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Developer Roundtable: Triple-A, Free-to-Play

February 4, 2013 Article Start Page 1 of 3 Next
 

A reprint from the February 2013 issue of Gamaustra's sister publication Game Developer magazine, this article examines the growth of premium free-to-play games. You can subscribe to the print or digital edition at GDMag's subscription page, download the Game Developer iOS app to subscribe or buy individual issues from your iOS device, or purchase individual digital issues from our store.

Free-to-play is nothing new for many core PC game audiences, with Valve's Team Fortress 2, Wargaming.net's World of Tanks, and Riot Games' League of Legends championing microtransaction-based models for a few years now.

However, in the latter half of 2012 we saw three new entrants in the free-to-play market, each bringing back classic boxed PC franchises in a new free-to-play format: Tribes: Ascend (Hi-Rez Studios), MechWarrior Online (Piranha Games Inc.), and PlanetSide 2 (Sony Online Entertainment).

Game Developer caught up with Todd Harris (Hi-Rez COO), Matt Higby (PlanetSide 2 creative director), and Bryan Ekman (MechWarrior Online creative director) to try to unpack each of their strategies for cracking the core PC game market.

Is there anything about your respective IPs that made them particularly conducive to a free-to-play (F2P) business model?

Todd Harris: Um, no. I would actually say it was probably not that expected that we would make it free-to-play with that particular franchise. I think it kind of had maybe the opposite reputation. We're the fourth Tribes game for the PC, but it had been a while since there had been a Tribes game.

They were known for being quite hardcore and for having a pretty passionate group of veterans that still played the old game, and also known for being all about the multiplayer, not single player, so things like balance and any perception around pay-to-win would be a big deal. So I actually think Tribes was not an IP that people would have expected to go F2P, and we saw that as a challenge.

Matt Higby: One of the best things about it, I think, is that a lot of times you're making an F2P game, and a lot of the people coming in and getting enjoyment out of your game aren't really doing a lot for you unless they're buying stuff from the store. As a developer, you're not getting much out of the people that are playing for free, unless you can entice them into buying something. With PlanetSide, that's not true; everybody that jumps in and plays PlanetSide is actually providing content for all of the people that are playing PlanetSide with them.

Bryan Ekman: The nature of the MechWarrior IP allows us to attract a large player audience; who doesn't like giant robots? Once a player gets through the basics of learning how to pilot a walking tank, they will find a very deep and engaging experience that allows you to tinker and customize your BattleMech (avatar) endlessly. The nature of a BattleMech gives us plenty of opportunities to monetize non-pay-to-win (P2W) concepts, such as time-savers and cosmetics, that add real value to your battlefield persona.

Was the game originally conceived as a free-to-play game, or was that model added during the development process?

TH: Step one was that we wanted to make a game that had the gameplay of Tribes -- specifically, a fast-paced shooter with jetpacks. We liked that gameplay, so first we wanted to make that type of game. Second, we were fans of the game, so we looked into buying the IP and we ended up doing that so we could make a Tribes game. It was originally envisioned as a one-time purchase, but then throughout the development cycle we shifted toward making it free-to-play.

MH: When we first set out to make PlanetSide 2, we knew that F2P was on the table as a possibility, and as we built the game out more and more, we found all the ways that it fit, and I think one of the things that's fascinating about free-to-play is how well it fits a lot of different types of games. So as we were building the game out it became more and more clear that free-to-play was the best option for us.

BE: When Piranha Games first started working with the MechWarrior IP back in 2008, our intent was to make a traditional console product. In early 2011, we acquired the Xbox and PC licensing rights, and quickly decided to scrap the old brick-and-mortar design in favor of taking MechWarrior in a new direction. And thus MechWarrior Online was born.

How does your game convert a free-rider into a paying player?

TH: What someone gets value-wise is two categories of things. One of them is cosmetics. We have cosmetic skins, so you can make yourself look a little more badass, but it doesn't affect your actual game. We also have voice packs, which have been kind of nostalgic for the Tribes players; the early games had these built-in voice quick-key commands that let you taunt or call out tactics, so we offer custom voice packs for those.

Then the second thing is you get more variety faster by paying. You can unlock additional classes, so if you want to play a stealth infiltrator class, or a technician who deploys things, you can unlock new classes and new weapons for those classes much more quickly if you decide to pay.


PlanetSide 2

MH: With PlanetSide 2 one of our keystones is ensuring that we have fair competitive gameplay. So one of the things we decided is that anything that can affect gameplay in any way can always be unlocked through gameplay. You can go and purchase items, but you can unlock those items through gameplay too. I think if you're making a competitive free-to-play game, that's a must-have.

