KATI ALHA The Rise of Free-to-Play How the revenue model changed games and playing Tampere University Dissertations 345 Tampere University Dissertations 345 KATI ALHA The Rise of Free-to-Play How the revenue model changed games and playing ACADEMIC DISSERTATION To be presented, with the permission of the Faculty of Information Technology and Communication Sciences of Tampere University, for public discussion in auditorium B1096 of Pinni B, Kanslerinrinne 1, Tampere, on 11 December 2020, at 4:00 p.m. ACADEMIC DISSERTATION Tampere University, Faculty of Information Technology and Communication Sciences Finland Responsible Professor Frans Mäyrä supervisor Tampere University and Custos Finland Pre-examiners Professor Christopher A. Paul Asst. Professor David B. Nieborg Seattle University University of Toronto United States Canada Opponent Asst. Professor Kelly Boudreau Harrisburg University of Science and Technology United States The originality of this thesis has been checked using the Turnitin OriginalityCheck service. Copyright ©2020 author Cover design: Roihu Inc. ISBN 978-952-03-1773-7 (print) ISBN 978-952-03-1774-4 (pdf) ISSN 2489-9860 (print) ISSN 2490-0028 (pdf) http://urn.fi/URN:ISBN:978-952-03-1774-4 PunaMusta Oy – Yliopistopaino Vantaa 2020 ACKNOWLEDGEMENTS The name on the cover of this dissertation implies that this is solely my work. That, of course, is not the case. On a very concrete level, most of the studies I base my dissertation on are co-authored, and this is descriptive of the cooperative research I have had the pleasure of participating in during my career as a researcher. But the presence of colleagues, friends, and family in this work is much more pervasive than that. Without these people and support structures, I would not have been able to finish this undertaking, the results would have been significantly weaker, and the road significantly lonelier to walk. First, I thank my supervisor and the head of our research group, Frans Mäyrä. Frans has given me valuable feedback and comments that have helped me improve my work and take it further. But even more valuable has been his encouragement and acknowledgement of the value in my work that has continued to motivate me during this process. I have received advice and help in many forms from several people during this journey. I especially thank Jaakko Stenros, who at a critical point read the whole manuscript and gave invaluable feedback, suggestions, and encouragement, and whose comments made my work stronger. I am deeply grateful for getting experts of the field Christopher Paul and David Nieborg as my pre-examiners, who gave thoughtful, encouraging, and highly valued feedback. This has also improved my work and given me a new perspective for my future research. I further offer my gratitude to Kelly Boudreau, who agreed to act as my esteemed opponent. I have been lucky to have had several peers who were going through their own dissertation processes simultaneously with me, and the support of those people has been essential. Olli Sotamaa put together the peer support group and motivated us to work together, and for that, I offer my thanks. Everyone in the group deserves my gratitude, but I would especially like to mention Jani Kinnunen and Janne Paavilainen with whom we teamed up with our related research topics, Niklas Nylund and Heikki Tyni with whom we struggled with various practical issues in the final stretch of the process, and Usva Friman who joined many of the discussions and gave continuous support and constructive comments. iii Another support group has been the write club that Tom Apperley put together in the Game Research Lab. This has made writing easier, more efficient, and less lonely. Notably, I am glad we could continue with online write club once the corona pandemic forced us to physically isolate from each other. Thank you for everyone for participating and helping in slicing the tomatoes. My colleagues, present and past, at the Game Research Lab have helped in various ways and provided a community and an academic home. In addition to those already mentioned above, I would like to name a few people here. Annakaisa Kultima: It is hard to overestimate your impact. I have learned so much from you, both workwise and as a person. Jonna Koivisto: Your compassion is overflowing. I am grateful for our discussions and support. Elina Koskinen: You are always ready to step up and help, and I have enjoyed all of our lunches, coffee breaks, and chats. Mila Bujić and Elisa Wiik: Thank you for all the hugs and making me feel appreciated. J. Tuomas Harviainen: You keep believing in others and acknowledging their achievements. Timo Nummenmaa, Juho Hamari, Ville Kankainen, Dale Leorke, Sabine Harrer, Mikko Meriläinen, Riikka Aurava, and all the people who have passed through the Game Research Lab during these years: I am glad you were there, and you all have taught me