Battle Pass Capitalism

Joseph, Daniel ORCID: https://orcid.org/0000-0003-4628-7417 (2021) Battle Pass Capitalism. Journal of Consumer Culture, 21 (1). pp. 68-83. ISSN 1469-5405

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Abstract

This article investigates the origin, circulation, and consumption of a new commodity—the “battle pass”—in the complex ludic economies of contemporary digital games. The article dives deep into the history and political economy of battle royale shooters and the game Apex Legends (2019), a free-to-play example of the genre monetized in part by a battle pass. Inspired and in dialog with Nieborg and Poell’s (2018) theory of platformization this paper asks questions related to how digital games like this operationalize their status as “contingent commodities”. The article then engages in an “app walkthrough” (Light, Burgess, & Dugay, 2018) of Apex Legends, analysing its vision, operating model, and governance. The focus here is on revealing the “mediator characteristics” that structure in-game commodities like avatar skins, loot boxes, and the battle pass. There is then a discussion and theorization of these monetization strategies and the industry-wide tendencies for consumerism they signal. A key take-away is that digital consumption in games is at once both easy to “see” but also highly abstracted, making it very difficult to pull apart what people are actually consuming when they engage with the monetization layer of contemporary digital games.