Guild Wars 2 - The ArenaNet Way - Part I

What monetization is always a crucial point in Guild Wars 2, the point from which depend at least part of the commercial success of the only Triple A MMORPG that has chosen to rely on a different model from pay monthly to play with. And who better than the President of ArenaNet's Mike O'Brien could furnish explanations?

GamesBeat: When you released Guild Wars in 2005, make an MMO with no monthly fees seemed an idea outside the box. Your original business plan was to generate profit through sales of expansions at regular intervals and, subsequently, via microtransactions. Can you tell us briefly what were the results obtained with the model of selling Guild Wars and what lessons have you learned from it?

Mike O'Brien: The Guild Wars sales have far exceeded our expectations, then we realized there was a huge demand for games with no monthly fees. But we also learned that it was not in the best interests of the game releasing expansions so frequently as we had initially planned. We have reached a point where we could release a completely new campaign - with a new story, new professions and new game mechanics - in just six months. We put on the market just six months after Nightfall Factions. This pace was great for the hardcore players, who could quickly consume new content, but left behind the other players and did not give to the world of game time to "prepare" to go to the following campaign. So we changed our business model during the life cycle of Guild Wars, from support through periodic release of new expansions, to support based on microtransactions.

GamesBeat: Guild Wars has a large and loyal base of players, but the game was generally considered a niche product compared to World of Warcraft. It seems that you are now aggressively targeting a larger share of users, with the addition of levels and content accessible to individual players. What are your sales expectations for Guild Wars 2? How do you define the type of user you aim? And what are your plans for platforms other than Windows PCs?

