More F2P in Need For Speed World.

SEPT. 9, 2010 • Since its launch on July 27 Need For Speed World attracted 1 million registered players. The racing MMO was initially free-to-play up to level 10, at which point advancement in the game ceased until the $20 Starter Pack was purchased. But following the announcement, Electronic Arts opened up all levels to free play, and will monetize the title using virtual items to made available later.

Impact: Registered users does not equate to playing users and especially not to paying users, so 1 million registrations sounds more impressive than it really is.  One issue was that Need for Speed World was not a true F2P game like the ones from companies like Nexon.  EA was requiring people to buy the $20 Starter Pack to advance, thus making it more like a traditional demo.  Now Need for Speed World is going to a true F2P model where the entire game play is truly free, but there are strong incentives for consumers to upgrade to buying virtual items and optional upgrades.  As DFC, noted in its report The Market for English-Language Client Based Free-to-Play PC Games, this market is expected to grow from only about $250 million in 2009 to $2 billion by 2014.  Furthermore, we believe that strong established brands like Need for Speed will be a major driver of market growth.