With the announcement that Command and Conquer Generals 2, being developed by Bioware Victory, has been renamed just Command and Conquer and been refactored under EA's freemium model, it has left many gamers very disappointed as the once great RTS series known for its over-the-top single player campaigns, cheesy FMV, and memorable character, has now completely abandoned its roots and focused on freemium fueled multiplayer.
This should come to no real surprise to anybody who has been following gaming news the last few months. In late July, EA Interactive's senior vice president said that the freemium business model was going to be the "market-leader" (source:
Gamespot). A month before, Peter Moore, COO of EA, was quoted saying that "I think, ultimately, those microtransactions will be in every game, but the game itself of the access to the game will be free" (source:
Kotaku) Clearly EA has warmed up to the free-to-play market enough to understand it's potential revenues.
And why wouldn't they? After going free-to-play, Turbine's MMORPG Dungeons and Dragons Online saw a 500% increase in revenue (source:
Gamasutra). The free-to-play tank battle game World of Tanks by Wargaming sees profits in the double digit millions (source:
Game Industry International) each month. Those are numbers that cannot be ignored. Many other MMORPGs have gone free-to-play to save themselves from ending up like Star Wars Galaxies. Free-to-play seems to be the future. With some promising titles like Firefall and Planetside 2 releasing before 2013, there seems to be a bright future. EA seems to just be following the crowd and trying to ride this revenue wave like everybody else.
However, EA has been dabbling in free-to-play for quite some time now and the results have been less than amazing. There have been a number of freemium modeled free-to-play games that EA has launched throughout the years. Some include Command and Conquer: Tiberium Alliance, Need for Speed World, Risk: Factions, Battlefield Heroes, and Battlefield: Play4Free The Battlefield games are undoubtedly the biggest free-to-play games that EA has actively promoted. Though these games follow EA's freemium model as a framework for their free-to-play structure.
This vision of freemium is where EA fails. Unlike what other publishers and developers see as free-to-play, EA's vision plays out more like a glorified demo and falls for the dreaded pay-to-win schemes that 90% of the free-to-play FPSs are notorious for.
For example in Battlefield: Play4Free you unlock weapons for certain duration of time. These weapons are purchased with in-game credits that you earn or real world money. At first it's pretty easy to unlock new weapons for 1-2 day periods. However as you continue to play, the prices for these weapons increase overtime. Eventually the amount of playtime required to unlock a weapon for just a 24 hour usage becomes far to great. Losing the weapons puts you at a major disadvantage, so the only way to get these weapons is to pay real world money to unlock them for extended periods of time. However, even if you pay real money you do not unlock the weapon permanently. Eventually the weapon goes away and you're forced to purchase again.
Both Battlefield Heroes and Battlefield: Play4Free suffer from this. The games novelty wares off very quickly when you realize you're being forced to pay real world money to unlock weapons and keep up with the competition. This is freemium. You cannot unlock all of the content of the game without purchasing at one point, and that is a major problem.
Compare that system to Tribes Ascend. In Tribes Ascend you may purchase weapons and upgrades with real-world money or earned experience. Naturally, the earned experience costs are pretty high. However, once you unlock a weapon or an upgrade it is yours to keep forever. No unlocking a weapon for 24 hours like many other freemium shooters. This system feels much more rewarding and does not punish people at any time nor does it try to squeeze money from existing players. There is still cash-only items in their cash store, but these are limited to skins and voice overs for your character, not for weapons and equipment. Basically while you could buy every gun and upgrade in the game with real world money, there is nothing there that can give you a real advantage if you pay. This is free-to-play done right.
EA's vision of free-to-play, the freemium model, has been greatly flawed. It requires those who enjoy the game to continually dump money into it if they want to enjoy it after a certain amount of hours. This model doesn't reward people for playing for long periods of time, thus keeping the community alive and active, rather it punishes people for playing a long time. It punishes free players and premium players all the same. Since all unlocks are not permanent, or if they are permanent, they cannot be unlocked by a free player. This turns the games from free-to-play to pay-to-win.
I understand the need for a game to be profitable. If you could easily unlock 100% of the content for free, there would be no intensives for a person to put any money into the game. Successful free-to-play games have been able to balance the gameplay between free and premium players while not punishing either at any time. Free players always have a chance to be competitive and are never at a disadvantage to those who pay. People have proven to still be willing to pay money for in-game content despite the content being obtainable by just playing the game.
EA needs to have a little more faith in their own customers. World of Tanks and Tribes Ascend both put faith in their customers and they trust that their user base will buy content despite being able to unlock all of the core gameplay elements. EA's version of freemium punishes the community too much. It locks out the free players from all of the content, dangling it in front of them whenever possible and it punishes those who pay for the content as often their purchases are not permanent. If the iOS market has shown me anything it's that playing half a game feels incomplete and does not compel me to want to purchase the rest. Microtransactions that add up much quicker than the value of the game deter me and others from purchasing the game.
Given EA's track record with trusting their consumers, this doesn't leave me hopeful. If EA does not adapt their freemium model to be much more consumer friendly, I fear that the C&C series will just be the start of EA's attempt to break into the free-to-play market and they'll bring down every series they can with it.