Game IAPs - Yay or Nay?

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by Dan Vlasic on 10 January 2015 · 2934 views

In-app purchase-based games, or freemium, seem to be today's preferred business model for the majority of AAA and indie developers for a reason. A freemium game broadens the potential audience several times as compared to the premium game, and a developer is earning more on a IAP-based games than on premium titles. Statistically, only about 10% of people who download a freemium game make in-app purchases, and those earn developers a lot more than the premium games. No wonder they like the model.

Therefore, the question is not whether the gamer in me likes or hates the particular business model, but rather what is a freemium game done right, and how one screws it beyond repair.

In other words – IAPs, definitely yes, but when not abused.

Impossible Draw

Pro – Try Them All!

The first argument pro IAPs is you can download freemium games and give them a try to see if you like them. There are many fine freemium games that, even though centered around IAPs, don't necessarily make gameplay unbearable without the real money. Yes, they have limited lives, mana, power, energy jolts, whatever, that put a limit on the amount of time you can play within a single gameplay session. I like it because it reminds you to have a life. You will not feel bugged about the limited energy if you are not a compulsive gamer, easily getting addicted to shiny covers.

Pro – Fair IAPs

The second argument pro IAPs is the common sense shown by developers when implementing the business model. In this case, the game is fully playable for free, while an optional IAP unlocks some nifty extra content that makes the gameplay a lot more enjoyable. Think Smash Hit and Hex 99 – both games are freemium, and the gameplay is awesome without IAPs while a single IAP unlocks saved checkpoints that let you progress a bit further each time you die. Without that IAP, however, you will play hard and long before you make it at least to the middle of the game.

Sometimes, these games make this extra content also unlockable in exchange for gameplay and the time you spend in the game. Take Impossible Draw, for example. It is gorgeous as it is, and features several unlockable extra themes and about a dozen soundtracks you can either buy right away, or play, accumulate in-game points and unlock them one by one. You can unlock an extra soundtrack by playing the game for about 15 minutes – is that such a drastic price to pay? If you don't have that time and want it now, IAPs will help you out.

Hex 99

Pro – Pay to Remove Ads

The third argument pro IAP is the ad-based games, where all the content is unlocked, and a single IAP removes ads. If you can't stand an ad or two within a single gameplay session, your stressed out nervous system is to blame, and you can spare yourself the pain and buy the ad-free version. If you have the inner peace to retain a samurai's poise and let the devs earn a buck or two for your watching an ad, everyone gets their way. The exceptions are, of course, ad-stuffed games that place the ads and banners all over the gaming screen real estate.

Galaxy on Fire: Alliances

Pro – Grind for Power

One of the most favorite genres for big developers preferring freemium business model are RPGs, CCGs, roguelikes, tower defense – well, anything that implies tons of content and levels, characters and a complex level-up system. This is where the Canadian devil lurks in, and makes game progress very tedious (Star Wars: Commander, Godus, Angry Birds: Transformers), or nearly fun for non-paying players. These games also tend to make PvP and Arena encounters unfair for paying and non-paying users, allowing paying players bully those who grind. Nonetheless, there are awesome games that make it possible to grind, do great in PvP and alliances without paying (Galaxy on Fire: Alliances). You will be sifting through a dozen to find the one, but it is possible.

Watch the full Episode here.

Con – Games Abusing “Addictive Personalities”

There is a a huge portion of games that have been clearly created for the sole purpose of placing a more or less mediocre content around IAPs. These come and go dozens a day, and the trouble is these developers are the big names with substantial marketing budgets. If it weren't for their marketing budgets, there'd be no million downloads, but a few thousand and mediocre ratings. Think Candy Crush Soda Saga, Lord of the Rings: Legends or The Hunger Games: Panem Rising. If you are a compulsive buyer, an addictive kind of personality, stay clear of those – simple as that.

Con – Awesome Free Games

Some developers make wonderful games and release them for free, which makes IAP abusing developers look pathetic. Such free games are difficult to find, but indie and AAA developers keep releasing them regularly. Check out Stories of Bethem (launched Dec. 2014), an amazing Zelda-like RPG, action dungeon crawler, with tons of levels, fierce combat and a fine sense of humor. Or, check LEGO BIONICLE (launched Jan. 2015) – you won't lose your head to it, but it is still a great-looking arcade time-killer for kids and kids at heart. Pixel Dungeon is free and open source, with a single IAP, which does not unlock anything – it is just a donation to support the developer.

Stories of Bethem

Con - Awesome Premium Games

Another Con against freemium is the existence of awesome premium games as such. They offer quality and a fair price, and sometimes, you just feel like paying once for a premium game without having to weed out the mediocre content that nags you for money every now and then. Yes, Doppler, Wayward Souls, Monument Valley, Out There and Sol Invictus are totally worth the purchase, and bring hours of fun and entertainment without ever bringing up the extra-cash question, and make for a great digital gift for the right gamer.

Neither a Pro, Nor a Con - Demos

Games that are not playable games but only demos of premium games you can only play if you buy a full version. The worst part is when the developers don't explicitly say so in the description. In my modest opinion, Google Play could do something to distinguish those different pay models – games with optional IAPs and free demos that unlock a full game via a single IAP. Silent Age is an example of such games - the first part is totally free, and so awesome you won't find peace until you buy the second, which is $5.

Silent Age

Here is my rule of thumb: look for a game with a heart. There are thousands, maybe hundreds of thousands talented indie developers who make games for the sake of games and fun. These are worth supporting, and often they release their games for free just to get rolling (Stories of Bethem, Bunny to the Moon, Duet - see the download links below).

Another rule of thumb for addictive personalities: if you have kids playing on your device, or you are a compulsive buyer with little self-control, don't do mobile shopping at all. The best way is to have a tablet specifically for gaming, without linking your payment info to that account. Cut the temptation in its root and enjoy what you can. That way, you won't have to go to court over your child spending a monthly family budget on donut packs in The Simpsons: Tapped Out, or "canadough."