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Anyone who thinks that it's just for freeloaders clearly don't understand how many people spend their currency they got back in the item shop (which usually offer better skins) and buy another pass with their money which is what most devs aim for. Many players simply never finish their passes and will have to spend more money if they would want the next pass.
If it wasn't profitable in the long run, no one would do it.
Almost every game I've seen a battlepass in allows players to earn it back. Not taking sides here, just an objective observation.
It has nothing to do with the scale of the product or the inability for people to purchase it (even most western children can easily spend those 10 bucks if they would really want to); it has to do with the promise of being able to get the next battlepass. It motivates players to get all tiers, as usually the premium currency in it will exactly match the next BP's price - something a skin for a character they dislike in the higher tiers might not. It also motivates them to keep coming back for new seasons.
It's the opposite of attracting the whales: whales just buy whatever regardless of the price. But for whales to thrive they need to feed on the plankton: a large playerbase of people who aren't willing to spend much. Being able to earn the battlepass back is like sticky glue to the last group. It's money by proxy.
That's the logic anyway.
You realize every other platform fighter other than Smash doesn't do too well right? With the somewhat exception of Brawlhalla. RoA is somehow barely alive too.
I didn't buy the founder's pack cause it was just characters unlocks with a couple small bonuses. seriously? $100+ for a couple banners, gold name and few season passes? (no thanks.) I rather spend half that amount for the same stuff i wanted which i did.
You get 30 free characters, banners and icons and a special KO splash. You get a bunch of gleamium, and you get season 1-2-3 premium battle pass for free. If you are a player who knew for certain you were going to buy these things anyway, then the founders actually saves you a lot of money. Obviously if you are a free to play player who never intended to spend money then it's a waste of money.
But value is very subjective per person.