In the world of MMOs I often hear about people buying things “to support the game”. It might be a Collector’s Edition of an expansion, it might be cosmetic or fun items, or it might even be a subscription.
What I find interesting about Buy-to-Support (B2S) is that it’s very seldom that I hear such sentiments about any other kind of product. I’ve seen The Guardian newspaper asking people to subscribe in order to support it, but I’ve yet to hear people ever discussing how they pay a sub to newspapers or magazines for that reason. Seldom doesn’t mean never though, and there are other examples where B2S comes up, though not with anything like the frequency I hear about it around MMOs.
Personally I think like this with bookshops. I enjoy visiting them, and browsing in them, and like the fact that they exist. I also know that their continuing existence
is not something I can take for granted. So while I know I can generally get books cheaper on Amazon and the like, and for that matter would often be fine with a much cheaper Kindle Edition anyway, I do from time to time buy a physical book in a physical bookshop.
But I am honest enough with myself that I know that my “noble” B2S purchase is not quite as selfless and well-thought out as I tell myself. Imagine a Gollum/Smeagol creature, with one part going: “We wants it! We wants it! We wants it now!” and the other chiming in with, “We could get it much cheaper on Amazon… but we can support this nice bookshop, yesss.”
I assume it’s not a revelation to anyone nowadays that out behavior is generally not as rational as we’d like to think, and the reasons we give for our actions are oftentimes just rationalizations of our fairly primitive urges.
Marketers know this too, better than us poor saps that don’t have to think about these things for a living. Walk down the aisles of a mainstream supermarket, and take a look at how the own-brand “basic” products are packaged. Most of the time everything about them is designed to make you feel “This is the poor man’s version.” It’s actually designed to put most people off from buying it.
No one wants to feel cheap, and no one wants to appear cheap or poor to others. Plenty of people go for the “middle option” in their purchases just on that basis, and sometimes the most expensive option is created mainly for the purpose of making the middle option look attractive by comparison.
Conversely plenty of people want to feel special, or to buy stuff that is some kind of a status symbol and impresses others.
All in all, I suspect that when people say they’re buying something to support a game, that is only a small part of what drove their decision.
How best to support?
If you do really want to support a game, what is the best way to go about it? Voting with your money certainly seems like a good idea in principle. Fredelas had a nice take on this, possibly meant humorously…
Any way in which you give money to a company is of course likely to help keep that company going. However where the money really ends up and what difference it makes can be rather hard to tell. If the company was in no danger of folding, the extra money may simply end up as more profits for its owners.
Perhaps it would be good to think about exactly what signal you want to send to the company. Whatever you buy is among other things a message to the company: “More like this please.” So buying store currency and spending it on precisely the things you most care about seems like a good idea.
If you have cash enough to spare, it might be most effective to buy codes and give them away, ideally to those who couldn’t afford to buy for themselves.
I don’t think our inner Gollums would be thrilled with this though!
“We wants shinies, and we wants them now!!! Gollum, gollum.”