WoW PLEX, pt 2
In the comments on the last post, Kring took me to task a bit for not delving deeper into the sort of game design considerations regarding WoW’s impending (?) PLEX introduction. Part of the reason I didn’t was because how it impacts me in pretty fundamental: it introduces dollar signs into my gameplay. Whether the concept or implementation of PLEX itself fits WoW is immaterial to me – it could be the best thing ever done in the history of the game… and I’m still going to be calculating my repair costs and AH cuts in USD.
That’s my own neurosis though, so perhaps it’d be interesting to look at the broader picture.
Who is WoW PLEX for?
Kring suggests the following:
Blizzard has problems to gain new players. I’m sure that if you can tell LoL players that “good player can play WoW for free” that has some appeal. And I think that’s their primary goal. To spread the news that “WoW is F2P for good player”. Which means PLEX must stay in a reasonable range, they don’t want “good player” to complain that it is “too expensive”.
Here we have the first question. Who is the player base which Blizzard thinks will constantly buy PLEX for Euro to sell it for gold?
The real answer to this question is pretty simple: WoW PLEX is for the tens of thousands of players currently purchasing from illicit gold sellers every month. And that is probably the extent to which Blizzard has thought about PLEX being utilized. We saw this exact same line of reasoning single-handedly birth the abomination that
is was the Diablo 3 AH, and I have little reason to believe there is some deeper design significance going on. WoW PLEX is solely to combat illicit RMT.
While there may be X number of AH barons who will be able to PLEX their accounts year-round, I do not suspect it will be the norm for them, let alone the average person.
Are there enough gold sinks in WoW?
Second, I have my doubts that WoW at the moment has big enough gold sinks to keep enough player interested to buy PLEX with Euro and sell it for gold. PLEX will be consumed on a monthly basis, which means they must also be supplied on a monthly basis.
I think WoW must be changed to add gold sinks. New huge gold sinks. And they must hurt the players which Blizzard intends to sell PLEX for Euro in the future.
Four words: Black Market Auction House:
I could also include the more traditional “100k gold vendor mount” but that seems like small potatoes compared to the above screenshot of 840k (and counting) for the Flametalon mount. The genius of the BMAH – besides being able to have auctions get into the million-gold range – is that it targets everyone: the people chasing rare pets/mounts, the collector looking for one-of-a-kind or extremely limited items like the Arcanite Ripper, and then even the hardcore raiders with Mythic loot drops. Indeed, I don’t see much stopping even ultra-casual players from grabbing uber-high gear to help out in dungeons or to make rep grind dailies easier. Well, nothing stopping them other than needing tens of thousands of gold… which, hey, what a coincidence!
Now that I think about it, the true genius of the BMAH may well be that it was introduced first. Can you imagine the backlash if Blizzard dropped in WoW PLEX and then opened up the BMAH a week later? I don’t really believe Blizzard is that nefarious, primarily because that would require the ability to actually think ahead and plan accordingly. Which is demonstrably missing, as evidenced by their inability to release expansions on time.
Will WoW’s game design change because of PLEX?
Yes, but perhaps not for the reasons you might think.
Blizzard will shift resources to mainly create content for the player base that buys PLEX with Euro. This will be their primary target and this will be the group that will get the most updates. Take a look at GW2. They setteled on a biweekly rythm of adding new items to the cash shop and delivering small parts of their living story. Blizzard will have to add a new gold sink on at least a monthly basis and deliver something for the PLEX with Euro buying player.
What does that mean for the other player? Will we get even less “free” content? (free = not shielded with an insane gold wall).
I do not believe that Blizzard will move towards anything resembling biweekly game additions, basically because I don’t believe Blizzard is capable of creating content with such speed. That’s certainly a snarky response, but it is somewhat rooted in the dev team’s rather consistent push-back against obviously-goofy things in the game. For example, the rather strict Transmog rules which prevent you from wielding giant fish. There have certainly been plenty of silly toys and such over the years, but I don’t think we’ll ever see the sort of GW2-esque Quaggan backpacks. When you cut out those category of items, you are left with a much harder problem in spending artist time designing in-universe gear.
The real impact might well be to go the other direction: being more cautious around implementing gold sinks. I’m not quite sure what the total gold cost of the Garrison ended up being, but imagine something like Epic Flying at 5000g when PLEX is sitting at 15,000g apiece. Honestly, PLEX will probably be closer to 150,000g than anything, but Blizzard will nevertheless need to be careful to not appear to be jacking prices up for PLEX sales. Some percentage of players might sell PLEX to keep up, but there is another (likely larger) percentage that would balk at paying a double-subscription fee and just get squeezed out of the game entirely.
Is this baby steps towards F2P?
Technically it could be, but I feel like people lose the proper sense of scale when it comes to WoW.
F2P really only makes sense for a game if F2P revenue > Subscription revenue, right? One of the fundamental ways of measuring F2P revenue is ARPU, which is Average Revenue Per User. As of April, SuperDataResearch lists World of Tanks as the highest ARPU amongst several high-profile F2P titles, such as League of Legends and TF2. That amount? $4.51 ARPU. Now, LoL is sitting at $1.32 ARPU in comparison, but it of course has tens of millions of more players and thus generates much higher overall revenue than World of Tanks.
The ARPU for (Western) WoW players is at least $14.99, if you have forgotten.
Would WoW attract and ensnare at least 30+ million F2P players such that F2P would make economic sense? Could WoW attract that many? It’s very doubtful in my mind, and a rather absurd risk when you are already taking in a billion dollars a year doing exactly what you are currently doing. Blizzard won’t even enable flying in Silvermoon and you think they’ll restructure the entire payment scheme for the game? I can perhaps see them doing so sometime in the distant future, but that is the same future in which WoW drops below 5 million subscriptions. Which is still twice as many as anyone else has ever had.
Ultimately, I think WoW PLEX is a bold move on Blizzard’s part entirely meant to combat gold selling. I do not believe they are making an overt move towards F2P, I do not believe this change heralds the introduction of more gold sinks, and I do not believe many people are asking the right questions. Namely: how are you going to feel about dailies (etc) once this gets introduced? I already know it’s going to suck for me, because it sucked in Diablo 3 and Wildstar vis-a-vis hoarding currency for no particularly rational reason.
The idea is sound, and will likely work out for a lot of people. Just not me.