Cosmetic-Only Cash Shops Don't Work - Is it Time for Developers to Stop Pushing Them? | Opinion

MMORPGs have long embraced the idea of progressing your character through levels and gear, not just in power but in appearance. There was a time when the best-looking armor was directly tied to the gear you earned through gameplay. Now, however, many developers have detached cosmetics from item stats, leading to a rise in cosmetic-only cash shops where style is sold over substance. But is the allure of "looking cool" really the financial backbone developers believe it to be?

Visual character progression is deeply personal. It makes sense that developers want to monetize character customization—after all, MMORPGs thrive on player expression and the feeling that you're unique in the sea of millions of other players. But while creating a distinctive look is appealing, the actual availability of cosmetics by developers is often restricted, locked behind certain content or paywalls. Thus, the cosmetic-only cash shop was born: a seemingly player-friendly approach promising no pay-to-win elements, with all purchases being purely aesthetic. On paper it sounds fantastic and a worthwhile endeavor but in practice very few games have managed to stick to their guns with cosmetic-only cash shops.

But let’s not kid ourselves—do cosmetic-only shops actually drive revenue the way studios hope? Consider Swords of Legends Online. Despite its cosmetic shop focus, it struggled to retain players, suggesting that cosmetics alone aren't enough to sustain interest and it wasn't long before the lack of sales caught up to them. Of course, having a fantastic game as the baseline for a cosmetic shop wouldn't hurt, which is primarily where SOLO went wrong. Web3 games jumped on the trend, touting cosmetics as NFTs to be traded between players. Yet many of these ecosystems became saturated with pay-to-win elements anyway, diluting the "purely cosmetic" promise.

Where cosmetics are concerned, take Guild Wars 2 as a prominent example. Its entire gear system is built around visuals rather than massive stat differences, allowing players to pursue aesthetics freely. On paper, this should make cosmetics a goldmine. And sure, the cash shop offers plenty of outfits, gliders, and weapon skins. But when it comes to what players actually buy?

Practicality reigns supreme. Items like salvage-o-matics, bag slots, and bank expansions, tools that offer convenience, I all suspect often outsell purely cosmetic offerings. I’ve purchased a few cosmetics myself in Guild Wars 2, but after settling on a look I liked, my spending dried up. How many outfits can you realistically rotate through, after all? I might grab a festive ensemble for Halloween, but otherwise? My wallet stays shut where cosmetics are concerned, but will creak open and let loose the dust cloud of unuse when I see a particularly compelling deal on some account upgrades or convenience items.

Cosmetics are Optional—Sometimes too Optional.

Don’t get me wrong: I’m not advocating for pay-to-win cash shops to forever litter our MMO landscape with every game vying to be a Star Citizen shipyard. But let’s be honest—cosmetic-only shops miss a key factor behind in-game purchases with their lack of utility. Looking cool is nice, but cosmetics are subjective and fleeting. Players are far more likely to pay for functional upgrades. Character slots, server transfers, and storage expansions, while arguably artificial restrictions imposed by developers, hold universal appeal. It’s not just about personal preference; it’s about value.

Personally, I used to cheer when a game touted a cosmetic-only cash shop. Now? I wince a little. It feels like developers are 3D modeling themselves into a financial corner. Cosmetics aren’t pulling in the big bucks, and I think the industry is starting to take notice. I’d rather see options that provide practical benefits. I do appreciate cosmetics, and have spent hours collecting and swapping my outfits to find a particularly appealing one in certain game ssuch as DC Universe Online. But throughout my entire super hero career, I never once spent a dime on cosmetics, vying for a subscription or other account upgrades instead. Cosmetics are fun, but practicality wins my wallet.

What about you, MMORPG fan? How do you feel about cosmetic-only cash shops? Do you find yourself spending in them regularly, or do you hold out for something more functional? Share your thoughts in the comments.