they still are able to walk away without any really negative repercussions and without needing to forfeit the gratis gratification they’ve already received.

This ability to walk away satisfied seems validated by the stat that “less than 3% of all mobile-game players make any in-game purchases.”  At the same time, those who do pay to play spend $5-$25 a month on average, and a very small number of heavy users (“whales”) spend $50-$100 a month.

Is it wrong for these players to pay to play?  Not as long as they are doing so voluntarily with a realization of how much their spending, and with discretionary income that can support the habit.  While $1,200 a year seems excessive to me for mobile gaming, there are people who spend ten times that amount annually on other forms of recreation.

Given the tremendous growth of mobile gaming via the "freemium" model, it appears that the play-a-little-for-free approach creates stakeholder value.  Likewise, there’s no inherent compromise of societal values, which makes giving Claire and others the option to pay to play “Mindful Marketing.”

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2 Comments
Daniel
10/21/2015 07:56:37 pm

I'm a very avid gamer, and I have a personal dislike of the "freemium" model because of how it dilutes player skill. Many freemium models directly exchange in game power (through better stuff or time saved) for money. In competitive games especially, victory can be determined by whichever side is willing to pay more, which can be very frustrating to competitive, more dedicated gamers. There are also plenty of free to play games that sell purely cosmetic changes and do not "sell power." I consider these much better games.

That said, I fully acknowledge that the "freemium" model is completely ethical, effective, and very appealing to casual gamers.

Reply
Julia Rickard
9/15/2021 01:02:56 pm

As someone who played candy crush back in 2015, I would say that this "freemium" model was a very good system, especially for apps like candy crush. The whole point is to give players of the app a chance to play for free, and then as you progress in the game you can buy certain things to enhance your abilities. I think that this model is smart for the gaming company because this way you are making money simply by letting people try it out for free first, and then letting them get attached so that they can put money into it. I think that people should not be mad about this freemium model because you do not always have to purchase things on a free app. The company is letting you play for free and if you really do not want to pay for the added bonuses of the game, you do not have to. This is a very simple decision for video game players to make, which is why I think that the freemium model is a great way to make money for the video game company, but again it is not like it is forcing people to pay during a free game.

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