The comments to yesterday’s post about a EU regulatory body’s intention to crack down on the use of “free” in game descriptions were rather illuminating.
As you may or may not have known through prior posts, I vastly prefer the “B2P” model (e.g. the default) to F2P because the latter is associated with (IMO) compromised gameplay mechanics that serve no intention beyond the enforcement of the payment model. Plus, I cannot turn off the parsimonious part of my brain when it comes to purchasing things, thus frequently leading me to extreme and, frankly, insane behavior to save a literal handful of dollars that would have been eagerly frittered away en mass in other contexts.
That said, both eyebrows were fully cocked at what I was reading yesterday:
Saying you can play LoL for free is like saying Spaghetti Bolognese is a vegetable meal because you can just choose to not eat the meat part. I’m sure the EU doesn’t allow you to label Spaghetti Bolognese as a vegetable meal.
F2P has become a buzzword added to everything, completely useless in providing information as if you can really play for free, so it’s not that bad if they force producers into labeling their games into something more informative.
No for-profit product or service should ever be generically described as “Free”. It breaks the language.
“Where is the confusion”, you ask. Lawyers are very good at finding the confusion. Leaving the definition to be argued in court would be sure to burden games players and EU taxpayers with the very expensive costs of both sides of such a court case.
Regarding that last one, it is indeed true that Apple ended up settling their court case with the FTC for $32.5 million this year over in-app purchases (IAP). I suppose there is something to be said about “kids games” having IAP and potentially targeting children specifically, but I can’t help but wonder if companies other than Apple are being held accountable for the children of parents who hand them credit cards unsupervised. And to what degree court cases like this justifies the UK banning of porn. It just sorta seems like a concession that adults are incapable of being responsible parents by default; I mean, you’re either not monitoring their phone/game usage, or you’re not utilizing both Apple’s and Google’s ample parental controls before you hand over the small supercomputer to a seven year-old.
Let’s dial the politics back a bit though, as I want to focus on F2P. Or rather, how it apparently does not exist.
It was Bhagpuss that quipped that second to last quote, regarding how the term F2P “breaks the language” because it has free in the description when you can’t actually play for free. Or you can, but since the company is for-profit, it’s misleading. Just like those “free samples” in grocery stores. Or my anti-virus program. Or, I suppose anything at all from any for-profit company as we can assume they’re making money somewhere along the line. To be charitable, Bhagpuss suggests that the way games are labeled will be changed to accommodate the new rules, by making them say “Free to download, IAP optional.” Which they pretty much already do:
My question from the prior post still stands though: where are the EU-approved (no-IAP of any kind) free games? I poked around the Google Play store for a bit before running into an old stand-by that pretty much highlights the gaping holes in the EU commission’s logic: Where’s My Water?
Hey, look! No IAP at all! EU 1, Disney 0. Of course, scrolling down a bit, we see…
I’m actually pretty sure that I’ve seen these sort of “free trials” or demos for game apps long before IAP were ever implemented, so there’s a certain symmetry to companies circling back to what worked before. Because, let’s face it, if in-app advertisements are fine, advertisements for the full version of the game you’re playing (and others) are fine too.
As you might expect, the completely and totally free version of Where’s My Water? is a severely truncated mess that plays full-screen video advertisements every 2-3 stages you complete, followed by level selector that ends with a link to a paid app and the Where’s My Water? 2 sequel. At least they’re not selling gems though, right? Sure. But there’s no reason to suggest that they couldn’t advertise the full, “Try Now!” version that is also free to download with all its microtransactions intact. Considering that even a child will burn through these IAP-removed “free” games within 20 minutes, and they can still navigate to the app store via handy in-app advertisements to purchase the “full” IAP game within moments, I have to start wondering if the language is worth saving. Seriously, I was three clicks away from purchasing either a new game or the unlocked version of the one I was playing.
I mean, what, will the EU disable click-through advertisements next? If they did, that would actually be pretty amazing. They won’t though, because they can’t, and since this entire concern is predicated on children being able to circumvent their parent’s (likely nonexistent) IAP prevention measures, it won’t stop kids from buying the entire App store.
In which case we’ve come full circle, minus the word “Free,” while doubling the number of ad-riddled Shareware in App stores. So… success? Or maybe they could have simply mandated that IAP (and ad-supported) filters be more prominently displayed, so that reckless parents have one last chance at sanity before they download just anything and let it babysit their child for hours.
The European Commission is in the beginning stages of passing down a mandate on F2P games, with the following as perhaps one of the definitions:
“The use of the word ‘free’ (or similar unequivocal terms) as such, and without any appropriate qualifications, should only be allowed for games which are indeed free in their entirety, or in other words which contain no possibility of making in-app purchases, not even on an optional basis,” they wrote.
Now, I am about as pro-consumer as you can possibly get, but this… seems a bit off.
For one thing, where is the confusion? It’s called Free-to-Play and all these games – even the one with really manipulative, coercive business models – are literally free to play. It seems like kids being lured into purchasing in-game items is the thrust of the legislation, but I’m not entirely sure what about that gets solved by labeling these games as “Freemium” or whatever marketing term fills the gap. They will still be free to download, parents will still be dumb and leave their credit card info auto-filled in or account signed on, and kids will still be manipulated to do things.
In fact, I’m kinda curious as to what possible games truly fall under the “unequivocally free” category. In-app purchases will disqualify you, but the game designers are getting paid somehow, so… what? Rampant and misleading in-game advertisements are okay? Maybe affiliate links to Amazon pages with one-push purchasing of an Angry Birds plushie? Do donate buttons count as in-app purchases? I mean, little Johnny might get confused and push the Donate $20 button a few times in a fit of youthful exuberance.
While I do not like the implicit design channels that F2P inevitably inform (payslopes, time walls, extra grinding, etc), I’m completely fine with the term itself. And it seems somewhat dishonest to put League of Legends into the same category as Clash of Clan derivatives, just because the former happens to have cosmetic purchases. Have a special “IAP-supported” filter criteria if you must, although I’m not sure if those searches will turn up anything these days. I mean, the last time I saw any truly free freeware was either on 3.5″ floppy disks or a random CD in my Captain Crunch cereal.