The Stop Killing Games Campaign: Players Up in Arms About Loss of Online Support for Digital Worlds

Why are some companies cutting access to their online products, and can the gaming community fight back?

In 2023, online gaming generated $406bn in revenue worldwide — 18 percent more than the music and movie industries combined ($338bn).

But it’s an arena in which battles are fought not only with alien invaders and digital armies. The online gaming community is buzzing with defiance at publishers cutting support for certain games, rendering them unplayable.

The players united to unleash the Stop Killing Games Campaign, catalysed by Ubisoft’s decision to pull backing for The Crew. The move left players unable to access a game in which they had invested time, money and passion, and the backlash was instant and intense. Players swarmed over social media platforms and gaming forums like marauding buccaneers. It may have been the first incident to spark such rebellion, but it was not an isolated event — it was part of a broader trend.

When publishers pull their online support, the consequences are significant: players lose access to content which in their eyes had been bought and paid-for. For many, games are more than mere products; they are experiences, tied to personal memories and the online community.

The sudden loss felt to some like a personal and financial betrayal.

Legal and Ethical Considerations

The Stop Killing Games Campaign raises some important legal and ethical questions. In the digital age, consumers often purchase licences, not physical copies of the games. This means that publishers can revoke access at their discretion, leaving players with little recourse.

The campaign calls for transparency and fairness in the management of these licences, invoking consumers’ rights in the case of sudden discontinuation.

Governmental Response

In May 2022, the UK government initiated discussions on the issue, in a direct response to concerns about the sustainability of gaming and the rights of players. This involvement signalled a potential shift towards more robust protections for the gamers and other consumers in the digital marketplace.

Why it Matters

The campaign is more than a knee-jerk reaction to a single event; it’s a broader call for accountability and fairness in the sector. With games increasingly reliant on online services, the relationship between publishers and players must evolve, say its proponents.

They highlight the need for clearer policies and better communication between parties to ensure a fair and enjoyable experience.

Gaming Evolution

Online gaming has revolutionised the industry, changing the way games are developed, played, and experienced.

It began in the early 1990s with simple, multiplayer escapades for which gamers could connect via local networks. As internet technology advanced, so did the games. The late 1990s and early 2000s saw the rise of “massively multiplayer online role-playing games”, abbreviated to MMORPGs. Titles like EverQuest and World of Warcraft created vast virtual worlds where thousands of players could interact simultaneously.

Shift to Live-Service

The industry shifted towards live-service models, where games are continuously updated with new content, events, and features. Titles like Fortnite, Apex Legends, and Destiny 2 offer ongoing experiences that keep players engaged for years. This model has proven lucrative for publishers, generating revenue through microtransactions, subscriptions, and in-game purchases.

But some key incidents reveal the vulnerabilities. Ubisoft’s decision to discontinue support for The Crew is just one example. The shutdown of online servers for Halo 2 and the closure of Sony’s PlayStation Home sparked fierce debate about the longevity of games.

Technological advancements have played a crucial role in sector evolution. Boosts in internet speed, server infrastructure and cloud computing enabled more complex and immersive experiences. The rise of cloud services such as Google Stadia and Microsoft’s Xbox Cloud Gaming promise to revolutionise the industry with high-quality games accessible on a variety of devices.

Challenges and Opportunities

While online gaming offers obvious opportunities, it also faces challenges. The reliance on online connectivity makes it vulnerable to server outages and shutdowns. Maintaining online servers and providing continuous updates requires investment by publishers, who were forced to balance the cost-benefit equation. There were future concerns that needed to be addressed.

Pulling the Plug

When online support is withdrawn, the consequences can be significant.

Ubisoft’s The Crew, a popular racing game, relied heavily on its online features. When the firm pulled online support, players were unable to access key modes and features. This sparked outrage in the community — leading to the birth of the Stop Killing Games Campaign. Players felt betrayed, and made producers aware of the high emotional and financial toll of such decisions.

Halo 2 was a ground-breaking, first-person shooter adventure that set the bar for online multiplayer gaming. When Microsoft shut down the original Xbox Live service, Halo 2 players were devastated. This was the end of an era for many; a vibrant online community was abruptly disbanded.

Sony’s PlayStation Home was a virtual space where players could interact, play mini-games, and create their own virtual environments. Despite a dedicated user base, Sony also decided to pull back. The closure in 2015 left players adrift, without access to their created content and purchased items.

Impact on Players

There were profound effects on player bases, financial and emotional. Games were rendered meaningless overnight, causing a rending of garments and gnashing of teeth in the community.

There are broader implications of cutting online support, and a need for transparency and communication between publishers and players. Questions about the rights of consumers in the digital were raised.

