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Microsoft's Perry on F2P the wrong way
Today's winner of the most provocative post title award is this little ditty about Age of Empires Online. But hey, don't blame Massively! It's actually the title of a speech given by Microsoft's Kevin Perry at GDC Europe 2013. Gamasutra has posted video of the event, and it's well worth watching if you've got 45 minutes to kill and you're interested in what goes through a developer's mind as he thinks about continually evolving monetization schemes. Perry says that this particular speech is on its third iteration. It initially started out positive when he shared it with an internal Microsoft audience some time ago. He then reworked it based on newly collected data about the game for GDC San Francisco earlier this year. And then he reworked it again for GDC Europe based on even more data. If you're sensing a trend here, you're right: game devs often don't know how well their business models are performing at any given time. As Perry says, "it's an ongoing conversation." There are a few other choice quotes as well, including the notion that PvP players are small in number but "very, very loud" in terms of influence as well as the supposition that you can launch incomplete games under the F2P business model and "sort it out on the fly." This last bit isn't always true, Perry says, "especially for a large, branded title."
Why Age of Empires Online failed
Since the beginning of this year, Age of Empires Online has shifted into stagnation and decline -- and done so intentionally. So why did Microsoft Studios decide to all but abandon the future of this game? In short, the title launched with far too little content, a bad business model, and couldn't crank out the goods fast enough to retain an audience. This resulted in a sharp drop-off from 100,000 players to 15,000 in a few months. Executive Producer Kevin Perry criticized the game's launch at GDC Europe, pointing at its skimpy features (including only two civilizations at launch) and bad public perception: "You don't get a soft launch for a branded title. Players come there for your brand. You only get word-of-mouth once. Whenever we got new players, they always came in with the overhead, 'but I heard this game sucks.' That hill was extremely difficult to climb." Even after tinkering with the game's cost, adding in more content, and figuring out ways to allow players to spend more money, the company ultimately realized that the players were mostly demanding new content which couldn't be generated to make a profit. "The content itself was too expensive to create," Perry admitted. "We did do a lot of things right, but they weren't enough to actually save the game."
