Monetization (aka how to entice whales in an MMO to spend without antagonizing Western gamers)
There is no going back to 2004, of buying a one time box purchase or even a $15 monthly sub. The economics just doesn't support it for high production value, high operating cost live service games like MMOs. It isn't enough to just turn a profit. You need a comfortably large enough profit margin and cash reserve so that you can endure some bad times, otherwise (as commonly happened to dev teams in the 2000s and 2010s) it just takes a short while of being in the red and then you die.
According to Naoki Yoshida's biweekly column in Famitsu magazine and his book
Yoshida Uncensored, Square Enix conducted market research in which they found that the subscription model was a major deterrent to younger gamers to trying out MMOs. WoW and FF14 managed to get in and lock down an audience before high quality F2P games became plentiful and normalized, but are unable to capture the youth and replace older players who lose interest in the game and leave. A constant influx of newblood is the lifeblood of any franchise and especially MMOs.
Whatever MMO comes out is probably going to have to be F2P. Probably something like a gacha where most players are free or are low spenders who just buy the cheap high value monthly sub options, while the bulk of the revenue comes from a minority of really, actually well off people (as in they own multiple houses) who can afford to dump thousands of dollars every month. Like that guy who
spent $32,000 to max out Castorice in HSR or that other guy who
spent $16,000 to max out Acheron and then another $16,000 the next month to max out Boothill.
The tricky part is figuring out how to reward these leviathans without angering the rest of the MMO playerbase too much.
Gachas like Genshin and HSR are mainly played singleplayer and you can beat the story with the free characters you are given and little to no grinding. It is possible to encounter a turbo gimped player in multiplayer, but multiplayer is a novelty that most people do not engage with, and people tend to be thankful to get carried by the big spenders when doing the one off co-op events. There are weekly resetting endgame modes (singleplayer only, no help from other players) with escalating difficulty that incentivize spending money to vertically invest in your characters and teams, jacking up their stats and unlocking new talents. But a lot of people view the the endgame modes as an afterthought and do not care if they do not fully complete. PvP and leaderboards in gachas has also fallen out favor and the current big ones like Genshin do not have them so as to not make people feel like they are "losing" to the big spenders.
But for a globally successful MMO, you are likely going to be courting the Western market too. Historically, adding any system in which you can pay real money for direct power upgrades incites massive discontent and mockery from the West. Or at least, Millennial MMO players and older. (Zoomers and Alphas may be more receptive to this now in the age of Genshin). Any MMO derided as "pay 2 win" in the West always flops here (typically imported from Asia which were accepting of these elements).
So we have to find another outlet for well off people to want to dump a lot of money on. The current cosmetic cash shop models are flawed as past a few hundred dollars, you have wound up equipping the transmog items you want in every slot available and there is no point in buying more stuff unless something comes out that appeals to you more than whatever you have currently equipped in a slot. You can't wear multiple chestpieces or ride multiple mounts simultaneously. Paying for conveniences (aka selling solutions to a problem that you engineered into the base game experience like lack of inventory or build slots) likewise is usually short sighted as past about one hundred dollars, you will have bought enough inventory slots and you are set for the rest of the game's life.
The solution of the new Chinese MMO-lite Where Winds Meet is to just make it requires a lot more money to acquire a slot item by making everything either cost a lot more money than in current Western cash shops (ie $43 for a feather coat) or come from a limited gacha banner (like sword swing VFX or a mount). Where Winds Meet has a boat skin that can cost $40,000 to $70,000 to pull, and there have been players spotted with it. That paid for a dev's annual salary and you only need a few hundred of these whales for your studios' costs to be covered for the year. Star Citizen operates similarly, having crossed the one billion dollar thresh hold by selling $2,000 capital ships to people who don't care.
Another hypothetical idea is to make the MMO into a JRPG/gacha-lite, with you being able to gamble for NPC party members. Asia founded a multi-billion dollar industry on having people gamble hundreds to thousands of dollars for beloved characters. GW1 requires a 8 man, but you can either play with NPC party members or real people. FF14 wound up retrofitting every dungeon and even some of the raid boss fights to allow you to use NPC party members from the story. FF14 is a 500 hour long JRPG/visual novel and people are extremely invested in the characters. Mass Effect and Baldur's Gate 3 have also shown that people can become very invested in Western RPG characters too. So maybe a gacha for these party members might occur. Maybe this will be mixed with a NPC phasing system like in WoW where you are running around with High King Varian at your side, but you see another player on the same quest but the NPC at his side that you see on your screen is an Alliance soldier (but is Varian on that player's screen). But then you run into other game design issues such as when are these NPC party members supposed to be used (is everyone running around with a NPC party? Or does the party only appear in instances? Or is it like GW1 where every party is in its own instance? Etc).
