The aim for this dev blog is to shine some light on monetization goals, new products and branding when it comes to packs and bundles and how it all fits into the game monetization pillars – progression, convenience and identity.
The Road to Here
The existing strategy for the starter packs and career packs has been to serve a wide array of players, from a completely new player to a veteran with 15+ years of experience. This, however, meant that the packs contained items that a new player perhaps didn't understand, a veteran didn't need, or price points that didn't reflect players’ current gameplay level or commitment. Players making their first steps in the Air Career Program, running level 4/5 missions, Faction Warfare, or Lowsec piracy, Nullsec or Wormhole space PvP have very different needs.
On the branding side, names of metals were used to represent different starter pack levels, a common approach in other games, making it easier for new players to understand. This informed the naming of the Bronze, Silver, Gold and Platinum packs that you enjoyed since 2020 in various shapes and forms. All these packs contained an array of items: Omega time, PLEX, consumables, skill points and cosmetics. The cost of individual items within the packs was unclear, and the differences between them, apart from the name and price point, were ambiguous. The most valuable pack has always been the Platinum one, a fact that conflicted with the idea of them being equally valuable for all playstyles.
The design of the packs went through few rounds of iteration, content, promotion, and sales performance were analyzed, and special consideration was paid to much-needed player concerns and CSM suggestions. Taking all of this into account, a decision was made to attempt a new direction.
A New Direction
All the changes are centered around the following goals:
- Creating a clearer distinction between pack purposes, reflected in price points, contents and tiers.[/*]
- Strengthening branding differentiation between new player and veteran player products.[/*]
- Leaning further into EVE Online’s established features and concepts, ensuring stronger ties to in-game mechanics, themes, and identities.[/*]
With those goals in mind, packs have been grouped into the following 3 categories:
- (True) Starter packs – Focused solely on new player progression, featuring a low price point and essential items for beginners.[/*]
- Value packs – Designed for veteran player convenience, offering a range of price points and bundling existing products for better value. These replace the old starter packs.[/*]
- Identity packs – Themed and evergreen product sales, emphasizing identity and cosmetics such as SKINs, SKINR components, and apparel.[/*]
Yesterday, the rollout of this new direction began by introducing Mastery Packs, a new type of value pack for veteran players.
https://store.steampowered.com/app/3549040/EVE_Online_Level_1_Mastery_pack/
https://store.steampowered.com/app/3549050/EVE_Online_Level_2_Mastery_pack/
https://store.steampowered.com/app/3549070/EVE_Online_Level_3_Mastery_pack/
https://store.steampowered.com/app/3549080/EVE_Online_Level_4_Mastery_pack/
https://store.steampowered.com/app/3549090/EVE_Online_Level_5_Mastery_pack/
Value for Veteran Players
Leaning into EVE’s terminology for ship piloting skills, the new value packs have been structured into mastery levels, ranging from level 1 to 5.
In response to feedback from the CSM and the player community, items that veterans don’t need have been removed, streamlining the contents to focus on evergreen products from the store. This eliminates the “gamification” of packs, making their value easier to calculate and ensuring that each pack offers transparent and consistent value across tiers.
| Mastery pack | Omega | PLEX | SP* | Accelerator* | MCT | Extractors | Total price | [/tr]
| Level 1 | 15d | 1 | $10 | [/tr]||||
| Level 2 | 30d | 100 | 250k | 1 | $20 | [/tr]||
| Level 3 | 60d | 500 | 750k | 2 | $50 | [/tr]||
| Level 4 | 90d | 1000 | 1,250k | 2 | 2 | 2 | $100 | [/tr]
| Level 5 | 180d | 3000 | 1,750k | 2 | 2 | 10 | $200 | [/tr]
* SP and Accelerators come from Skill Training Boost Bundles and feature content of Apprentice, Graduate, Prodigy and Master Bundles.
Additionally, price points have been adjusted and rounded up (e.g. $9.99 -> $10). The Level 1 Mastery Pack starts at $10, while the level 5 Mastery Pack is available for $200, offering flexible options for players with different budgets.
Like their predecessors, these packs can only be purchased once in each store, and further iterations will be made as the product lineup evolves.
These changes are designed to provide a clearer understanding of each product’s purpose and value, while ensuring a straightforward, transparent purchasing experience.
Jump-start for New Players
From Alpha Injectors to Expert Systems to Accelerators, contextual offers, and balancing attractiveness for new and alt accounts, the search for a starter product that experienced players would recommend is an ongoing journey. The primary goal of a true starter pack is to ease new players into New Eden, introduce essential game concepts, and accelerate their progression.
There have been many ups and downs along the way, both in terms of conversion rates and player sentiment, but significant lessons have already been learned and applied. Updates to game mechanics, such as the New Player Experience (NPE) and the Air Career Program, along with the introduction of EverMarks and Paragon, now allow starter packs to include player-made items like ships and ammo. Additionally, specialized Expert Systems have proven valuable, not only for trying out specific activities, but also as a tool for veteran players to onboard new pilots into their doctrines more quickly.
Rather than rushing out something half-baked, new ideas are being explored in collaboration with the CSM, players, Paragon, and game designers to shape the next iteration of true starter packs. Please stay tuned and if you have any cool ideas, please join the discussion on EVE Discord.
Identity Packs
Since introduction of the first SKIN, it became obvious that customization in EVE extends beyond damage-per-second (DPS) and align time – it is also about style. Over the past year, significant investment has gone into creating custom ship SKINs for individual ships, fleets, and corporations.
The development of themed identity packs will continue, featuring exclusive SKINs that expand on classic CCP-designed lines while introducing entirely new ones. Collaboration with the EVE community on SKIN design will also move forward, and soon, more creations from recognized artist CaldariPrimePony Club (aka T’Amber) will be making their way into the darkness of space.
In recent months, various hypotheses have been tested around effective SKINR component sales, leading to new insights into live-ops strategies and ways to further streamline the journey towards sequencing your first SKIN.
Now it’s time for feedback. Which ships should get new SKINs? What are your favorite classic SKIN lines? Are there specific occasions that deserve a special themed pack?
Join the conversation on either EVE Discord or the EVE Online Forums to share feedback and ideas!
