At Digital Extremes (DE), they focus on the Free2Play model and microtransactions in Warframe (PC, PS4, Xbox). The developers believe this model can offer the experience of a AAA title when respecting players and their wishes.
Warframe is currently considered one of the exemplary games regarding a fair Free2Play model. The online shooter has no paywalls to unlock important content. There are even purchase barriers if players have too low a level for certain items.
It is possible to trade the premium currency Platinum in the marketplace. Those who manage to do this smartly and collect special resources or items can earn Platinum from other players. Only cosmetic items need to be purchased with real money.
But it hasn’t always been this way.
Digital Extremes wanted to follow in the footsteps of other Free2Play giants
Warframe was released in 2013 – a time when the Free2Play model was still unusual for large publishers in the West. The “Games as a Service” approach was slowly making waves and bringing decent sales numbers to games like Destiny, GTA Online, or Overwatch.
In contrast to these games, DE decided at the time to take the Free2Play path with Warframe. They thought they had a good idea of what expectations would be placed here.
They oriented themselves based on existing titles like League of Legends or World of Tanks. The developers looked at the intervals in which updates were made and how monetization worked for the players.
DE wanted to learn how to keep a Free2Play title alive through microtransactions.
Warframe faced a paywall – Players hated it, and DE reacted
Through studies of other Free2Play titles, Digital Extremes felt ready to conquer the market with Warframe – but the first shot backfired significantly.
In the closed beta, Warframe had a paywall once players reached the level cap. The online shooter was free up to a certain point; afterwards, players were asked to pay.
At that time, a small community had already formed around Warframe, and they hated the paywall! Many felt that the online shooter would be much better without harsh pay barriers. At this point, Warframe received rather mediocre to poor reviews, and the online shooter was on the verge of collapse.
Digital Extremes now had to make a decision: Would they listen to the community and remove the paywall or continue with the existing system? Ultimately, DE decided to respect the wishes of its players, removed the paywall, and released a new version of the game.
The players were pleased that their feedback was taken seriously and Warframe was subsequently adjusted.
“Players must have a choice and a voice”
In an interview with Gamesindustry, DE’s Vice President Meridith Braun spoke about her attitude toward microtransactions in Free2Play games. Braun believes that players must be given a choice and a voice. This made a difference for Digital Extremes at the time and changed the studio’s philosophy.
According to the Vice President, monetization must be integrated into the DNA of game design, whether it is a free game or a full-priced title with microtransactions.
Meredith Braun: “We have tirelessly worked for the last five years to present our players with a fair business model […], that puts the players at the forefront of every decision.”
Braun assumes that removing the paywall from Warframe strengthened the relationship between the studio and the players.
New expansions to keep Warframe “fresh”
The developers place value on continuously developing the online shooter and earning players’ respect.
In October 2017, this strategy seemingly paid off for Digital Extremes. With the expansion “Plains of Eidolon”, Warframe reached record numbers on Steam. Updates like the sudden introduction of the open-world map in the Plains of Eidolon are said to bring surprises and keep Warframe “fresh” according to Braun.
Warframe is planning more open-world maps, even though these have been viewed critically by players.
