Free-to-Play Games Are Taking Over—But at What Cost?

When Fortnite popularized the free-to-play model in 2017, many hailed it as a revolution. After all, who wouldn’t love the idea of a top-tier gaming experience without an upfront cost? But this model, while seemingly new to many, has actually been around for decades. In the late 1990s and early 2000s, online games like RuneScape and Neopets pioneered the concept, offering free access with premium content locked behind a paywall. The first game to officially use the free-to-play structure, Quiz Quiz, launched in 1999, complete with an item shop, advertisements, and premium currency—ideas that would later be refined by its creator, Lee Shong Chi, in his hit game MapleStory.

What was once an experiment in massively multiplayer online games (MMOs) has since become the dominant business model in the gaming industry. Today, games of nearly every genre, from shooters to role-playing games, have embraced the free-to-play format, raking in billions through in-game purchases and microtransactions.

A 2021 report from SuperData revealed a telling trend in the gaming industry: free-to-play games generated $98.4 billion in digital revenue, accounting for 78% of the total market. This marked a 9% year-over-year increase, highlighting the overwhelming success of this business model. Given these numbers, it’s no surprise that even in the modern age of video gaming, major players like Ubisoft with XDefiant, Activision Blizzard with Overwatch 2, and Valve with Deadlock are all continuing to seek to carve out their share of this booming market.

The appeal of these games is undeniable: high-quality, visually striking, and frequently updated, all without the upfront cost typically associated with AAA video games. At first glance, the free-to-play model seems like an unequivocal win for both players and developers. The barrier to entry is lowered, allowing developers to reach broader audiences, while players gain access to expansive gaming experiences without having to open their wallets—at least not initially.

Yet as more studios pivot toward this model, cracks in the surface are beginning to appear. Though these games come without an initial price tag, the real cost is hidden beneath layers of microtransactions, battle passes, and in-game currencies. A few in the community are beginning to recognize that these "free" experiences are anything but, designed to keep players engaged—and spending—through systems that can sometimes border on predatory. Beyond the financial implications, there are concerns about how this model could impact the broader gaming community, fostering environments where success is often tied to how much money players are willing to invest.

As the free-to-play phenomenon grows, so do the questions: What are players really paying when they jump into these “free” games?