Player identity as expansion selling points
A historic problem with MMO expansions is that they advertise new classes and races. However, this runs contradictory to the nature of MMOs, where you typically have a steep time investment on one character that becomes your "main", the one you are most invested in. As the game goes on longer, people get more and more invested in their main, so new expansion classes and races don't do as much for existing players as fewer and fewer people are likely to abandon their main and start over again as a new class or race. This is one of the reasons why GW2 stopped adding new classes and instead opted to begin adding Elite Specializations as the new key expansion selling point, new specs that people could enjoy on their preexisting characters without having to abandon it. FF14 likewise allows people to play all jobs on one character, so people get excited for new expansion job announcements and then switch to maining that new job on their character. So a new MMO should probably let you do this.
Allowing players to switch classes also plays less stress on class design, as a class no longer needs to cover multiple different roles. Ie Paladin doesn't need to be designed to cover DPS and tank AND healing AND Crowd control AND support and so on, which causes too many problems with the design of the class and how it dilutes the class pool. Instead you could just swap to a different class if something else is required. Classes can become more niche in design and coexist better.
Similarly, a key selling point for WoW's Shadowlands expansion was Covenants, which were like new specs and new factions bundled into one. (Basically you joined a faction that gave you access to their unique school of magick). Blizzard allowed you to join any Covenant with your preexisting character and allowed you to switch Covenants if you wanted to see all of the Covenant exclusive content (as opposed to the old MMO problem where you need to have roll multiple characters to see every faction and all of the unique questlines). So if your MMO has a faction system then you might want to let players do that too.
For races, I see no solution. I guess you could let players race change for free, but players are going to be less likely to do that than becoming the new expansion job. So you're just going to be stuck with the problem of new playable races seeing less and less adoption rate the longer the game goes on and thus being less worthwhile to produce. WoW has become loathe to add proper new races (as in new animations, not reskins of preexisting rigs) anymore, and FF14 director Naoki Yoshida has declared that it is too difficult to add more races and that they will no longer do so. So you probably want to really plan out which races you are going to add and get them out of the way before it stops being worthwhile to add them. If you are making a game for a global audience then you need to take into account tastes in different regions. Beastmen/monster races are popular in the West so be sure to have one. Half of the Japanese FF14 population is Lalafells so make sure to have a kawaii race. Asians love pretty beautiful people so you probably want to offer those in addition to your ugly "realistic" or roided out Western men. Etc. I don't know if India is going to become a substantial gamer demographic or if you want to target them, maybe assign a guy knowledge about their pop culture and ask on forums and find out if there is any archetype they want to see.
Narrow class design, many gameplay elements
In order to continuously release many new classes over the years as a selling point, the classes will need to be narrowly designed so as to minimize overlap. Also, in the aforementioned section on progression, it would be best if the MMO was designed so that you needed a party from almost immediately. Larger party sizes necessitate that each player be more specialized to meaningfully differentiate everyone from each other.
An example of how class roles could be broken down into:
- Deals damage (DPS, can be subdivided into DPS who hit a button to immediately deal damage, casters where their damage comes at the end of a cast that can be interrupted, and DoT dealers where once applied the damage automatically happens).
- Reduces incoming damage (tanks, shielders)
- Heals damage (can be further subdivided into HP healers and shielders)
- Does something to the party (Buffer)
- Does something to the enemy (can be subdivided into debuffers, DoTs, and crowd controllers)
- Does something the ground/environment (Geomancer turning earth into quicksand or raising earth walls to block incoming fireballs. A mage who creates a Reality Marble to transport the battle to another dimension with special rules. A tinker who lays down or conjures a fold out fort for players to jump into)
- Miscellaneous utility class (thief which can stealth and run fast to scout a dangerous mob filled area for safe passage or pull enemies to the party. Thief that can increase droprates or acquire better loot for the party to roll on. Thief that can lockpick open doors. Mage which can portal the party in a game where transportation takes a long time and/or is expensive. Geomancer that can freeze water allowing travel over a river to reach otherwise inaccessible locations. Etc).
Additional gameplay elements can be added to further differentiate classes from each other, even within the same role. Gachas usually add an element system for this reason. Two characters might both be tanks, but one might be earth and the other might be ice. This increases how many unique characters the devs can add before they start repeating (ie making two earth tanks). And then you can add more gameplay elements like energy regeneration, stagger/break bars, etc. One of the GW2 dev team's regrets was that they removed an energy system during beta, which in the long run meant that there were less dials to fiddle with and differentiate abilities and classes from each other. They added a break bar later on in the game's life, but you probably want to be planning your gameplay elements and knobs and dials from the get go, not trying to rebuild your plane in midair after you already leapt off the cliff.
You will need to design the game in such a way as to prevent zerg parties of everyone being a DPS and bursting down enemies extremely quickly. The typical solution is to make the mobs severely tanky and threatening. Ie, they are tanky so you may need a debuffer to shred their defense stat so your DPS aren't hitting a brick wall and dealing hardly any damage (depends on how you have your damage formulas set up). The mobs may hit so hard that you need a buffer and/or shielder to increase the team's HP so people don't get one shotted. Perhaps mobs often come in packs (or can summon adds) and a crowd controller is needed to delay at least one or two problem mobs to prevent the party from being decimated or overwhelmed. Perhaps this game has a lot of other objectives besides just killing mobs to win (ie hold this position for X amount of time), which makes defensive classes more valued. Etc.