In Western regions (North America and Europe) around 2009, the video game industry saw the success of Zynga and other large publishers of social-network games that offered the games for free on sites like Facebook but included microtransactions to accelerate one’s progress in the game, providing that publishers could depend on revenue from post-sale transactions rather than initial sale.[23] One of the first games to introduce loot box-like mechanics was FIFA 09, made by Electronic Arts (EA), in March 2009 which allowed players to create a team of association football players from in-game card packs they opened using in-game currency earned through regular playing of the game or via microtransactions.[26] Another early game with loot box mechanics was Team Fortress 2 in September 2010, when Valve added the ability to earn random “crates” to be opened with purchased keys.[13] Valve’s Robin Walker stated that the intent was to create “network effects” that would draw more players to the game, so that there would be more players to obtain revenue from the keys to unlock crates.[23] Valve later transitioned to a free-to-play model, reporting an increase in player count of over 12 times after the transition,[25] and hired Yanis Varoufakis to research virtual economies.[27] Over the next few years many MMOs and multiplayer online battle arena games (MOBAs) also transitioned to a free-to-play business model to help grow out their player base, many adding loot-box monetisation in the process,[25][28] with the first two being both Star Trek Online[29] and The Lord of the Rings Online[citation needed] in December 2011.
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