something. I have been lucky to receive funding for my dissertation process. Part of my work was done in research projects partially funded by Tekes, the Finnish Funding Agency for Technology and Innovation. This allowed me to use my time on starting my doctoral studies and writing the publications connected to them. A lot of the research in this dissertation is especially connected to the Free2Play project, which allowed me to collect data and provided the co-authoring of my first articles on the topic. This project brought me my most frequent co-authors and dear research partners connected to my topic: Janne, Elina, Jani, and Juho. During 2015-2019, I received funding from the Faculty of Communication Sciences to concentrate on my doctoral studies. This funding was essential for the doctoral process, and I am grateful for it. The finalization of this dissertation was possible thanks to the Centre of Excellence in Game Culture Studies, funded by the Academy of Finland. Likewise, I am grateful for the support structures and people in the faculty administration and in the Tampere University Library. Lastly, I offer my sincere thanks to two close supporters in my life. First, my very first supporter – my mom, without whom I do not think it would have been possible for me to pursue my university studies and career. Second, Juliana, my partner. Her love and affection have given me strength, especially in the last consuming stretches iv of this journey. In addition to supporting me and believing in the work that I do, she has constantly made me remember the importance of rest – and play. Thank you. v vi ABSTRACT Free-to-play games have permanently transformed the game industry. Offering a game for free and gaining income through voluntary purchases during gameplay have proven to be the most successful way to gain revenue. Due to the model, more people than ever before play games, and the economic significance of games as business has multiplied. Simultaneously, the model has received a backlash for offering inferior, imbalanced game experiences that take advantage of players, manipulating them into playing and paying. Despite the criticism and changes in game experiences, the research on free-to- play games is still heavily focused on economic aspects, with the goal to maximize revenue and find the best practices by which to implement the model. The voices of players are measured mostly through log data or quantitative surveys, while exploratory, qualitative research has been in the minority. The significance of free- to-play games and their connection to our game culture and society are still lacking critical inspection. This dissertation takes up the challenge by studying free-to-play games from various perspectives through multiple methods, concentrating on qualitative approaches. The work shows the broad view of how and why free-to-play games have become so successful, how they have transformed games, and what problematic aspects are connected to them. The main claims of this dissertation are connected to: 1) the undervaluation of free-to-play games; 2) the unique challenges between money and gameplay experience; 3) the different framings of fairness and equality; 4) the need for transparency and legislation; and 5) the transformative power of free-to-play games on the consumption and creation of games. The results show that while free-to-play games are played extensively, they are less valued than other games. This is especially true with mobile or casual free-to- play games and is descriptive of how we appraise and evaluate games. The lack of appreciation is connected to the nature of many free-to-play games, which are often never-ending and slow-paced, and offer challenges that differ from other games. The experiences that these games offer are different from the traditional, meritocratic values we have come to expect from games, and especially allowing advancement with money is in direct conflict with these values. The devaluation is shown in how vii the games are discussed, how they are reviewed (or not reviewed at all) by game journalists, and how they are studied. The players who engage with these games can also be excluded from gaming communities and gaming identities. At the same time, the challenges of the revenue model have resulted in new, creative solutions that bring diversity into game experiences and offer flexible playing for wider audiences. The ethical issues connected to free-to-play games do need to be taken seriously. Problems connected to a lack of transparency, problematic playing, a resemblance to gambling, marketing to under-aged players, and privacy issues raise valid concerns. While free-to-play companies need to be especially mindful in giving players enough information and to implement tools to prevent accidental purchases and problematic playing, the industry also needs regulation that comes from outside itself.