The only way to keep a cash shop from utterly ruining a game is if the items purchaseable with Real World funds give you no advantage in the game, combat wise. Being more cosmetic/decorative.
The problem is that the cash shops generally aren't successful in the west unless the things you can buy are permanent or they give you a worthwhile advantage over free players. I mean... look at Battlefield Heroes. It's not doing all that hot.[/QUOTE]
More companies should really look to the success of DDO as to how to do a cash shop right. Players can either pay a monthly fee and really not need the cash shop, or players can play free and buy things when they need it.Giving players the option of an upfront cost or pay as you go, ensure that everyone gets to pay and play the way they want.[/QUOTE]
DDO is a perfect example here. It's incredibly impressive how they rebuilt the value of their game around a new model, and they figured out how to approach Western gaming's pay-for-purples approach to the cash shop without imbalancing their game.[/QUOTE]
Can you give a brief explanation about how it works?[/QUOTE]
Turbine and Atari basically found themselves in a place where they simply couldn't compete with WoW and other MMOs. They didn't have the resources to keep up with content updates, the implementation of 3.5 ed. D&D was a bit clunky at the time, and early game accessibility was pretty much non-existent if you weren't already deep into D&D. At $50/license, and $15/month, they had essentially priced DDO out of the main market.
Having a bit of a come-to-Jesus moment, they realized that, regardless of actual population size, the size of the market of users who played the free trial of any MMO completely dwarfs how many people pay a subscription cost to keep playing. They reasoned out (and with a little research into Korean MMOs) that if they re-launched the game, streamlined, as a free middle-range MMO, a permanent free trial as it were, they could re-position their value as a game with a large body of players. They then re-built the entire game into free zones and "advanced content". Players could play as long as they want in the free zones, much like a regular D&D campaign, experiencing lots of content and lore, but if they wanted an edge, or more interesting class/race combos, or access to new areas, they would be able to pay for as little or as much as they wanted as individuals. They reasoned that if the leveling experience was similar to D&D (expansive and slow), they wouldn't need to release new content quite as often, but advanced players who wanted more out of the game would still be able to pay more to get new stuff.
In fact, they used the free core gameplay and cash shop as a marketing for the subscription plan. Instead of paying a la carte, players can elect to buy the "all-access" option and get everything, which is technically cheaper than getting it one-by-one.
EDIT: It's also worth noting that the issues Turbine with DDO helped them make LOTRO much, much stronger, by trying less hard to differentiate the game's interface from WoW and focusing more on original content.