Jagex, the maker of online-game Runescape, has opened up a touchy subject with its players: how to change microtransactions for the future.
The free-to-play game Runescape has been available as a free-to-play game since 2001, and now Cambridge, United Kingdom-based Jagex has issued a blog post to its fans to engage them in a discussion.
It’s kind of a scary discussion as the company depends on its players coming back. So far, players have spent $3 billion to date on Runescape, and the company has had 300 million registered users over the decades.
In a post dubbed “The Future of MTX: Our Approach & Your Involvement,” Jagex said, “It’s time we take action on our approach to Microtransactions in RuneScape. We have lots going on behind the scenes to ensure RuneScape has decades of community growth ahead of it. While there’s plenty we’re working on, part of this must be addressing our
approach to microtransactions in the game.”
Jagex added that it’s no secret that MTX in RuneScape currently represents a major part of how the company funds the game.
“But we can’t put our head in the sand and keep things going the way they are,” the post said. “When we listen to the community or even look at stats from our MTX Survey last year, the story is so clear – we have lost players to the way we approach microtransactions. This is not how we secure our next 25 years and more.”
The survey showed that 42% of responders feel microtransactions currently detract from their experience. Of those who buy microtransactions, 86% of them are unhappy with the mechanics of Treasure Hunter.
And 60% of ex-players felt that microtransactions detracted from their experience of the
game. Among ex-players, 63% said they would be more likely to return if Jagex addresses key concerns with XP-related microtransactions.
“So, we’re going to change it. We will materially change the way microtransactions work in
RuneScape and our ultimate ambition – and it is an ambition at this stage – is to entirely redesign the way we approach monetization in RuneScape,” the post said. “We are willing to take risks, to trust in you to help us, and get rid of the taint of our current approach. This is one of many huge opportunities for RuneScape to grow and we’re going to grab it with both hands.”
Jagex added, “This will be difficult, and it will take time. There’s a lot involved in getting this right and doing it responsibly while making sure we sustain the game. But with your involvement, we know we can get it right and secure an exciting long-term future for the game.”
The details and the mission
Jagex then disclosed some details and how players can get involved.
In a section entitled, “Our Mission,” Jagex said it must find better alternatives for how it offers additional purchases within RuneScape.
“To do this, we need a better understanding of the impact of potential changes through actions that can lead us to definitive decisions – and more importantly, definitive change.
In the next few weeks, we will begin to launch a series of in-game experiments to test our
thinking against some key criteria:
- The reception to these alternatives within the community
- Their expected contribution to the financial sustainability of the game.
in-game experiments
Rather than talking about what Jagex might do, Jagex wants to put it in practice by openly
evaluating stuff within the game. The company will do this through new experiments.
Experiments
Experiments are the firm’s way of getting tangible feedback and data on potential changes.
Through these experiments, the company can learn what choices the community makes in a real-world situation rather than designs on paper or through abstract questions in a survey.
“Whether you choose to participate or simply look at it through the lens of ‘how do I feel about this’, it’s a chance for everyone to have a voice. We’ll also be closely looking at data to see how these decisions influence player behavior too,” Jagex said.
These really are experiments, which means some of these may be clear winners and some
may have problems. This is about trying things, listening and learning.
Here’s what to expect from the experiment process:
Announcement: A blog detailing the experiment, it’s purpose and release timing
Deployment: Experiment goes live in-game for one to 14 days.
Community Feedback: We’ll absorb your feedback from across the community
while the experiment is live.
Removal: Experiment removed from game
Beginning in July, you can expect the following experiments to pop up over the next three
months:
Disabling Treasure Hunter: Jagex will turn off Treasure Hunter, instead offering
bundles of Stars and Knowledge Bombs for direct purchase (capped at one bundle per
day)
DXP Event With Only Bonus XP Available: Jagex will disable the use of Proteans, Dummies, Lamps and other skilling items available via MTX entirely in our Autumn
DXP.
Cosmetic Mega Drop: Jagex will offer a large selection of past cosmetic overrides —
including some previously only available via TH – for direct purchase all at once.
“We’ll also have one more bonus Experiment based on feedback over the years: Cosmetic
Free Worlds. While we don’t have an exact launch window for this yet, we expect to release no later than August and run them until the end of our Experiment window,” Jagex said. “This will help us gauge demand for a more grounded visual look and/or cosmetics free experiences.”
