MMORPG Subscription Economics Discussed

Thanks to GamePro for their article discussing why MMORPGs charge a monthly subscription fee, discussing the "extra developer attention and player community" a monthly payment allegedly brings. It quotes a Blizzard spokesman as saying "running a massively multiplayer game like Blizzard's upcoming World of WarCraft costs about three times as much as running an online server like Battle.net, because MMO games require constant maintenance, 24/7 customer support, and an ongoing dedicated development team", and NCSoft's Robert Garriott, brother of Richard, says: "Think of it as running a small city. Many of these games have hundreds of thousands of 'citizens.' NCsoft operates the 'government' that builds new roads, puts criminals in jail, and digs new caverns for citizens to explore and enjoy. All of that costs real money."

Comments

I disagree completely

[neostorm]

This article seems to be trying to stem the flow of complaints concerning online fees with fluffed up examples. For instance, when I was working at Sony (Electonics) in 2000, it was a widely discussed phenomenon concerning the $3.5 million in pure *profit* that Sony raked in per *month* from Everquest. This was after server fees, support fees, and everyone involved had gotten thier paychecks, and if you recall in 2000 EQ cost $9.95 a month.
I knew Sony had a lot of balls several months later when they raised their monthly fee citing extended expenses. And then they did it again, and again...

Furthermore: "...and all people interviewed for this article feel you have nothing to lose by trying it out."
I have to disagree with this, as there is a lot to lose out on when trying out these games. It costs $50 to pick up a game at the store, and everytime I've checked they are non-returnable due to their online-game status.
I think it's an excelent move when developers started to release demos for their new MMOs online, because I am not about to plop down $50 for a game that may be utter crap that I can't return. However, when I can download the full version of this game online to try it out, I then question why I would need to drive to the store and pay an extra $50 for a box and manual in the first place.

I think it needs to be said that the industry has identified a new rush of revenue. MMOs are hot right now, and with the insane amount of profit abailable it's like a new gold rush, or a second .com era. I really wish gamers would step back and take a look at the real facts however, because developers could still make plenty of money by releasing these games online or in retail for (very) minimal prices, and still only charge $10 a month. The last MMO I was tempted to play appeared recently a $16/mo, and that's the last time I even thought about checking one out.

Re:I disagree completely

[whorfin]

For instance, when I was working at Sony (Electonics) in 2000, it was a widely discussed phenomenon concerning the $3.5 million in pure *profit* that Sony raked in per *month* from Everquest. This was after server fees, support fees, and everyone involved had gotten thier paychecks, and if you recall in 2000 EQ cost $9.95 a month.

IIRC, Everquest has ~400,000 subscribers, which would mean that they brought in about $3.5m in revenue per month, before paying for support people, developers, paying for bandwidth (lots), electricity et al.

The money that EQ brings in a year is significantly smaller than a 'smash hit' like Vice City, Madden Football, or the like, and the profit margins are nowhere near as high.

This article has an interesting read on the online market.

SOE-tech support or lack there of.

[skinnedmink]

Well, all I know is that SOE tech support is not worth it. On the 24/7 tech support, try 9-6 weekdays.... on a non-800 number. Depressing.

Tier-based Subscription

[Allaran]

I too have often wondered why they don't implement a system which allows you to choose a payment plan that is most economic for your playing style or even just lets you graduate to a different level depending on your play.

For casual ( 10 hours/month) players, $1/hr.

For midrange ( 10-40 hours/month ), $10/month.

For hardcore (40+ hours/month), $20/month.

Naturally, they'd do research to determine ideal numbers, but this would encourage more casual people to play, and give them higher revenue from hard-core players.

There is ONE problem with the MMORPG model

[ymgve]

...you pay for the goods TWICE!

It's OK that you have to pay a monthly fee, due to the amount of content and such. I've got no problem with that.

But I've got a problem with all the MMORPG developers that ALSO CHARGE FOR THE GAME DISK! And it's not just some small fee to cover the cost of the disk/manuals, the cost is right up there with any other game!

And don't even talk about the expansions. HELLO, I AM ALREADY PAYING $10 A MONTH SO YOU CAN CREATE CONTENT, I WILL NOT PAY YOU FOR ANOTHER CARDBOARD BOX!

It's sad that most MMORPG developers seem to be bent on profit and refuse to let go of this obsolete payment model. Either go for monthly supscriptions or go for a one time fee. NOT both.

Re:There is ONE problem with the MMORPG model

[Allen Varney]

It's sad that most MMORPG developers seem to be bent on profit and refuse to let go of this obsolete payment model. Either go for monthly supscriptions or go for a one time fee. NOT both.

