Chinese Gold Farming: Making Money From Metaphors
Monday, June 18th, 2007Sometimes the Law of Unintended Consequences expresses itself in strange new ways. Few ways could be stranger than the emerging digital shadow-industry of Gold Farming. No, this is not what the ancient alchemists were dreaming about, although is is a way of creating wealth out of nothing.
Gold farming is what happens when you mix the insane addicting popularity of online games, or MMO’s, Asian ingenuity and their insane work ethic, and Western laziness and penchant for instant gratification. Most people outside of a coma have heard allusions to World of Warcraft, the online titan of Massively Multiplayer Online role-playing games Over eight million players inhabit iterations of it’s virtual world of Azeroth. Each is required to hack, slash and quest his or her way to greatness over months or years of subscription-bought real time.
Azeroth and it’s clones, variants and alternates are intricate, detailed complicated and - ultimately - addicting. (Ask any cyber entrepreneur or your neighborhood tobacco executive of the joys of selling an addicting product, and you’ll understand how great this is as a business model.) Humanity’s quest for power, wealth, magic, notoriety, so hardwired into our psychologies, is the drug these games push. That the rewards are virtual is beside the point; reality matters less than perception.
What non-gamers don’t realize is the complex economies inherent to any MMO. For any would be adventurer, the as-yet undiscovered world must have means for acquiring and spending treasures, ever more challenging obstacles to overcome, and endless supplies of bigger-and-better must-haves (armor, weapons, magic spells, ad nauseam) to spur the player on. If done well, the game will induce a just-one-more-hour feeling. To ensure long commitments from gamers, developers must create vast and detailed worlds.
But not everyone wants to bother with the endless grind of leveling up their virtual selves. Some don’t have the patience, some lack the time. Enter the resourceful Chinese. With a few computers and a work force willing to work twelve hours a day, Chinese startups are inhabiting these virtual economies, grinding out the kills and gathering the virtual treasures to sell for dollars or pounds sterling. The impatient westerner then buys riches to quickly advance his online character’s bank account. In a very real sense, the Chinese laborers are creating money from metaphors.
Read the NY Times take on Gold Farming for more information. The article details the work life of the young level grinders and the social ramifications of this fledgling industry. The article notes the backlash from gamers for the process, but it doesn’t tall the gamer’s point of view. Anyone who exerts the effort to level up a character builds an emotional connection to their avatar that deepens over time. For many, this is the lure, the satisfaction of the game.
Ask yourself: if you were to pay to escape to an alternate universe, would you want to cheat after you get there? Perhaps the people who would answer "yes" aren’t the type of long-term citizens the game developers hope for. But the owners of the game farms are almost guaranteed to be long-paying customers as long as the cheaters remain. For now, the game companies side with the gamers against gold farming, but will it stay that way? A paying customer is a paying customer - even the ones who come to a metaphorical world to work.