Evolution of video game monetization: from Premium to Games as a Service

MonetizationLucien Portugal1

One thing that has been clear in the last decade or so is that the video game industry is just as inventive when it comes to imagining innovative games pushing the boundaries of the medium, as it is to find new ways of monetizing them and enticing players into spending ever more money.

As a matter of fact, we are entering a time where consumer spending habits are changing, and therefore, the standards for monetizing and making money in games are adapting to answer them. This is the first time in more than 20 years that the business model is experiencing such a shift.

Many of these new models borrow from Free-to-play (F2P) – specifically from mobile games – and are becoming more common and prominent on console and PC. We heard a lot about loot boxes at the end of last year, but currently a new form of monetization is taking over: “games as a service”.

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How is Ubisoft regaining trust from players?

MarketingLucien Portugal1

In the last two or three years, Ubisoft has considerably transformed and improved its company image and is slowly regaining trust from players. This likely comes following the end of 2014, where the company was making the headlines for having had one of its worst years in terms of PR and corporate image. Some critics even went so far as to placing them on the same level as Electronic Arts, which has been infamous for deceiving fans and creating public outrage throughout its existence, in addition to being voted “Worst company in America” several consecutive years in the past.

But when I look at Ubisoft today, it all feels like a long time ago. They seem committed to being better and are taking significant actions to regain their fans’ trust. So how are they doing it exactly?

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