The main thing we're doing with monetization right now is convenience. People who might not have 40 or 50 hours to play games anymore (like you might have had if you were me when I was in college) can use microtransactions or purchase a membership to unlock items more quickly. So the convenience factor is really key, and also we have lots of cool cosmetic things.

Since those don't actually affect gameplay, those are sold pretty much exclusively for Station Cash (currency purchased with in-game money - ed.) in the game, and we find a lot of people actually have those so they can be a little more distinctive. For us, though, the most important way to turn a free player into a funded player or a paid player is to just have a fun game.

We know that having a game that people can log into every day and have fun in every day -- have an enjoyable experience -- that's the thing that convinces them to spend money more than anything else, including even what we can offer them to spend money on. The players feel like the game is fun, and they want to be able to support the developers of the game, and we see that being a true thing within our community.

BE: First, we focus on getting the player engaged and teaching them the mechanics of what makes MechWarrior Online fun and refreshing. Then, after a player has learned the basics of piloting, tinkering in the MechLab, and customizing their BattleMech, they discover a cash store filled with fun or advantageous items to purchase. That said, it's still possible to have a free and fun MechWarrior Online experience.


Article Start Page 1 of 3 Next

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Comments


David Lee
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It's nice to get varying points of view within a relatively compact piece--nice job putting together good information from three developers.

Alex Boccia
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Tribes Ascend was my favorite game for over five months until it started succumbing the freemium imbalance around may of last year. I wish they would have just had us pay forty dollars for the game outright and the game balance could have stayed. I remember HiRez said they weren't going to sell weapons and then after a few months (the huge menu update) they started to. Planetside 2 has level barrier issues, such as squads being unable to take down large bombers because nobody has leveled high enough to get the proper anti-air weapons. Really disappointed that both of these otherwise great games settled for the freemium plan. I feel like they lost most of their original playerbase (i.e. me and 20 of my friends all bailed on Tribes when it went bad) and their design choices became heavily influenced by how it would benefit free to play, and not that players.

Kyle Redd
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I'm not sure Ascend would've been worth $40. It's a multiplayer-only game with a few basic game modes and only 10 maps or so - comparable to something like Team Fortress 2 (which originally cost $20 at launch). But I agree with pretty much everything else you wrote.

The Le
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I loved the Tribes franchise, but Tribes Ascend was "pay to win" mess that put a tremendous focus on Offense. I really wanted to like it, but there were far too many problems. Here's an honest review:
Part 1 Review:
http://gamecrazy.com/blog/detailed-review-tribes-ascend-part-1/
Part 2 Review:
http://gamecrazy.com/blog/detailed-review-tribe-ascend-part-2/

Kyle Redd
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"we wanted anything that you could unlock to really be sidegrades -- not necessarily better weapons, but just a different play style"

This bit by Todd Harris is really hard to believe. I put over a hundred hours into Tribes Ascend, and it was very obvious throughout that time that the different weapons were absolutely not "sidegrades" by any sense of the term. That's why, for example, the Sentinel's Falcon sidearm (which most players use) costs twice as much as his shotgun sidearm (which almost nobody uses). If the weapons are meant to be roughly equal, why would there be such wide variation in their prices?

Kaitlyn Kincaid
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wrt the comment by Todd Harris on being able to take f2p games to market earlier... yes and no.

I was in the T:A early beta. Back then we had XP and we had Tokens. Tokens unlocked classes and XP unlocked stuff inside that class, you earned both at the same time. When they changed their progression system, they converted all tokens to XP and had just the one system.

The issue was, because they had promised never to reset players XP, they suddenly had players with over 10,000,000 XP (to put that in perspective, at the time the most expensive item was 170k, and that has since been lowered to just 50k). There are players with so much XP from that one conversion that they will NEVER need to buy anything ever again.

Carrying over progression from beta to live has to be one of the most foolish ideas I've seen come out of a marketing department since I read the fine print on my cellphone contract. If your game is 100% solid enough that there are no possible progression exploits, no progression adjustments, no "cost" adjustments, nothing.... why are you still calling it a beta? And if you can not guarantee 100% security on those systems, you should not be allowing players to carry over progress.

Beta is a time for finding bugs, if you tell players that they can keep any progress from testing, then what incentive do they have to report exploits? None. Firefall (by Red5 Studios) had an XP exploit last year, it went un-patched for weeks and players made total use of it to advance themselves far faster than they should have. Not only does this mean fewer "xp booster" sales later, it invalidates their progression testing. Since players were advancing so much faster, R5 has less data to go on to see if their progression rate is accurate.

Beta->live carry over is a bad idea and needs to stop, in f2p and everywhere else

(NOTE: this applies to "beta", not "early access")


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