Microtransactions are also part of single player games at Ubisoft. In order for players to buy as much as possible, however, it takes game time or “commitment”, which correlates with the amount of sales. To increase the playing time in Far Cry 6 provocative advertising emails should contribute.
In the past few days, Ubisoft has been sending out newsletter emails on behalf of the fictional villain from Far Cry 6. Under the subject “You disappoint me, [Name]”The dictator thanks the player for giving him” free rein “in the island state of Yara and is” amused to see you fail “. The last two elements of the mail vary from player to player; here the choice is apparently made from a pool of quotations.
A lot of games are already ruthlessly designed to maximize engagement, but now they email and hassle you if you dare to stop playing them. pic.twitter.com/TRIsV4jnZP
– Brendan Sinclair (@BrendanSinclair) October 26, 2021
Become a player, one of Kotaku reveals publish Ubisoft e-mail, including the prompt “I’m sure you can do more than that” and the number of hours you played, kills, and the amount of weapons unlocked. The e-mail closes with tips on the game, a picture of the dog and under the heading “Get good guys Treats “- a reference to challenges in Ubisoft’s Connect online service. What is new, in addition to the tone, is that active players have also received these emails.
Players are dogs
The conclusion, in particular, seems cynical when you consider how Ubisoft games work. Even single player titles like Far Cry 6 have one well-stocked in-game shop, Grind loops and a reward system designed to keep the player in the game for as long as possible. For the developers, it’s not primarily about fun, but about playing time. Entertainment is just a means to an end, but not the only one. Because only those who are in the game are exposed to direct and indirect advertising for the microtransactions, which can no longer be properly separated from the gameplay itself and which have long accounted for the majority of sales in the balance sheets. Basically, it can be said that for a publisher, players are nothing more than dogs on the hunt for the next reward, which can be conditioned as desired.
Ubisoft itself wrote in a statement Eurogamerthat the emails are a “fun and clever way” to “remind people to return to Yara”.
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