Hearthstone Evolving Monetization

I mentioned it last post, but Hearthstone recently came out with a new expansion, Whizbang’s Workshop, which also heralds a new Standard cycle with several sets rotating out. But after 10+ years of playing, this is actually the first time that I intentionally didn’t purchase the expansion bundle.

Priced here in Eddies

Now, nobody needs to know the machinations that transpired that resulted in my declining to spend money on Hearthstone, but I’m going to tell you anyway. Because, well, I certainly found it interesting.

Hearthstone is like most TCG/CCGs (e.g. Magic: the Gathering) in that it releases expansions several times a year (and pushing older expansions out of Standard). Card packs can be bought for 100g via in-game currency or purchased using real money at any time (basically $1/pack). In the weeks leading up to expansion releases, Blizzard will offer limited-time pre-purchase bundles, which sweeten the deal: $50 and/or $80 for 50/90 packs, random Legendary cards, and cosmetic Hero portraits. If you are trying to build a collection, these are typically the best bang for your real-dollar buck.

Blizzard will also sell you a Reward Track Pass ($20) that gives rewards like specific Legendary cards, and even more cosmetics. There is a separate Tavern Pass ($15) for Battlegrounds, which unlocks cosmetics but also an additional 2 Hero choices at the beginning of each game (arguably the most naked Pay2Win). Hearthstone also has an in-game store which features bundles of cards (typically $20) or macrotransaction cosmetics ($60!) for “signature” Legendary cards, e.g. alternative art.

All in all, if you want to give Blizzard your money, they make it easy to do so.

Nothing “micro” about these transactions.

The actual value proposition has gotten murky to me though. A few years ago, Blizzard implemented both a pity timer (e.g. guaranteed Legendary cards after X packs) and copy protection that was later extended to all card rarities. This was an enormous Quality-of-Life feature that doesn’t necessarily get the press it deserves. On top of that, Blizzard more recently added a “reroll” feature once they committed to alternative art cards, which meant you could get a different card of the same rarity if you already had a “better” visual version. This doesn’t come up too often, but sometimes it’ll let you exchange a weak duplicate on the free Reward Track for a chance at something much better.

Concurrently, Blizzard has also seemingly changed their design philosophy regarding the power of cards overall. Historically, it was all about the high-profile Legendary cards flipping games by themselves. While that is sometimes still true, most of the time the best decks are only good because of the supporting Common and Rare cards. This change appears more democratic… but it has a sinister edge. When Blizzard nerfs a card, they allow you to dust (disenchant) the card for its full dust value, rather than the normal 25%. Back when Legendary cards ruled the day, a nerfed Legendary meant you could just dust it and craft another brand-new Legendary and play with a different broken deck. These days, Blizzard nerfs the (relatively powerful) supporting Commons/Rares, leaving the Legendary cards alone. Except, without the support, the Legendary card is useless, but you can’t dust it for full value because the Legendary itself hasn’t changed. Thus, “investing” in Legendaries is risky.

As an example, Blizzard just released a balance patch yesterday that contained three Paladin nerfs to Common/Rare cards. Now, the Paladin deck did need adjustments, as it could kill you from hand with buffed minions. And these cards were problematic. However, if you crafted the 3-5 Legendary cards that went along with the deck (and improved your winrate thereby), well… oops. Best you can hope for is that some other Paladin deck rises from the ashes before the cards rotate out of Standard.

Three cards nerfed, 3-5 Legendaries (gold lines) not among them.

Coming into this expansion, I had actually accumulated 6700g, which meant I could buy 67 packs straight-up. The copy protections mentioned above essentially means that that is enough packs to get all of the Common and Rare cards, along with a handful of Epic and Legendary cards. What would another 50-90 packs give me on top of that? A few more pity Legendaries/Epics… but remember, they are less critical than they were before and/or more risky. I would get a lot more dust to craft whatever card(s) I want, but again, I will already have the important Common/Rare cards already, and thus be gambling on “investing” in the higher tier cards that may get stranded in nerfed decks. No thanks.

Finally, to really bury the lede: Whizbang’s Workshop is a weak set compared to what we just had.

The extra funny issue surrounding everything is how players – including myself! – react to new sets. Many times the top theorycrafters will say something like “Totem Shaman is still Tier 1, but no one wants to play it.” What they really mean is that a deck that was super strong two years ago is just as strong against the current format without needing new cards. But no one wants to play it. Because A) they already played the same strategy for years prior, and B) it means acknowledging you paid money buying new cards you can’t even effectively use. It’s a double cognitive dissonance whammy!

Blizzard has gotten a bit better at adjusting cards (including buffing them, which they almost never did before) at regular cadences, but all the interlocking factors I talked about really makes me wonder about unintended side effects for players like me, e.g. the ones that try to gauge the value per dollar gained. Moving heavy into more cosmetic options is a clear workaround, but even that is fraught in nature – if the alternative art Legendary isn’t competitive, you’ll never likely be able to play it. And if you never play it, you may never be enticed to purchase said alternative art.

Or maybe you don’t care and just want to watch it animate from your collection like an NFT and/or play casual games and hope you draw it before getting killed by a bot. In which case, you do you.

Posted on March 29, 2024, in Hearthstone and tagged , , , , , . Bookmark the permalink. Comments Off on Hearthstone Evolving Monetization.

Comments are closed.