IndustryGamers - Informing the Games Industry

Turbine: We're Not Scheming Players to Get Subscriptions

Posted June 11, 2009 by David Radd

Earlier this week, IndustryGamers posted a story on Dungeons & Dragons Online: Eberron Unlimited, which will be Turbine's first free-to-play MMORPG.  Intrigued by a heretofore subscription MMO company going the free route and encouraged by a reader suggestion (keep 'em coming, by the way) we contacted the company for an interview.  We had the chance to talk up the game with Kate and Fernando Paiz,  Senior Producer and Executive Producer of the project (one of the few husband and wife teams in the industry), in addition to Director of Communications Adam Mersky.

When we asked why Turbine was launching this initiative, we found out that they had been considering it for at least a couple years.  Additionally, they noted that while the title will be rebranded, the project is an evolution of what used to be known as Dungeons & Dragons Online: Stormreach.

It couldn't be a D&D game without big, nasty dragons!

"We went with the mentality of old school D&D players by buying the initial players book.  They like that, eventually they'll buy a module to expand their experience, and then maybe later purchase some miniatures," said Fernando. "It felt like a good fit to DDO and to bring the model to the U.S."

While Dungeons & Dragons Online will be getting a bunch of new players, subscribers don't have to worry about their game experience being fundamentally changed.  "We think the changes won't affect the way VIPs, the new name for subscribers, play the game," asserted Fernando. "Now, you get new benefits like extra Turbine points to spend on items.  We're very careful to change the game so it doesn't bring about a negative experience for our existing fan base."

Naturally, they said that dropping the subscription fee helps open the game up to people who like the Dungeons & Dragons brand but "don't put the value threshold at $15."  Mersky, however, described the broadening appeal as more than just an adjustment to the price structure.

"Old school MMO players were used to tweaking their computers and dealing with lots of patching, but now, as people game more, they're used to the instant access and we've put out new technology to help create a character and be playing in 15 minutes," Mersky described. "We used to make you download 8 gigs of content before you could start playing."

The worry with a free-to-play title is always how "free" everything is.  After all, if all of the significant content is locked, free play is more like an extended trial.  For doubters, Fernando had a very simple suggestion.

"What we'd say is try it!" responded Fernando. "Of course, there's a point in time where every player will ask, 'Will I pay for the next level sigil or content or do I quest to get it for free?'   As they play they get favor points, which nets them store points.  If people want to get all of the content without paying, they can; this isn't about backdooring into getting a subscription."

"We have a running joke in the marketing department betting how long before someone goes from level one to 20 without spending a dime (my money's on 34 days, by the way)," said Mersky. "This is not a scheme to get subscriptions; we think we make some of the best online worlds on the planet and we want people to enjoy them.  If you look at the whole entertainment industry, it's going to a more flexible model, whether you're buying just one song off an album or recording something on DVR to watch on your own schedule.

"We go to a lot of these conventions and there has been talking about free-to-play OR subscription.  And we say, 'Why do you have to choose one over the other?'  That's where our model now sets the tone."

"That's where we see us making waves, showing that you can have top tier content in a free-to-play model," added Fernando.

We've always felt that sanctioned virtual item trade in MMOs has been a missed opportunity, considering that it happens anyway and the proprietor of the game doesn't see a dime.  Dungeons & Dragons Online: Eberron Unlimited will not have such trading, and Fernando noted that high level items weren't for sale in order to maintain "balance."

"We've made convenience items available, and it's reflected in what we have in the store; the endgame is not buyable in the store.  The things in the store are rudimentary like a +1 sword, which might work in a pinch, but you're probably not going to use it at level eight, let alone level 20."

The beta is ongoing at DDO.com, and Fernando noted that while players will not keep any items acquired in the Beta, any money spent will be reimbursed in Turbine points when the full game releases, which will probably come later this Summer.

David Radd has worked as a gaming journalist since 2004 at sites such as GamerFeed, Gigex and GameDaily Biz.