Why online games must offer a generous 0$ option

The on-line version of EA's Need for Speed is now free. Of course, not everything in it is free of charge. Better options, e.g. faster cars and others goodies can be purchased for real buck.

Another popular on-line game, Lord of the Rings, is now free, too. Same story here: it is not completely free; better options and items must be purchased.

What is behind this new trend? There has been a problem with selling services for more than a decade now. People have got used to getting stuff for free and are very reluctant when it comes to buying anything they can't actually grab with their very hands. Services, software, music–these are products suffering because of the "for-free" mentality that has been steady gaining popularity, and there are no signs that this trend will turn around any time soon.

Providers of online services have realized that people just won't pay even one cent for anything as long as they don't feel that they desperately need it. Until then, stuff in question has to be free of charge.

Interestingly, giving things away for free at the beginning and then mercilessly charging high prices later is a strategy of drug dealers. You may have your first heroine shot or cocaine blow for free. However, as soon as you get addicted, your last shirt belongs to the dealer.

Online gaming has highly addictive potential that their vendors are very well aware of. These days, you can use fMRI brain scanners to exactly asses the point at which an average player starts feeling that irresistible urge to come back for more. It is actually possible to MEASURE the amount of stuff you have to give away for free to reach the "buying" level. I am pretty sure that EA and others do that already systematically (they would be pretty naive if they wouldn't).

Dopamine addiction is what those "for-free" offerings are all about. I think this issue deserves more attention.