Sixty Dollar Boosts
A lot of people have already weighed in on the $60 cost for instant-level 90 WoW characters, but let’s tackle this topic a week late and a dollar short. The funny thing is some people were actually surprised the price was so low. After all, the reasoning goes, it would cost more to buy another boxed set + expansion + character transfer to your main account.
Personally, the discussion regarding the “reasonableness” merely cements in my mind how completely unmoored from reality one can get in the midst of an infatuation. I mean, in the context of a game with $25 mounts and $25 to have your character transferred to different servers (in a completely automated fashion), sure, $60 sounds kind of like par for the course.
At the appropriate distance, on the other hand, it’s fucking absurd. That’s an entirely new AAA game. With the current Steam sale, that’s FFXIV plus four months of playtime. Hell, that’s four months of WoW game time. It’s the same sort of logic that considers it reasonable to suggest “investing” $20 into a F2P app like Dungeon Keeper.
Nevermind that Blizzard was giving away level 80 characters for free almost exactly two years ago. But hey, what a happy coincidence that the Scroll of Resurrection “ran out of charges” on the exact day of the $60 purchase leak.
The value of anything is subjective, true. Different people have different levels of disposable income, tastes, desires, and sees their gameplay time as more or less important. That being said, the fundamental constant in all this is opportunity cost. Sixty dollars here is sixty dollars not over there. Blizzard is banking (perhaps literally) on players not thinking their options through. I could give you a dozen game suggestions, any one of which could provide more entertainment per dollar than this exchange, even if you play WoW for 4+ hours a day.
Hell, the more you play WoW, the less sense $60 makes; heirlooms and guild mates could power-level you in a weekend. Recruit-a-Friend makes it so you could do it solo even faster, at a fraction of the cost (not to mention netting you three high-level characters). Seriously, do the math: the base warchest is $12.50 on Amazon and includes a free month, but the next month is also free since the veteran account gets it as well, just in case your casual dual-boxing takes a bit longer. So you get one level 85 and 42 bonus levels on whatever character for $12.50. Or you can purchase a second level 85 for an additional $25. Or take all of it over two months for $42.50.
Or, you know, $60 for one dude, I guess.
Trouble is that Blizzard put themselves in somewhat of an awkward scenario here. I would have suggested $25 as being an appropriate price for instant level 90 – the equivalent of a server transfer without destroying the original – but as with anything RMT, its mere existence instantly puts a price on everyone’s gameplay. Even now, there are people straining to control their incredulity regarding my suggestion that it cost $25. “Oh, $40 is the least it should cost!” “They’d be justified in pricing it at $100!” All of which is silly, because I just told you the price of a may-as-well-be-instant level 85 is $12.50 on Amazon.
Time will eventually tell whether the price of the character boost will be $60 or something else. Perhaps it will debut at that price to make the preorder of the next expansion seem like such a good deal, and then eventually get discounted. What isn’t particularly up for debate is that something was necessary. WoW has been hemorrhaging subscribers for years, and even though the flow has been staunched for now, the largest potential growth market continues to be ex-WoW players and not new ones.
I am not particularly convinced, however, luring ex-players into the Draenor expansion is going to make them consider $60 to boost their alts out of Cataclysm hell to be reasonable. After all, it is only after you unsubscribe that you realize the fragility of the “$15/month is cheaper than anything” argument. It may actually still be cheaper than many alternatives, but if you at any point deviate from that narrow path onto character transfer-land or RMT mounts, a single Humble Bundle or Steam sale can demolish you in dollar per fun. I played Terraria and Don’t Starve for 60 hours apiece. A subscription might get you 80 hours for the same price, but it’s the wrong comparison. How does 60 hours stack up against a name change? Or that shiny new mount?