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Paying To Win

by on Mar 14, 2011

  • 117,651 vues

In November 2009, EA hit the headlines when the BATTLEFIELD HEROES team made sweeping changes to their in-game economy and virtual item catalogue that many felt would completely destroy the game ...

In November 2009, EA hit the headlines when the BATTLEFIELD HEROES team made sweeping changes to their in-game economy and virtual item catalogue that many felt would completely destroy the game Kotaku's headline summed up the feelings of the press - 'BATTLEFIELD HEROES Is Practically Ruined'. A game that had previously been perceived as welcoming to free players suddenly demanded much more grinding to maintain a player's free items, a team that had previously promised they had no plans to sell items that gave an advantage were selling 'super' and 'uber' weapons that many players felt were more powerful than standard equipment, and the Battlefield Heroes forum posters were in uproar with an 'EA Failed' campaign against the changes. Despite the predictions of destruction, over a year on, BATTLEFIELD HEROES continues to be a powerhouse in the free-to-play space, with nearly 7 million registered users, no declining trend in active users, and it long-term future assured. So, what happened? In this talk, Ben Cousins, General Manager of Easy (the EA studio behind BATTLEFIELD HEROES) takes us through the story of this controversy. Through the development of BATTLEFIELD HEROES and the early performance of the title, into the high-pressure environment in EA that forced the sweeping changes and out the other side with detailed look at the games store catalogue and business performance.

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110 sur 49 précédent suivant Publier un commentaire

  • senvers senvers download this amazing full version 100% working and virus proof file without any survey from below link. just download it and enjoy.
    download from here:- http://gg.gg/h26m
    Il y a 6 mois
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  • IlyaMaryasov Ilya Maryasov, Game Designer/ Product Manager at Mail.ru Great presentation, thank you! Il y a 1 an
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  • joepesci334 Joe Pesci So the moral of this story? Lie lie lie and lie some more - people will give you money anyway! Il y a 1 an
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  • jonjonz jonjonz What I am most curious about is why the Korean company recommended hiding the fact that players were getting beaten due to items sold in the cash shops.

    I think micro-transactions are a wonderful thing and all games should implement or not as they see fit, however I think 'Pay to Win' is simply an derogatory epithet issued by consumers disgusted by the dishonesty of a competitive game where most serious competitors pay frequently to maintain a competitive advantage, but which is marketed as Free to Play.

    Its just plain bad marketing. People have no problem with microtransactions, what they don't like is games that miss-lead consumers to think that they can compete in those games with any chance of success 'for free.' The epithet could have been 'Free to Lose', F2P just happened to stick.
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  • Chubzdoomer Chubzdoomer If anything, this video and the statistics prove that the vocal minority that make up PC gaming communities cry and complain but rarely back up their words with actions. Other proofs of this can be seen within the Steam 'Boycott' groups that have targeted titles like Left 4 Dead 2 and Modern Warfare 2. We saw how that worked out, didn't we? Most of the users in those groups immediately purchased and played said games on day one. Il y a 2 ans
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  • CyberdyneX22 CyberdyneX22 My problem is not that you made stupid game changes, it's that you took falsely advertised certain virtual goods and made people pay twice for things they already had. Il y a 2 ans
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  • CyberdyneX22 CyberdyneX22 I don't blame them for making the changes that they did. Businesses have to make profit, especially if they have families to take care of and even if it turns the game into crap. However, free-to-play games don't have to be that way. There is a game company called Z8Games that develops a FPS called CrossFire. In CrossFire, there are cash-buyable weapons that certainly give advantages and it's hard to get weapons without spending money. However, there are still game-point purchasable weapons that can be complete ownage in the right hands. Skilled players with ordinary weapons can easily defeat less skilled players armed with the best premium weapons. Furthermore, the premium weapons allow skilled users to better utilize their skill, and would be much less effective in the hands of an unskilled player. CrossFire is still going strong, releasing solid content every few months and releasing a new game mode every year. Nobody complains about the system, even though getting guns without money is hard and weapons with advantages are available. Il y a 2 ans
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  • WizLawz Wiz Lawz Ben Cousins is long gone from Easy / EA afaik just an fyi Il y a 2 ans
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  • Quas1984 Quas1984 OMG I just spent 20 minutes listening to this wanker justify the nickel and diming in this pay to win tripe... And he’s not even nearly finished!

    Apparently jobs were/are on the line and they had spent money on some stupid orange meeting rooms which accomodate less people than my dining table instead of decent games.

    Apparently they took advice and inspiration from the Koreans... Because we all know of the high quality games they churn out. They said to sell items that make players better than others, but make sure the losing party doesn’t find out that they cannot win against the player who bought the items.

    I like the bit where this condescending prick addresses all the players that have actually spent $20 on his game and labels them as an animal (peacocks). Personally I would have used the term sheep or morons. Oh and this line ’They wanted to create a cool looking hero’... OK if thats not something I can do right off the bat then what does this game offer? I can list 10 games that will let me design a ’cool looking hero’ why do I need to spend extra here?
    Why not release a product worth buying instead of a new jumper, scarf and hat combo that will allow me to beat players who arent wearing them.

    Personally it’s a hollow victory if I win because all my numbers are marginally higher than yours. Ben you are a cunt mate :)
    Il y a 2 ans
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  • mitchellblau Mitchell Blau At the end, you rhetorically ask 'Why don't we instead do what our customers want' (Paraphrasing). You used the word 'Want.' I know in business what consumers 'want' is indicated by spending patterns, by what they buy. But in ACTUAL FACT it is inaccurate to equate what people DO with what they WANT, just as it is inaccurate to equate what people WANT with what they SAY they want. Psychology has made this abundantly clear.

    This is why people call you evil: you're trying to find a better way of getting the customer to pay more, because under the business paradigm and in your mind, you're 'giving the customer base what they want,' but to a consumer, you're a money-grubbing evil genius.
    Il y a 2 ans
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Paying To Win Paying To Win Presentation Transcript