Legal and Ethical Implications

In the old days, a video game was a physical copy that was purchased, and could be played at any time. Today, purchases are digital; players pay for access licences to the game, rather than owning it outright. Publishers can — and do — revoke that access. Players have no recourse.

The legal framework around game ownership is still evolving. In many cases, terms-of-service agreements favour publishers, allowing them to make unilateral decisions. But there is growing recognition of the need for more balanced regulation. The UK government’s response to initiate discussion was a step in that direction.

Ethical Considerations

Cutting support for games raises several concerns. Players invest emotional energy as well as money when they take the plunge. A sudden loss of access feels to them like a classic breach of trust. Publishers have a responsibility to consider the impact of their decisions.

The debate over consumer rights in digital gaming centres on the balance between publisher control and player access. Advocates argue that players should have the right to access and enjoy the games they purchase — without fear of sudden discontinuation. There are calls for longer support periods, options for offline play, and greater transparency about terms of purchases.

Play On

To address these issues, there is a need for industry-wide standards and clearer regulation. Potential solutions include mandatory disclosures about the expected lifespan of online support, options for transferring licences, and legal protection.

The legal and ethical implications are many. A balance that respects the rights of consumers and business interests must be struck.

Market Analysis and Key Players

The industry is a dynamic and rapidly growing one worth over $200bn, with projections indicating continued growth. Factors driving this include the growing popularity of mobile gaming, advances in technology, and the rise of e-sports and live-streaming platforms. The pandemic accelerated this expansion as people lost direct social connection.

Several major companies dominate the field, each employing diverse strategies.

• Ubisoft is known for franchises such as Assassin’s Creed, Far Cry, and The Crew. It focuses on immersive, open-world games and live-service models.
• Electronic Arts (EA) is famous for sports games like FIFA and Madden NFL, as well as franchises including The Sims and Battlefield. EA leverages its extensive portfolio to engage players across multiple platforms.
• Activision Blizzard is a powerhouse, with titles such as Call of Duty, World of Warcraft, and Overwatch. The company prides itself in creating long-lasting franchises and maintaining active player communities.
• Sony and Microsoft are the leading console manufacturers, and both companies play a crucial role in shaping the future. Sony’s PlayStation and Microsoft’s Xbox offer exclusive titles and subscription services that drive engagement and revenue.

The industry is characterised by a diverse range of genres.

• Action/adventure games like The Legend of Zelda and Uncharted have captivated players with rich storytelling and immersive scenes.
• First- and third-person shooters — think Call of Duty and Fortnite — dominate the market, thanks to competitive multiplayer modes.
• Role-Playing Games (RPGs) like Final Fantasy and The Witcher offer deep narratives and character customisation, appealing to players seeking long-term engagement.
• Games like FIFA, The Sims, and Animal Crossing provide realistic experiences that mimic real-life.

Emerging Trends

There is a rise in cross-platform play, where players connect and compete using different devices. The growing popularity of virtual and augmented reality has led to even greater immersive experiences.

Revenue Models

Online games utilise several revenue models. Microtransactions allow players to buy in-game items, cosmetics, and upgrades — with real money. “Free-to-play” games like Fortnite and Apex Legends encourage continuous updates and fresh (but not free) content.

World of Warcraft and Final Fantasy XIV use subscription models, where players pay a recurring fee for access. Xbox Game Pass and PlayStation Now offer access to a library of games for a monthly fee.

Even in this unworldly sphere, ads are hard to avoid, and common in mobile games. Players who watch ads earn in-game rewards, or progress faster.

Many companies offer downloadable content (DLC) and expansions for additional gameplay, story content, and features; think The Sims 4 and Destiny 2.

Financial Impact

Discontinuing online support has financial implications. For publishers, the decision is tied to the costs associated with maintaining servers and providing updates. But shutting down servers can lead to a loss of trust from players, and negatively impacts the firms’ reputation.

For players, the monetary impact is acute and direct. They lose access to content they purchased: a tangible financial hit. Hardly surprising that many are unwilling to invest in games from the offending publisher.

Continuous support requires investment in server infrastructure, development resources, and customer service. But maintaining a loyal player base means ongoing revenue; something for publishers to consider.

The economics are complex, involving various revenue models and financial considerations. The decision to cut online support has significant implications.

Who Plays, and Why?

Once seen as a youth-sector industry, gaming is no longer confined to a specific age group. Studies have found that the average age of gamers is 34, with representation across demographics.

Some 21 percent of gamers are under 18, and the games often offer engaging, educational, and social experiences. Around 38 percent of gamers are between 18 and 34, while those aged 35-54 represent about 26 percent of the gaming community. About 15 percent are aged 55 and over.

