While the free-to-play model is highly popular in the mobile gaming industry, it can sometimes create a divide among players. Although playing for free initially is an attractive feature, some games eventually create a sense of “pay-to-win.” Striking the right balance is a challenging task, but fortunately, there are plenty of free-to-play games on the market that have achieved it. Isabel Davies, an interactive entertainment lawyer at media and entertainment experts Wiggin LLP, shares some best practices for the free-to-play model.
Davies, with her expertise in regulation and its impact on the gaming industry from her experience at Disney Interactive and King, offers valuable insights and recommendations on industry practices and regulations surrounding free-to-play games. Over the past decade, industry practices and regulations in the UK have evolved, especially with the release of the Office of Fair Trading’s “Principles for online and app-based games” in early 2014. This release highlighted specific free-to-play practices that needed improvement, such as non-disclosure of in-app purchases and failure to differentiate commercial content from gameplay. Recently, there has been an increased regulatory focus on in-game monetization, including the attention on loot boxes and plans from the US’s Federal Trade Commission to address dark patterns.
As a lawyer, it’s important to also acknowledge and showcase the positive practices seen in recent months rather than solely dwelling on the negative practices. For those interested in further exploring the regulation of free-to-play games, Davies will be speaking about this topic at Pocket Gamer Connects Helsinki in September.
Rotating Items
Many games implement the concept of rotating stores or timed offers. Nuverse’s Marvel Snap also includes this mechanic, but what sets it apart is the ability for players to “pin” a card they want to purchase but can’t afford at the moment. While the in-game currency (Collector’s Tokens) can be earned, it is also available for purchase. Allowing players to hold onto desired cards reduces the pressure to spend or rush through Collector’s Levels.
“Hold to Confirm”
In Marvel Snap, the premium currency is Gold (which can also be earned through gameplay). It’s essential to spend this currency carefully, which is why the “hold to confirm” feature for making purchases with Gold is commendable. This functionality prevents accidental purchases of Galactus variants, ensuring that players have more control over their spending.
Optional Ads (Properly Disclosed)
According to Sensor Tower’s 2022 State of Gaming report, the option to remove ads was the most widely adopted monetization mechanic among the top-grossing casual games in the previous year. Implementing ads effectively can be challenging, but one approach worth mentioning is how Auxbrain Inc’s Egg Inc handles them. The game gives players the choice to view ads while clearly disclosing that they are ads, rather than labeling them more ambiguously as just “videos.”
One Virtual Currency
The Pokémon Company’s Pokémon Quest often goes overlooked in discussions ranking the best Pokémon games. However, its monetization model is worth recognizing. The game utilizes a single currency called PM Tokens, which can be earned in-game or obtained as a bonus for certain real-world purchases. The absence of confusing multi-currency systems simplifies the purchasing process, allowing players to buy optional decorations for their base with real-world money.
Shop Tutorial
An aspect of Pokémon Quest that stands out is its Poké Mart tutorial. While many games offer in-game tutorials for basic gameplay, only a few take the time to explain how the in-game store works and what players can buy. This tutorial provides valuable insight into the game’s economy and helps educate players on available purchasing options.
Non-Renewing Subscriptions
Nexon Games’ Blue Archive offers a lot to enjoy, including incredible art and animation, as well as a seamless blend of tactical firearms combat and education-based administration. In recent years, there has been a trend towards auto-renewing subscriptions and battle passes in games, which has garnered legislative attention in Western markets. However, Blue Archive takes a different approach by offering bundles of purchases on a weekly and monthly basis. This model allows players to make purchases if and when they want, without being locked into a subscription that may exceed their intended duration.
Currency Calculations
Earlier this year, Alpha Dog Games and Bethesda Softworks released Mighty DOOM, a top-down roguelite game set in the DOOM universe. Aside from being an excellent addition to the franchise, the game exhibits thoughtful monetization strategies. One notable approach is the transparency in communicating virtual currency shortages to players and providing information on how much they are short by. Additionally, the game suggests the lowest priced virtual currency pack necessary to cover the difference, rather than pushing players towards more expensive packs. These purchase opportunities are always presented outside of gameplay, reducing the risk of impulsive decision-making.
Despite the negative reputation that some free-to-play monetization mechanics have earned over the years, when executed correctly, free-to-play games can be rewarding for players and game companies alike. It’s important to navigate the potential legal risks associated with these practices. For further insights on the future of monetization in free-to-play games, read our interview with Pocket Gamer or join us at Pocket Gamer Connects Helsinki in September!