Why Play For Fun When You Can Play to Contribute?
In an open letter released on January 1st 2022, Square Enix president Yosuke Matsuda, presented a roadmap of the company’s intentions for 2022 and beyond. What made this communication so unusual was not so much the commitment to both NFTs (Non-Fungible Tokens) and blockchain which are the current industry wide flavour of the month, but the language employed to describe the established gaming status quo, its business model as well as player motivation. It also was a timely reminder that multi billion dollar corporations ultimately have no interest in anything that they cannot generate revenue from. And again we return to a recurring problem associated with video games culture. Many gamers still do not see themselves as consumers and still erroneously think that developers and publishers are their friends and they have a different kind of relationship with them. Hopefully this letter will help lift the scales from such peoples eyes.
Now it is pertinent to consider that this is a corporate press release and that it was more than likely originally drafted and completed in Japanese. Reading through the English version it is at times a little difficult to parse and fully construe the exact sentiment being expressed. Corporate speak is very similar to political oratory and both are at times intentionally ambiguous and lend themselves to being recanted or “reinterpreted”. That being said, there is sufficient information to be able to determine the overall sentiment of the message. The quote below is especially relevant as it shows quite clearly how Square Enix perceives their customer base and what their mindset is towards them. There is a separate debate to be had about the failings of NFTs and blockchain (and I would recommend that you read Wilhelm Arcturus’ post on this for further insight) but I wish to focus more on the semantics of this statement and what that shows us about the video game industry’s philosophy.
“I realize that some people who “play to have fun” and who currently form the majority of players have voiced their reservations toward these new trends, and understandably so. However, I believe that there will be a certain number of people whose motivation is to “play to contribute,” by which I mean to help make the game more exciting. Traditional gaming has offered no explicit incentive to this latter group of people, who were motivated strictly by such inconsistent personal feelings as goodwill and volunteer spirit. This fact is not unrelated to the limitations of existing UGC (user-generated content). UGC has been brought into being solely because of individuals’ desire for self-expression and not because any explicit incentive existed to reward them for their creative efforts. I see this as one reason that there haven’t been as many major game-changing content that were user-generated as one would expect.”
When Matsuda talks about how some people play games to have “fun” there is a palpable sense of bemusement and possibly even contempt. It’s a very odd position to adopt as it is the foundation upon which the video games industry was built. Like any other business, there is an exchange of goods or services for money. In this case it is a piece of recreational software, designed to elicit amusement, mirth and enjoyment. At present Japanese gamers spend $20 billion a year in the pursuit of fun so it seems a little odd to be averse to it. But video game monetisation trends in recent years clearly show that big business per se is done with one off payments. Free to play, microtransactions, loot boxes, season passes and other live services have spearheaded a drive towards recurring monetisation. Hence, Matsuda now wants more players who “play to contribute”.
Video games have a long history of players contributing both to the games themselves and the communities that grow around them. Player created mods add value, fix long term problems and prolong a games lifespan. Guilds and social groups organise events, as well as play through content that some players would not attempt otherwise. Blogs, live streams and podcasts curate important data associated with games, build and sustain communities and often provide free public relations for the video game industry. Yet according to Matsuda “goodwill” and “volunteer spirit” are inconsistent personal feelings and are therefore unreliable. Clearly the human desire to share, help and support others out of a sense of common good is utterly alien to him. He clearly thinks that socially inclined players need a formal framework to work within. If their “goodwill” and “volunteer spirit” is monetised then it will be more dependable. Let us take a moment to reflect on the utterly bleak mindset that harbours such thoughts.
At first glance it seems illogical to eschew an existing business model that has proven lucrative, to focus on something new and untested. Such a sea change is not necessarily going to happen overnight. Gamers have already rebuffed Ubisoft’s ongoing Ubisoft Quartz project to introduce NFTs to Tom Clancy’s Ghost Recon: Breakpoint. However, I would advise extreme caution in so readily dismissing such rapid change. Again I say take a look at the video games monetisation over the last decade. What is beyond the pale to a 50 something gamer is now just the way it is for a 20 year old. Also, consider the iniquities of the triple A video games industry that were frontpage news in 2021. Despite a very vocal public outcry, has it really harmed the bottom line? For every gamer who is aghast, there are two others that either don’t know or don’t give a shit. The industry knows this. Remember what former President Trump said. “I could stand in the middle of Fifth Avenue and shoot somebody and I wouldn’t lose voters”. The same thing applies here.
So here we are again at a crossroads. Or if not at a crossroads, at least a very clear indication of the direction that the video games industry wants to take. Turning a popular triple A game into a virtual online sweatshop is not going to be an easy task and I’m sure at some point governments and law makers will get involved. But considering how big business usually gets its way, I don’t see “play to contribute” being wished away anytime soon. If the dystopian dream of working in your leisure time and chasing some get rich scheme does arrive, I shall not participate. But others will and it could become the new normal. Our children and grandchildren may well come of age in a world where they chase a buck in absolutely every aspect of your life, be it work or play. A world with superficial modern trapping but essentially based upon Mediaeval Feudalism.
NB. When I initially read Yosuke Matsuda’s press release, I found his baffled tone in respect to human compassion, empathy and decency very reminiscent of the following Monty Python sketch. Here it is for your amusement and edification. Who said that the decline of human civilization had to be dour. We can at least laugh while it happens.
