F2P Dirty Secrets
One thing that does the F2P industry no favours is the bracketing of its paying players using the casino terminology of Minnows, Dolphins and Whales - effectively admitting, or at least implying, that the players are punters and that these are not games of skill and chance but nothing more than elaborately designed roulette wheels. So my first plea would be to drop this terminology from our vocabulary.
Secondly, as the OFT points out, many of these games are not, in fact - free. Many contain gates and levels that are effectively impassable without spending money. So it's an outright lie to describe a game as "free". Sounds dodgy, doesn't it?
Worst of all, and in my view, the most dangerous and likely to get the industry into big trouble with regulators, is the use of game mechanics to encourage so-called whales to spend vast amounts of money in game. The cuddly term whale makes us think of the Texan Oil Baron, but the reality is more likely to be a player who may have become addicted to the game and is spending more than they want, made easier by the inclusion of indefensible items like £69.99 coin packs. [see here] [see here] [see here]
I don't often hear people saying they felt the got "value" from paying money in Candy Crush the common refrain is "yeah it forced me into it", "can't believe I wasted a fiver" etc etc. These are straws in the wind.
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If things continue as they are, I fear the many F2P sharks will poison the waters for everyone else, leading to one almighty backlash and much tougher regulation (deservedly so). F2P games will find themselves regulated up to the hilt and be categorized in the same bracket as bingo and poker games.
Which is why the industry must not turn a blind eye to the public's concern, and embrace and implement the guidance contained in the the OFT report. If not, the perception will become that, no matter how carefully curated, the app store is nothing more than a ghetto for games that provide cheap thrills while emptying the wallet.
http://www.gamasutra.com/blogs/IainHunter/20131011/202168/F2P__Whales_Addicts_and_Dirty_Secrets.php