The Industry of Landlords: Exploring the Assetization of the Triple-A Game

The monetization of the modern Triple-A game has undergone severe changes, as free-to-play revenue models and game as a service distribution strategy have become standard for game developers. To date, the established tradition of the industry’s political–economic analysis focused on the value extraction and user exploitation of video game as a cultural commodity, centered on the video game as generating value through the selling of boxed or digital units. In this article, we present a new analytical framework grounded in understanding the modern video game as an asset that continuously generates revenue for its owners. This theoretical lens encapsulates the changes in contemporary game development, distribution, and value generation. To demonstrate, we apply it to the analysis of the monetization strategies of three recent free-to-play Triple-A titles: Fortnite (2017), Apex Legends (2019), and Call of Duty: Warzone (2020).