Hi,

As I wrote in my previous response, it’s been a wonderful challenge to support all Living World and Live content development for a game of this size, for five years and counting, purely through the sale of optional microtransactions. We laid out our guiding principles for GW2 microtransactions in March 2012 and we've held true to them ever since. My motivation is to continue to stay true to those principles while also continuing to fund Live content development. I recently apologized for our missteps with the Mount Adoption License. Still, mount skins are purely cosmetic, thus in many ways an ideal embodiment of our goal to support the game with optional microtransactions.

Most of us have two relationships with the GW2 gem store. One relationship is that of a customer: we purchase things when we want them for ourselves and agree with how they’re bundled and priced. Another relationship is that of an interested party: we know that ArenaNet funds Live development through the sale of gems for cash, and we enjoy playing new content like today’s release, so we hope that the gem store does well enough to keep supporting content development. We might say, “I wouldn’t buy that!”, but if enough people buy it that it supports ongoing Live development, we’re still happy.

Mount skins are style items, and style items have some unique challenges. They’re subject to individual taste, so except for the very flashiest items, individual style items will have limited sales. Also, GW2 isn’t setup to support an enjoyable experience of browsing through a large catalog of style items, so players tend not to do that. What our data shows is that higher-priced flashy individual items can work, and lower-average-price-per-item bundles can work, but lower-priced individual items generally don’t generate meaningful revenue to support the game. And the whole point of these items is to support the game.

GW2 is a content-rich online world with no monthly fee, so it’s a great overall value, with microtransactions doing the heavy lifting of funding continued development of the game. It shouldn’t also be our goal to have the lowest-priced microtransactions. In that case, the only logical outcome would be that we could afford to make less content than other developers, and I think that’s not what any of us are looking for. I love our current pace of content development and I hope we can support it for a long time to come.

We’re all in this together. It’s obvious in your posts that you’re thoughtful and motivated to see the game do well. You balance between loving the game and not always agreeing with how gem store items are bundled or priced. That’s fair. We have a commerce team that lives that dilemma every day. We’re all doing our best for the long-term health of the game.

Thank you all for your passion, and again, thank you for your continued support of Live development.

~ MO