The rise of loot boxes and microtransactions in video games over the past few years has been marred with controversy, with some developers using the most predatory of tactics towards their consumer base in the search for profit. Over time, Battle Passes have gained popularity, most notably with the success of Fortnite, and is a far better option both for consumers and developers seeking to maintain the long-term health of their games.
What Exactly Does Each Term Mean?
It is essential to clarify what we mean with each of these terms before praising one over another. Put simply, a microtransaction is a business model where content within a game can be purchased to enhance the player experience. At its worst, this refers to purchases that make a player more powerful than those who do not spend, which is referred to as pay-to-win. On the other hand, many games provide a range of microtransactions that are purely cosmetic in nature and afford no competitive advantage over other players.
A loot box is a manner of microtransaction where the player does not know what they will receive on purchase. Instead, they are provided with a list of potential items and then awarded one at random. Some countries require that the odds of obtaining all items be disclosed before, but not all. This is the most predatory of in-game monetization method, and its legality is currently a hot topic of discussion, leading to outright banning in some countries, and on-going debate in others as children are directly targeted as consumers of this mechanic, and some believe it promotes gambling later in life.
Meanwhile, Battle Passes provide a tiered approach to in-game customization. Players are shown a track of awards that can be obtained through playing a game, often by accumulating experience and meeting certain ongoing objectives. All rewards are visible from the start, and as a result, players know exactly what they are purchasing through a one-time fee per season. Battle Passes have become increasingly popular as of late, both in response to consumer distaste for loot boxes, the value they provide a consumer, and the connotation of supporting a developer.
Loot Boxes And Microtransactions On Top Of Premium Pricing Models
Both loot boxes and microtransactions are littered across the thousands of free-to-play games available on the mobile platform, but that is to be expected as they serve as the primary method of monetization for many developers. On the other hand, they also appear often as part of the post-release monetization of certain premium games, those wi[brightcove_video:]th a large price tag at initial purchase.
The absolute worst offenders of this type are not hard to find and are most notable in the yearly releases of Fifa and NBA titles. Players must first pay upwards of $80 for a standard game, or well over $100 for a deluxe version of a game, only to be bombarded with in the game to make purchases of loot boxes. Failing to do so will give other players a disadvantage in competitive play.
Players meanwhile are not oblivious to these tactics, but to varying degrees have internalized the inclusion of loot boxes and microtransactions, within reasonable limits. Sometimes a developer will overstep the bounds of reason and face the fury of consumers who reject certain extreme levels of greed.
The most infamous example of this is when EA first released Star Wars: Battlefront 2 with some of the greediest and most obvious attempts to grab consumer cash. They attempted to pass off their greed by telling players that making these purchases would instill in them a sense of pride and accomplishment, and for their efforts, they now hold the world record for most downvoted comment in Reddit history, with 667,823 downvotes for the ridiculous attempt at an explanation.
Battle Passes: Consumer Friendly, No Surprises, Great Value
In the midst of what can be described as loot box fatigue as consumers become exhausted from being charged constantly for every little thing, Battle Passes emerged and have become tremendously popular in many games. Fortnite was not the first game to feature this monetization mechanic, but it is arguably the most influential in spreading its popularity. As a free-to-play game, Epic Games rolled out its first Battle Passes for a relatively low price and awarded players with a wide range of cosmetic items.
Unlike loot boxes, consumers can see at a glance exactly what they would be receiving if they put the time into acquiring the necessary tiers, something that in most games is not difficult if playing on a regular basis. Player skins, sprays, gliders, pickaxes, premium in-game currency, and more could gradually be obtained, and players came to expect great things from their Battle Passes.
Fortnite then went above and beyond by giving players who purchase their Battle Pass enough of the game’s premium currency to be able to afford the next Battle Pass a few months later. This means that players could have paid the initial fee for a Battle Pass way back in Season 1, and still be reaping the rewards now in its eleventh season. It is hard to beat that kind of value.
That type of value is one extreme example of pro-consumer monetization mechanics, but other games have also implemented similar ideas to great effect. Call of Duty Mobile is a more recent example, having launched in October of 2019. On its own, the game is one of the absolute best free-to-play titles on the mobile platform, giving players access to a wide range of content. Their Battle Pass awards the same kind of cosmetics as Fortnite but is not needed to enjoy the game. Players who make the purchase do so to acquire more cosmetics, or for wanting to support the developer to continue working on their great game.
A Great Way To Support A Developer
As consumers grow increasingly fatigued both the manipulative tactics of loot boxes and the often-ridiculous pricing of other microtransactions, Battle Passes will continue to gain traction as the superior consumer choice. With so many great games on the market, a well-made Battle Pass is the perfect way for consumers to show support to a developer, and their duration of a few months at a time is also the perfect way to jump in and out of a few favorite games without committing to one exclusively.
Business meanwhile will always be looking for the next big way to monetize video games, but after years of sleaze and cash grabs, the “golden age” of loot boxes and similar tactics looks to be dying a death by a thousand cuts. Good riddance to the predatory tactic, and welcome to any monetization structure that looks to rewards developers for their hard work, rather than exploit their consumer base.
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