Based on 63 votes, with each person able to spend up to $25 on an Elite Pass+, there’s $1575 up for grabs. Here’s how the actual spending is going:
$900 - This is how much money 57% of voters (36 players) said they wouldn’t be spending. That is, each of them could spend up to that amount, but they voted that they won’t buy this campaign’s pass (22%), they’ll never buy a campaign pass (32%), they would if the cost was lower (2%), or they would if the rewards were better (1%). So 36 players are doing a F2P on the campaign pass.
$330 - This is the $15 that 22 players aren’t going to be spending. These players either bought the $10 pass (24%) or will buy the $10 pass (11%), but they aren’t going to spend the extra $15 for the Elite Pass+.
$150 - This is actual revenue from the 24% of players who have actually bought a $10 pass. This is money already spent.
$125 - This is actual revenue from the 8% of players who have actually bought a $25 pass. Because you can only select one answer in the poll, anyone who selected this isn’t included in the above $150. That means the 8% who voted here, 5 players, spent $50 (collectively) on the $10 pass and then another $75 to “upgrade” to the $25 pass. This is an important distinction because these players represent the opposite of the ones who bought the $10 pass (or plan to) but won’t spend the extra $15. As you can see, the 5 players who spent $15 extra is absolutely dwarfed by the 22 players who wouldn’t spend the $15 extra.
$70 - This is planned revenue for the $10 passes. It hasn’t come in yet, but presumably it can be counted on to come in (obviously before the campaign ends).
$0 - Rofl… this is the planned revenue for the $25 passes. Unlike the $10 pass, no one voted that they are waiting to spend $25 on the Elite Pass+. I suppose this makes sense, because players who are willing to spend $25 knew they were going to and did it right from the start. We can think of these players as just more dedicated in their spending habits. They’re probably often referred to as the whales of the game, so it makes sense that the “whales” of the game aren’t waiting around to spend money – they’ve already spent it.
This should be absolutely frightening to developers. You’re selling a Campaign Pass, something that is supposed to bring in revenue over the course of a 10 week run. Look at how much money you AREN’T earning. Now maybe ask yourself why?
It’s very easy for online game developers to not think about inventory space, because they think it’s “unlimited.” But if this was Wal-Mart or any other brick store, this wouldn’t fly. Space is limited. But it still matters online, because the game SCREEN has limited space, and you are using it to advertise something that the vast majority of players are ignoring.
Here’s an analogy, and maybe the devs, if they care about the game, can pass it along to the marketing team, who obviously don’t know how to do their jobs:
If this was a physical store, then we have a product that is our main feature. This is something that is only sold once over a course of 10 weeks. If you don’t get it, it’s gone. 63 consumers have walked into the store and looked at this product. It’s front and center. Of those 63 consumers, 57% of them, 36 people, have said “Nope. I see what you’re selling me, but I’m not buying it.”
Only 5 consumers say “I will buy the full product, the whole thing, for the full price!”
Only 15 consumers say “I’m going to buy part of the product, the cheaper part, because spending more doesn’t get me more than I’m spending.”
Then there are 7 consumers who look at the product and say “Uh… I’ll wait to spend the minimum amount. I don’t want to spend it yet, but I will.”
There are no consumers who look at the product and say “I’m definitely going to buy the full product later on!”
That’s really bad. A product like that would never survive in a store, because you’re wasting space trying to sell $15 more that almost nobody buys, and it takes up as much room as the $10 product that only brings in 15% of the total revenue you could make.
