Sell Your Digital “Loot” For Real Cash in Diablo 3

The game industry and gamers alike are abuzz over the recent launch of Blizzard Entertainment’s highly anticipated new game, Diablo 3. This third entry into the classic best-selling dark fantasy RPG has brought about a huge gathering of loyal fans and endless midnight launch lines. These avid gamers have long been awaiting the sequel’s release since the launch of Diablo 2 eleven years ago.

A very controversial new feature for the role-playing juggernaut is the addition of the online Auction House. This feature (not yet implemented into the game) allows players to collect digital armor, weapons and other “loot” that they in the game and buy, sell, and trade them with real players online. What sets this apart from other online games? The consolation prize for these transactions is real life money, not digital gold coins.

What does this say about the growing economic legitimacy of online video games? It certainly shows that social media enterprise has extended to the point that even incorporeal, digital products (in-game items) can now be bought and sold for value online just as much as real products and services.

This phenomenon can be related to the growing concern over many video game producers trying to exploit players for more money through online service fees and expensive DLC (downloadable content). Furthermore, there are a number of fans who are irked at the idea of spending their hard earned real money to purchase digital items that hold no actual value. In the past, there had been illegitimate websites known for scamming video gamers out of their money by promising to sell them rare in game items or video game currency. The only difference now is that this Auction House system is sponsored and maintained by Blizzard Entertainment.

The Auction House system is due to be released via Diablo 3 beginning May 29. It should be interesting to see how effective this method of online digital commerce will be or how players will react to a growing emphasis of marketization within their beloved video games.