Respawn talks about players concerns regarding cosmetic pricing in Apex Legends


Respawn Entertainments head of monetization recently took part in a Reddit Ask Me Anything thread and talked about and answered players concerns regarding the pricing of some cosmetics in the free-to-play game, Apex Legends. One point of contention is the pricing of a single legendary skin in Apex Legends. While these skins do not offer players any advantage, they generally cost 1,800 Apex Coins, which is around $18. Here’s what he said:

  • Respawn is gameplay first – Because of that, the first goal we tried to adhere to is that gameplay isn’t locked in anyway around monetization and that it doesn’t feel pay-to-win. That’s why Legends are grindable and Legend Tokens are generally easier to get to unlock Legends (yes, we know that has led to other challenges we have to fix…math is harder than people think and when your assumptions are wrong, it’s hard to adjust). With that goal accomplished and the game not feeling pay-to-win, the other half of the equation we have to think about is how to keep the business healthy so we can keep making more Apex!
  • Content creation costs – As much as people think we can turn cosmetics out easily because our competition outputs content at a high rate, our team is much smaller and spends more time on our skins. The part of the equation people miss is the expense side of the people we have working on these things and the fact that we can’t work 24/7. It’s more expensive than people think in terms of number of people and hours because people don’t factor in tons of back and forth on concept, QA, ideation, creation, etc.
  • Pricing – As mentioned, we think about this constantly and it’s tough because we want Apex to be around for a loooooong time. Us being able to continue to make the game depends on operating a healthy business. We’re hoping players understand this is something we’re working hard to balance, but when you consider the full picture, it’s a tough challenge. There’s a lot players want from the Apex Universe, there’s a lot we want to give, but we can’t do that unless we’re a healthy business at the end of the day. New Game Modes, Maps, Features all come at a cost we’re trying to support.
  • Rewards – Knowing not everyone can pay these prices, that’s why the Prize track system was created so that we can give away pretty high value rewards for just playing and that’s why we have a free track in the Battle Pass as well.Respawn is gameplay first – Because of that, the first goal we tried to adhere to is that gameplay isn’t locked in anyway around monetization and that it doesn’t feel pay-to-win. That’s why Legends are grindable and Legend Tokens are generally easier to get to unlock Legends (yes, we know that has led to other challenges we have to fix…math is harder than people think and when your assumptions are wrong, it’s hard to adjust). With that goal accomplished and the game not feeling pay-to-win, the other half of the equation we have to think about is how to keep the business healthy so we can keep making more Apex!
  • Content creation costs – As much as people think we can turn cosmetics out easily because our competition outputs content at a high rate, our team is much smaller and spends more time on our skins. The part of the equation people miss is the expense side of the people we have working on these things and the fact that we can’t work 24/7. It’s more expensive than people think in terms of number of people and hours because people don’t factor in tons of back and forth on concept, QA, ideation, creation, etc.
  • Pricing – As mentioned, we think about this constantly and it’s tough because we want Apex to be around for a loooooong time. Us being able to continue to make the game depends on operating a healthy business. We’re hoping players understand this is something we’re working hard to balance, but when you consider the full picture, it’s a tough challenge. There’s a lot players want from the Apex Universe, there’s a lot we want to give, but we can’t do that unless we’re a healthy business at the end of the day. New Game Modes, Maps, Features all come at a cost we’re trying to support.
  • Rewards – Knowing not everyone can pay these prices, that’s why the Prize track system was created so that we can give away pretty high value rewards for just playing and that’s why we have a free track in the Battle Pass as well.

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