The Guild Counsel: Running a guild on a free-to-play server
If there's one trend that's dominated the MMO industry over the past year and a half, it's the notion of free-to-play. What was once taboo has now become mainstream, and while it's breathed new life into the genre, it drastically changes the ground rules for players and guilds.
Each week, we've taken a look at common issues in guild management, but what are the specific challenges that guild leaders face in free-to-play games? In this week's Guild Counsel, we'll examine some of the complexities of guild leadership in a free-to-play world.
Borging the herd
First off, free-to-play MMOs lower the barrier of entry, which means lots of new players who otherwise might not have given the game a try. As a result, guilds also benefit from having a much larger pool of candidates from which to recruit. You can fill your roster literally overnight if you wanted to, just based on the sheer volume of unguilded players roaming around the world. That means lots of hands to help with your guild's progression, whatever that may be. Whether it's by supplying materials, leveling the guild, or forming groups, more people can mean more progress toward your goals.
Of course, it can also mean more chaos and more drama as well. Because players can pop into a game with little to no investment, it also means a good number of them are probably not in it for the long haul. I'm not privy to the metrics, but I'd be willing to bet that the vast majority of free accounts in MMOs go dormant within the first month. Guilds can suffer from high turnover rates and fluctuating roster numbers. It's hard to focus on an in-game goal with so many coming and going from the guild, so it's even more important to carefully screen players for guild invites.
Bling in your guild
Another big issue is the cash shop, and it's something that leaders need to work into their guild philosophies. For older guilds in games that have transitioned to free-to-play, it can be a very sensitive topic because some players refuse to accept RMTs in their games and resent its introduction to their current game of choice. In essence, they feel (understandably so) that they signed up to play a game with certain ground rules, and all of a sudden those rules have gone right out the window. As a result, you might find yourself running a guild with a strict no-cash-shop policy, and that's a valid option if your members sign on to it. Assuming that you do allow cash shop purchases, one problem is that some members might feel left out if they can't afford something. If 25 people are zipping around at a guild event on their rainbow-colored flying scooters and one is left down on the ground to hoof it, that one player probably isn't going to have much fun. The traditional motto of "earn it to use it" doesn't apply as well because your in-game efforts don't provide you with the reward.
The cash shop can also lead to confusion during planned events. You might schedule a raid only to find out at the last minute that Johnny hasn't paid for that content pack or Susie can't reach the level needed to participate. Meanwhile, Bob and Alice are geared up to the teeth and ready to raid, but they can't talk in channel because their accounts are limited. And then Phil can't equip that uber sword of uberness he just won because his account restricts him from using purple items. It's not completely unmanageable, and chances are that even if you get this initially, it will tone down a lot as members either commit and upgrade their game accounts or get off the fence and move on. But it can be intrusive, and leaders should be upfront in clear on what content or unlockers a free-account player might need to purchase if he chooses to participate in your event. It's also something to consider when putting together your recruiting message. Advertising organized events for all can be a real selling point, but if you're a more serious guild, you probably want to make it clear what the expectations are for those who hope to participate.
Guilds were made for this
On the other hand, a free-to-play game with a cash shop is exactly the setting where guilds can shine the most. Guilds are at their best when they serve as an ambassador for the game. They can help teach new players, get them acclimated to the world, and encourage them to stick around for the long term. If gifting is allowed in your game, a guild can even help provide in-game means for players to earn cash shop rewards. I've seen many player-run events that offer starter kits and newbie prizes, so it would be a natural extension to see guilds gift helpful cash shop items as well. It's no surprise that many veteran gamers admit that their guild is what keeps them logging in, even after they've begun to lose interest in the game itself. Guilds enable us to see parts of the game that we'd completely miss out on as individuals, and the social ties that result make up the glue that keeps people interested in playing. While EVE isn't necessarily free-to-play, the long-running EVE University always comes to mind because its primary focus isn't to grind, compete, and gain rewards -- it's to teach the basics and provide a welcoming community for new players.
Running a free-to-play guild is not that different from running a guild on a subscription-based server, but there are some things to be mindful of, such as the role of cash shops and the great mysterious mass of free players. If you can work both of those into your recruiting policy and your guild philosophy, you'll be able to start off on the right foot and hopefully avoid a lot of drama. And if you're interested in more insight into free-to-play guilds, be sure to check out this Saturday's Tattered Notebook, where several guild leaders on EverQuest II's Extended server share their stories of guild management.
Do you have a guild problem that you just can't seem to resolve? Have a guild issue that you'd like to discuss? Every week, Karen Bryan takes on reader questions about guild management right here in The Guild Counsel column. She'll offer advice, give practical tips, and even provide a shoulder to lean on for those who are taking up the challenging task of running a guild.