Mike O'Brien: The original Guild Wars was a new type of online role-playing game based largely on the tradition of Magic: The Gathering, Dungeons & Dragons rather than with a strong emphasis on texture. We thought that the players wanted to try something new, and I think we were right whereas a new franchise like Guild Wars has managed to sell over seven million copies. Guild Wars 2 is now a MMORPG in effect, so our goal is to create a game that is a great MMO, but also a great RPG. We want to be the best in both fields, and we hope that the game could be so interesting for users of both genders. As for platforms, for now we have focused on Windows because that's where we concentrated our fan base. We did some testing and I think that Guild Wars 2 will run very well on other platforms, but we are still a small enough company having to take a step at a time.
GamesBeat: What are the key features that distinguish Guild Wars 2 other MMORPG free to play and at the same time justifying a purchase of 60 €?
Mike O'Brien: It 'a question relatively fun. Usually I am asked the reverse: how can ArenaNet can release a game of such high quality without a monthly fee when competition calls for € 60 per box and 15 € a month subscription? The answer is that we are endeavoring to try to create the MMO of the highest possible quality, not the least expensive MMO as possible. I think that Guild Wars 2 will be the title that is good value for money. Where else can you find a game that offers so many hours of entertainment, content, support and replay value for only 60 €? Let me give an example, more direct. Guild Wars 2 is a great MMO that is a great RPG, so anyone interested in how Skyrim RPG offline, or online RPG like Diablo III will love Guild Wars 2. These games cost € 60. In comparison to these titles, Guild Wars 2 has more or less the same amount of content, extent of explorable world, personal story and replayability. However, without additional charge, Guild Wars 2 also offers a persistent world in which to icontrare with your friends online using social and facing each other in several features two integrated forms of PvP, and where a development team dedicated to continually add new deals content to the game.
GamesBeat: How hard is it to create bids that are not in microtransactions angry fan base, especially in a game where PvP is so important?
Mike O'Brien: The creation of a system of microtransactions that will not disappoint or turn away our player base is relatively simple once you have defined what is acceptable and what is not.
GamesBeat: To what extent the feedback obtained in Beta will help you determine what is acceptable and what is not?
Mike O'Brien: I wrote a blog post to explain this topic to our fans, because I think it's important to be open and honest with the players about the microtransactions. Now that thousands of players have had a chance to try the Beta and get an idea, I think they realized that what we are doing is fundamental to creating a healthy, well-supported MMO, that does not exploit in any way the players. Guild Wars 2 is not one of those games that are wearing a mask to be free to play but are actually designed so that you can not go very far without making many purchases in the form of microtransactions. We know that players have paid 60 € for the game, and therefore are entitled to access all contents. Consequently, the microtransactions that we offer consist of optional additions to the game, and services for those players who want to exchange money for time. Once you have accessed this perspective, the microtransactions in Guild Wars 2 appear relatively straightforward and uncontroversial as you might think. If players need something to play, will find this something included in the game itself. If something is an optional service or content, can be purchased with microtransactions. Then we have this great system that allows players to exchange gems, our money for microtransactions, with other players, so we see that there is nothing of the game that can not be obtained simply by playing. If you want a server-transfer, which is a paid service, you can directly buy the gems, or you can make a trade with another player to get them.
GamesBeat: Are there any particular games online "hardcore" that you recognize as positive examples where microtransactions have worked well - probably titles like League of Legends?
Mike O'Brien: Yes, there are online games "hardcore" that I consider positive examples. I think EVE has done a great job with the PLEX system, and deserves proper recognition. As happens in Guild Wars 2, EVE players could exchange the currency of microtransactions. In this way, users who were in service but did not want any money to spend, they could still get it just by playing. Similarly, players who wanted to get in-game but they had enough time to obtain them, they could exchange them for money from microtransactions.
GamesBeat: Players can buy to use gambling money to buy items in the auction house system? This does not give the players who pay more an "unfair advantage" by being able to equip themselves better, to find materials for crafting, etc..?
Mike O'Brien: The players can not directly buy game currency, but may engage in trade with other players. Thus, as in the PLEX system of EVE players will be able to get some money without having to pay for microtransactions, while other players will have game currency or other property without procuring doverseli playing.
GamesBeat: The exchange of items for gold can not be a big problem for PvP team - where all players are brought to level 80 and achieve a standard equipment - but what are the implications for the WVW?
Mike O'Brien: Before answering this question let me say that Guild Wars 2, being competitive is something that goes beyond simply having the best equipment. There you will find to be pulverized when you enter WVW divine simply because someone has a weapon that you can not hope to achieve. We have always been opposed to this kind of thing. Here's what we believe: if someone wants to play for hours and migliaria to get an object that is so rare that other players will never have chance to get it, that object should be different just for appearance and rarity, not because it is something more powerful than it may otherwise be obtained in the game. Otherwise, the MMO becomes a race to grinding to obtain the best equipment. We do not want to create games grindosi - leave these things to other MMOs. So, once you realize that you must not do any race for the equipment to be competitive, you may wonder if you think it fair or unfair that players can acquire objects using the currency of microntransazioni, which essentially allows some players to exchange money for time, and others, time for money. or time for money, in the case of players who sell game objects). I think it is fairer to allow it. I think a super-fan of Guild Wars 2, which does not have much money to spend can still achieve the objects of microntransazioni, such as clothing from towns and mini-pet. And I think a player of Guild Wars 2 arrives late from work every night and can not spend enough time playing with his friends should be able to get though these unique items. Allowing players to exchange between them gives everyone the opportunity to give you what you did to get what you want.
GamesBeat: In your blog post on microntransazioni in Guild Wars 2 you quoted companies that offer illegal trade real money [RMT] as one of the reasons why ArenaNet will provide an official way to get money and items. Do you really think that the players can not hate the system of gold-selling, if this is done through the courts? What is your plan B, if the community gives a negative response?
Mike O'Brien: Probably some players do not realize just how harmful they can be RMT companies, but the experienced players of MMOs surely are clear. Do not think that MMO players hate all spam advertising game? This exists because of the RMT companies. Do not think that all the players hate the bots that populate their games? These companies exist because of the RMT. Do not think that players hate malware? Keyloggers? All attempts to hack into their account and steal all the gold possible by the characters? This is also caused by the RMT companies. This is because in most MMOs, there are incentives for profit "real" to exchange gold and items in the game. And where there are opportunities for profit in the real world people will lie, cheat, and steal to achieve this goal. And the rest of us touches trying to fix everything. Leaving players the chance to make direct exchanges take away the power companies and the RMT give themselves entirely to the players, and we do so that the chances of profit showing minimal. A player can exchange gold with another player to the store to get something he wants, but can not return to share the gold with real money, so that there is no direct incentive to buy gold. There are no incentives for companies to spam in the game, create bot, and get into your account to ruare. We are well addressed in this direction. We talked with our players at every step of alpha testing, closed the bet, and most recently during the beta weekend, attended by hundreds of thousands of players. So we know that the reaction of the players is, in fact, strongly positive. They understand that this system removes power to the RMT companies and puts it in the hands of the players themselves. And yet, many of them have already made use of a widely acclaimed as one of EVE.
GamesBeat: Monthly subscription to Games like World of Warcraft and Star Wars: The Old Republic offer update content in addition to expansions of charge. What are your plans for Guild Wars 2 migliorere and expand long-term? Players can expect new free content, or they will be offered only in the form of expansions in charge?
Mike O'Brien: We will have both. Players can look forward to Guild Wars 2 the same level of support you can expect from any other MMO high level.

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