Bungie’s Bold Move: Can Marathon Thrive Without Free-to-Play?

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Breaking into the challenging realm of extraction shooter games is not an easy feat, but if any studio can make a compelling attempt, it’s Bungie with their game, Marathon. Unlike its competitors such as Escape From Tarkov and Hunt: Showdown, this game will debut as a premium title with a boxed price. It faces stiff competition from these two popular games that dominate the genre.

The choice made by Bungie not to make Marathon a free-to-play game has sparked debate, but the experienced studio is holding firm with this decision, stating that it feels this move is suitable for the future content plan of the title. As it competes against established games with devoted fanbases, Bungie might need to innovate some strategies to encourage people to sample Marathon, in the hope of converting them into paying users.

Bungie Is Sticking by Marathon as a Premium Release

Bungie recently unveiled the gameplay for Marathon, demonstrating their concept of an extraction shooter. A series of promotional videos were released, and content creators were given a chance to experience the game firsthand at Bungie’s headquarters. The gameplay, visual style, and its connection to Destiny have been widely debated, but one query has sparked intrigue among commentators.

Bungie’s choice to make the game “Marathon” a paid title has sparked discussions about how it might perform in the challenging market for premium games. Some critics point to instances like Sony’s failed game “Concord,” and argue that if “Marathon” doesn’t offer a free-to-play option, it may struggle to maintain its player base over time.

Regarding this matter, Joe Ziegler, Director of Marathon Game, justified the pricing decision as fitting, explaining their commitment to maintaining the game with a seasonal model without raising the retail price. Bungie is optimistic that fans will be enthused about Marathon regardless of its revenue system, and they believe that whether a game is free-to-play or boxed doesn’t necessarily determine its success or failure in the genre.

This philosophy also has its value. The games “Hunt: Showdown” and “Escape From Tarkov,” which are extraction games, have proven successful without adopting a free-to-play model. Notably, “Escape From Tarkov” is not available on Steam, a platform often associated with game success or failure. However, “Marathon” will be distributed through Steam. Despite its commercial triumph, “Escape From Tarkov” has faced criticism for its steep price point, particularly regarding the switch from the “Edge of Darkness” version to the more expensive “The Unheard” Edition.

Marathon’s Premium Plans Shouldn’t Rule Out The Free Weekend Strategy

Even though Bungie is fully committed, there’s one more approach the developer needs to take when attracting new gamers: Offering a “free weekend” trial, which is often used by live-service games with paid subscriptions. This allows potential players to download and play the game for free for a brief period, giving them a chance to try it out before deciding to pay for continued access.

Weekend free trials have traditionally led to significant growth in player numbers for many games, often doubling, tripling, or even exceeding that, giving those who are intrigued a glimpse of what they’ve been missing out on. These trial periods, which can also extend to holidays, offer a perfect opportunity for developers like Bungie to excite potential new players about upcoming content and reinvigorate the community by introducing fresh blood. This strategy could be particularly effective when implemented during periods prior to major seasonal content releases.

One key point about this strategy is that there’s an elephant in the room – I’m referring to Destiny 2 here. It transitioned to a free-to-play model two years after its initial release, making it easier for new players to join. However, despite being free, Destiny 2 still generates income due to its expensive expansion packs. Could Marathon adopt a similar approach in the future? At present, limited free weekends might serve as a strategic advantage for Marathon in the competitive extraction shooter market.

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2025-04-17 19:06