EA Still “Has A Ways To Go In Fully Understanding Gamers’ Appetites For Microtransactions”; PC MT Revenue Doubled Since 2012
The way EA and DICE have handled microtransactions for Star Wars Battlefront II has been pretty disastrous, but it seems like the market isn't particularly against this practice, according to a recent report.
In a fresh report from SuperData, it's been confirmed that microtransactions revenue for PC free to play games has doubled since 2012, from $11 billion to $22 billion. Growth is also expected for the next years, with a $3 billion growth by 2022.
SuperData also took a good look at how EA and DICE approached the whole controversy in Star Wars Battlefront II, with the firm noting how the publisher still has a ways to go in fully understanding gamers' appetites for microtransactions.
Walking a fine line between increasing content offerings and engagement (and of course revenue) and alienating gamers, the ongoing experiment of microtransactions has had successes and failures. Although gamers are quick to complain that publishers are excessively monetizing additional content for games, players continue to support service-based monetization with their wallets.
But EA has a ways to go in fully understanding gamers’ appetites for microtransactions in different games. Activision’s Call of Duty franchise has consistently over-performed EA’s Battlefield in microtransactions by relying on character customization and weapons. However, EA have by no means been the first to get burned by what appears to consumers as money-grubbing techniques. Players of Assassin’s Creed Unity pushed back against what they saw as Ubisoft’s high-priced microtransaction shortcuts: they ultimately earned only 7% of the game’s additional content revenue.