If You Can't Beat 'Em, Join 'Em: A Defense of Diablo III Auction House
by Chris Arnone, posted on 01 August 2011 / 2,174 ViewsBlizzard revealed today that the much-anticipated Diablo III will have a built-in auction house in which real money can be exchanged for in-game content you or other players have accumulated. Nearly everything will be up for grabs, including in-game gold. Already, there's been a bit of a backlash across the Internet, feeling like Blizzard is just trying to make more money and cash in on marketplace they fought so long to contain that cropped up with its other games.
I say, this is a situation of, "if you can't beat 'em, join 'em."
Let's first assume the folks at Blizzard aren't fools. They've got the single most lucrative entertainment property of all time under their belts with World of Warcraft. World of Warcraft has also spawn its own massive external market for exchanging real-world money for in-game goods, particularly power-leveled characters. There are still people who make a living power-leveling characters to the cap and then selling them for real cash.
Blizzard has always said this wasn't allowed, nevertheless, it has persevered. It has gone on so long that Blizzard essentially threw their collective hands up in the air and just let it go. While it's still against their official policies, they haven't really tried to enforce those rules in a long time. Now they're looking at Diablo III , and deciding if they cannot contain the external market, they may as well BE the external market. What will this mean? Yeah, it does mean Blizzard will probably make a bit more money off the auction house, but it also means there will be an easy, integrated system for these sales and Blizzard security will be in place to protect people from potential scams of third-party sites.

Will this completely drive away third-party auction sites for Diablo III ? Well, that depends on how good Blizzard's own auction house is. If the built-in auction house not only has the easiest in-game integration (which is most undoubtedly will), but also sports really low fees, if any, then it will be hard for third parties to gain any traction against it. Of course there are always those willing to cheat to win, so there will undoubtedly be third-party sites trying to circumvent the Blizzard security measures.
All in all, this appears to be just another example of a game developer listening to what the gamers really want and then giving it to them. Bravo, Blizzard. Bravo.


