Dawn of the Dragons had a rather exceptional developer post that circuitously but explicitly said they were planning to balance content by making powerful things more expensive. It has always implicit that you buy power, as in many cash shop-supported games, but the circumstances and the PR-speak involved surprised me.
DotD has always had a lottery and recently added lockboxes. Lockboxes were somewhat controversial, even if they were functionally almost identical to the existing lottery. Notably, the lockboxes contained some rather powerful equipment, as you might expect from a cash shop lottery, particularly a “premium general,” which non-DotD players can understand as “powerful pet.” Premium generals have a special place in the game’s power curve, and this one was only available through the lockbox lottery.
The developers responded to controversy. The line of argumentation was roughly my title above, although replace “P2W” with “it’s okay.” Gamers generally accept that rare = powerful, so they are going to make this powerful thing rare by making it really expensive. They originally did that by making it a 1% chance in a cash shop lottery, and soon they will make it available as a double-priced cash shop premium general.
They presented this as “everyone wins,” and as near as I can tell, players largely accepted that. The lockboxes stayed, just as before. The expensive premium general will not be nerfed. They are taking the opportunity to let the players just pay them directly, in addition to the lottery. More options for the players, more money for the developers, and they promised to be willing to take more money like this in the future. Tell me if I’m wrong, but it seems to have reduced the controversy from the original lockbox release while keeping the lockboxes and adding cash shop revenue.
That’s a PR coup. Find out who was behind it and recruit him/her to your AAA game.