At the Austin Game Conference last weekend, John Taylor of Electronic Arts and (previously) Kesmai, among many others, explained that almost the entire profit of the boxed game goes to the publisher, which is often a different entity entirely from the company that runs the actual online service. The profit on the retail box is an incentive for the publisher to distribute the game widely, a necessity for the online service to build its audience.

Yes, the MMORPG developers are bent on profit -- being, you know, businesses -- but they're not holding onto an "obsolete payment model" out of greed for the box profits. The boxes are only the means to an end.

What annoys me

[Lord_Dweomer]

What annoys me is that when a new MMORPG comes out, it inevitably has a higher monthly fee than its predecessors. What then happens is that all the other MMORPGs feel they need to raise their price. Yes I could understand a price raise to match inflation. However, some of them are ridiculous. The maintenance costs for those existing games did not increase. They are just able to charge more to match the other prices in the field. It is absolutely disgusting. And people keep paying. Thats why I'm done with MMORPGs for a long time until something worth the extra cost comes out.

We do it for free, but...

[Doctor Cat]

Our game Furcadia has been running for almost seven years now, and currently supports a community of around 40,000 players. We don't charge any fee to play the game, and I'm proud of what we've accomplished. We do have some optional addons players can get, but most of our players never buy anything. So we have a LOT less than the $120+ per player per year that the big online games have to work with, and our first three years we didn't charge for anything at all.

Our bandwidth was provided free at first, by Mplayer and then by Playnet. (Thanks, guys!) Now we pay something like $650 a month for a game server, mail server, and web server plus enough bandwidth to service all our current players, with really good private peering to keep netlag minimal. It's great how much bandwidth prices have come down since we started in 1996! If we had to, we could take day jobs again as we did our first few years, just pay that monthly hosting bill, and keep the game open. And the game's been a lot of fun for a lot of people, led to marriages, all the usual things online games have (and a few unusual things, since we let players upload their own art, maps, code their own scripts to make quests, games, etc.)

But... While you might think someone with a background like that would be on the "they charge too much, burn the witches!" side of the debate... I've worked in the game industry since 1982, and I know a lot of the people that work on the big expensive hit MMORPGs. And those costs aren't made up. Yes, my partners and I, and the game we made, serve as living proof that you can do SOMETHING on a pretty fair sized scale for almost no money. But you do get a lot of things on a game that charges $10-$13 or more a month. Millions of dollars worth of professional quality art and animation, for one thing. And paid customer service and tech support staff, something we mostly use unpaid volunteers for.

Ultimately, the biggest operational cost on most of the commercial online games today is customer service, eclipsing even the number two cost, bandwidth. And I think most people would agree that the average level of customer service quality today is not satisfactory to players, and would not be considered acceptable in most other industries that maintain customer service phonelines and such. (Which is almost all of them). Rather than argue that they exaggerate their costs, one COULD make an argument that they need to be spending even more, until they are providing satisfactory service!

Current games spend half or more of their revenues on customer service staff and bandwidth (and a few other operational expenses). Whether they'll eat into the profits more, raise prices, get consumers used to the idea of never expecting higher quality support, or keep outsourcing more and more of the support work to India, that remains to be seen.

I kind of like our all-volunteer model for the enthusiasm it brings, but the big companies would never take a legal risk like that, after seeing the lawsuits against AOL and Ultima Online. A lawsuit like that could crush a company as small as ours just from the legal fees, even if we won - but it's in the nature of tiny companies to take the big risks, right?

Free Trial Please?

[MMaestro]

I think MMO games need to package a free trial subscription in the boxes. Now before you people point out, 'some/most games already do' I'd like to point out that a 30 day free trial is never equal to the $50 you paid for basicly a CD in a box. The average subscription rate for MMO games is something like $15 a month now, right? Well if I could get 2-3 months of free subscription time and some real goodies in the box, I'd be much more willing to try the game out.

Thats just my opinion, but considering signing up for a MMO is a fairly considerable financial decision, I want some serious payback. And no, when I say goodies in the box, a manual with more than 50 pages doesn't count, nor does a cheap napkin sized cloth.

A really, really neat goodie would be to give a special items out to players, based on random drawings using their CD key. Say you got a CD key between B and D, so you'd get a unique prize that only people in that catagory would get. It could also be ever changing with the game like it could grow, transform, or some other really cool thing. Like for those who played the game for 1 year without ever cancelling their subscription and being a regular player (1 hour a week on average) would have their unique item become some kind secret treasure map or a key that would only work with a treasure chest that another unique CD key user would get. That would be a lot cooler and a lot more appliable to the idea of the MMO world constantly changing.