Gender distribution is fairly well balanced, with nearly 46 percent of gamers identifying as female. This reflects the industry’s success in creating inclusive and diverse experiences.

Geographic Distribution

Gaming is global, with significant concentrations of players in certain regions. The US and Canada are major markets for console and PC gamers.

In Europe, the UK, Germany, and France have notable gaming communities, while China, Japan, and South Korea are powerhouses leading for mobile and e-sports players. In Latin America, Brazil and Mexico are emerging as big hitters.

The Middle East and Africa are experiencing rapid growth, driven by a young population and expanding digital infrastructure.

Why do they Play?

Games provide immersive and interactive entertainment; an escape from reality and a chance to explore new worlds.

Socialisation is a factor, too. Players can connect with friends and meet new people, while many enjoy the excitement of competitive play. For others, gaming offers a way to unwind and relax.

Educational games, and “gamified learning” attract younger players, offering fun ways to acquire new skills and knowledge.

From Niche to Mainstream

Video games influence popular culture. Many have inspired movies and TV shows; the most obvious examples are Tomb Raider, Resident Evil, and The Witcher. These adaptations have brought game narratives to a broader audience, and demonstrate the storytelling potential of the medium.

Fashion and merchandising have also fallen under the gaming spell. Iconic characters and logos have become popular motifs in clothing and accessories. Collaborations between developers and fashion brands, such as Fortnite and Nike, have led to the release of exclusive, limited-edition products.

The music world, too, has been influenced. Composers such as Nobuo Uematsu (Final Fantasy) and Koji Kondo (The Legend of Zelda) have won widespread acclaim for adding exciting soundtracks to digital adventure. Some are now performed in concert halls, moving the sector further from its original niche.

The Rise of E-sports

E-sports have transformed gaming into a spectator attraction. Tournaments for games such as League of Legends, Dota 2, and Overwatch attract millions of viewers — and offer substantial prizes. This has led to the creation of professional teams, sponsorship deals, and dedicated arenas.

Content Creation

Platforms like Twitch and YouTube have given rise to game streaming. Influential streamers and content creators, such as PewDiePie and Ninja, have built massive followings by sharing their gaming experiences. This trend has created new opportunities for marketing, community engagement, and revenue generation.

The social impact is undeniable, with some games addressing inclusivity and other serious themes. The Last of Us Part II and Life is Strange tackle identity, mental health and social justice, with the aim of fostering empathy and understanding.

These cultural impacts are a testament to the medium’s power and potential.

Innovations on the Horizon

Cloud gaming is poised to transform the industry. Services such as Google Stadia, Microsoft Xbox Cloud Gaming and NVIDIA GeForce Now allow players to stream games — without the need for powerful hardware. This promises to democratise gaming, enabling greater access.

Virtual reality (VR) and augmented reality (AR) offer a blend of digital and physical worlds. Oculus Quest, PlayStation VR and Microsoft HoloLens are pushing the boundaries of what is possible. VR games like Half-Life: Alyx, and AR experiences like Pokémon GO demonstrate the potential.

AI and machine learning play their part, too. AI can create realistic and adaptive non-player characters (NPCs), generate procedurally-created content, and optimise technical performance. Machine learning algorithms personalise the experience, adapting to player preferences and behaviours.

Graphics and Processing

The ongoing evolution of graphics and processing technology is enabling more realistic and visually stunning games. The latest consoles, such as the PlayStation 5 and Xbox Series X, boast impressive hardware, including ray-tracing, high frame-rates, and ultra-fast load times. This is pushing the boundaries of the possible in design and visual storytelling.

Can you Feel it?

Haptic feedback — physical sensations such as vibration or impacts — add to the sensory experience. PlayStation 5’s DualSense controller offers advanced haptic feedback and adaptive triggers, tactile sensations that mirror in-game actions. “3D” audio tech adds spatial soundscapes for greater immersion and realism.

The future is brimming with possibilities that promise to revolutionise how games are created and played.

Changing Business Models

As the industry evolves, so do the business models.

Free-to-play (F2P) has become increasingly popular, particularly in mobile and online games. Fortnite, League of Legends, and Genshin Impact offer free access to the core game — but generate revenue via microtransactions, “battle passes”, and in-game purchases. This lowers the barrier to entry and attracts a broad audience, while continuous updates and live events keep the money coming in.

Subscription services are reshaping access and consumption. Xbox Game Pass, PlayStation Now, and EA Play offer a library of games for a monthly fee. These encourage players to explore a variety of games (and again create steady revenue streams).