(Note: Should Jagex propose a final approach to MTX that excludes these items, the company will allow sufficient notice for players to use anything you have stored up. This experiment exclusively applies to the Autumn DXP at this time.
What comes next
These experiments mark a three-month road ahead of us. Over that time, Jagex expects to
gather enough insight to help it make big decisions on how it approaches MTX going
forward.
“Depending on what we learn, this may be all we need to know. If we feel there’s still things we need to test, we may need to try a few more Experiments in the following months,” Jagex said. “Either way, we’ll be communicating clearly and openly a little while after these experiments so you know exactly what to expect.”
Commitments to players
Jagex said, “We’ve had some false starts in our past when it comes to sharing an intention to remove or reduce other monetization, particularly with new offerings. In acknowledgement of that, we have some firm commitments you can hold us to. Our intent
with these commitments is to give you confidence that positively participating is leading us to something better.”
Jagex said:
1. We will communicate context on our decisions. We will communicate early and often, providing space for discussion and debate.
2. We will consider all types of players and communities throughout our decision
making. We will consider every kind of player, spender and community space in feedback for our experiment evaluations. We don’t expect to please everyone, but no one
perspective trumps all others.
3. We will use this opportunity to approach MTX in a way that is healthier for the game
We hear your concerns about the existing impact of MTX offerings. Addressing this is
a core part our design approach to any solution.>
Jagex also listed things it won’t do:
- We will not use this opportunity to be more aggressive in offering XP benefits
outside the core game loop. We may explore optional offerings that serve those who are shorter on time in future, but not in a way that discourages gameplay. - We will not make our final proposed changes without showing them to you first. We will clearly communicate what we intend to do, when and why prior to any changes being implemented to allow for final feedback.
- We will not go silent on MTX at the end of this process. The era of this being a taboo subject for us is over. We will continue to invite community feedback on how we approach MTX going forward.
While there is a lot going on with this, it’s important the company is really clear on what this means for the core game, Jagex said. That’s what matters most.
“Everything you’ve heard about today has zero impact to our content development or
roadmaps. Absolutely zero. The team that currently works on microtransactions are the
team working through this project and every experiment,” the company said. “No developers or resources have been moved to this project from existing content and it will stay that way. The Roadmap is protected and remains our top priority, always.”
Jagex said it needs support from players.
“This is just the beginning of a journey and a lot of conversation ahead of us. We know a subject like this won’t always be the easiest to talk about,” Jagex said. “You are one of the most knowledgeable and considerate communities you could ask for in gaming. This is something we can figure out openly in ways other games could never even consider,” the company said.
The firm added, “When stepping into the unknown, there’s always the chance some ideas might not work as is or feel right. Please do your best to provide us – and your fellow players – the space to approach this constructively. Clear, thoughtful critiques or validations will make all the difference to us truly learning from this and finding our path forward for the game.”
A Final Word
As Mod North (newly appointed Jagex CEO Jon Bellamy) talked about the importance of this project in his recent Q&A video, it only felt fitting Jagex leave the final words of this blog to him. Over to you, Mod North.
“Hi Scapers,
Earlier this year, I talked about the importance of shoring up the next 25 years of RuneScape. This isn’t just a nice fluffy statement – it’s a company-wide mission. RS3’s
success should be measured by the size, engagement and satisfaction of this community.
That change begins now.
We will rejuvenate RuneScape 3’s future by putting community growth at the heart of our
model for the game. Every player of this game deserves to feel the same ownership that
we’ve fostered so well in our OSRS community, and that will lead us to the thriving
community this game deserves.
We can only get there through a strong focus on integrity – from the way we monetize, to
how the game looks and addressing the challenges with the broader player experience.
Along with that needs to be a focus on delivering great Roadmaps packed with as much
Grade A content as we can possibly deliver.
Addressing MTX is a first, big step of many to come. It’s also our most challenging. MTX is
currently a big part of this game’s model and any serious overhaul of RS3 monetization will come at a cost – and that means some real risk. But we must be bold. Because frankly, not making changes in the interest in the integrity of RS3 also represents a real risk to the future of this beauty of a game too.
Today’s Experiments speak to how seriously we are taking this goal. Gone is the age of
speaking and debate on how we could do this – it’s now about action. We’ll move as quickly as we can to learn what we need to, and get us to those material changes we’re promising as soon as we can.
Bear with us as we test, learn and understand the implications of setting up this new era for the game. Later this year, I look forward to us running you through our vision for the future with what we’ve learned.
See you in Gielinor – now, and for many, many years to come”