Crowdfunding and Early Access

Kickstarter and Indiegogo have enabled independent developers to fund their projects directly — via player support. Early-access programmes, where players can buy and play a game in its unfinished state, provide useful feedback and financial support for developers. Examples include games Minecraft, Hades, and Baldur’s Gate 3.

In-Game Economies

The sale of virtual goods has become a significant revenue source. Counter-Strike: Global Offensive and Diablo III feature “marketplaces” where players can buy, sell, and trade virtual items. These economies boost engagement and revenue, but also raise concerns about regulation and fairness.

The industry is experiencing a shift towards models that prioritise accessibility, continuous engagement, and diverse revenue streams. All this is reshaping the landscape and offering new opportunities for players and developers.

Gamers Speak Out

Some personal stories highlight the emotional and financial toll of pulling the plug on online support.

Alex had been playing The Crew since its release, enjoying the game’s expansive open world and competitive racing. When Ubisoft announced it was cutting online support, Alex felt a deep sense of loss. “I spent countless hours building my car collection and racing with friends,” he said. “It feels like a part of my life is gone.”

Sarah was an avid Halo 2 player, spending many late nights battling virtual opponents. The game’s passionate community formed a significant part of her teenage years. “When they shut down the servers, it was like losing a group of friends,” Sarah said. The shutdown marked the end of an era for her, and left a void that was hard to fill.

Mark enjoyed exploring and creating virtual spaces in PlayStation Home. The platform allowed him to socialise and express his creativity. “I invested so much time and money into my virtual home,” he laments. “Losing it all felt like losing a piece of myself.” The closure of PlayStation Home left him with a sense of disconnection.

These stories highlight the significant emotional and financial impact of server shutdowns. Players report a sense of personal betrayal.

Industry Perspectives

Balancing business interests and consumer rights can be a complex challenge.

An anonymous lead developer emphasises the importance of transparency and communication. “We strive to keep our community informed about the game’s lifecycle and any potential changes,” she said. “It’s crucial to build trust and maintain a positive relationship with our players.” This developer advocates for clear terms of service and regular updates to keep players engaged and informed.

Publisher’s Perspective

A publisher, also choosing to remain unnamed, addresses the challenges of maintaining online support. “Running servers and providing continuous updates is costly and resource intensive,” he said. “We need to find a balance between sustainability and player satisfaction.” He suggests exploring hybrid models that combine on- and offline play options to mitigate the impact of server shutdowns.

Legal Expert’s Perspective

Digital consumer rights advocates highlight the need for stronger regulation to protect players. “Consumers should have clear rights when it comes to digital purchases,” says one. “We need legal frameworks that ensure fair access and compensation in case of discontinuation.” Many experts agree with the implementation of mandatory disclosures about the expected lifespan of online support — and options for refunds when services are discontinued.

Potential Solutions

There are several ways out of the morass. Regular updates and clear communication head the list.

Hybrid models have promise, combining on- and offline play options to provide continuity. Legal frameworks to protect consumer rights and ensure fair access are also under consideration.

Community engagement, involving the gaming community in the decision-making process and considering feedback, could build trust and loyalty.

Balancing business interests and consumer rights requires collaboration and innovation. Insights from industry professionals offer interesting perspectives on the Stop Killing Games Campaign.

The Path Ahead

The campaign raises some important questions for the future.

The shift towards digital game ownership raises legal and ethical questions about consumer rights and publisher responsibilities.

Technological advances are reshaping the industry and offering new opportunities, as are new revenue models that prioritise accessibility and continuous engagement.

Finding the sweet spot between business interests and consumer rights hinges on transparency and the right of access for players. Governments and regulatory bodies should implement legal frameworks to protect consumer rights and ensure fair practices.

Publishers must involve the gaming community in all aspects of continuity and game lifespan.

The Stop Killing Games Campaign highlights the need for this more balanced and equitable relationship. The industry is capable of building a sustainable and inclusive future — and, say the gamers, it should.

The campaign has brought to light some critical issues. The practice of discontinuing online support for games raises important legal and ethical issues about digital ownership. The shift to new business models offers exciting opportunities, but requires careful consideration before implementation.

Regulatory bodies are likely to implement stronger protections for players, possibly including mandatory disclosures at the time of purchase.

Publishers may well explore hybrid models, an approach that could help maintain player engagement while balancing maintenance costs.

VR, AR and AI will continue to reshape the industry, innovations likely to drive the development of yet more immersive experiences.

The industry finds itself at a pivotal moment, with the potential to create a more equitable future. By addressing the issues raised by the Stop Killing Games Campaign, and embracing new technologies and business models, it can build a brighter future.

The bottom line for players? Hold thumbs, be vocal about perceived injustices … and play on!

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