Disney Dreamlight Valley ("DDV") is currently an 'Early Access' game currently available for purchase on PC, Xbox, PS4/5 and Nintendo Switch for varying prices depending on the game edition (e.g. £25/$30 for 'Standard' or, £58/$70 for 'Ultimate'). The game is being developed and published by Gameloft, whose repertoire of previous games include a vast amount of mobile phone apps, including Disney Magic Kingdom; a game which, like many 'pay-to-win' mobile phone formats, received mixed reviews for its structure and pricing. 

Gameloft however promised customers that DDV would ultimately be 'free-to-play' after the Early Access period, with purchasable expansion options to enhance player's gameplay. Monetisation and in-game purchases are further clarified on Gameloft's official support site:

"During the Early Access period, fans who purchase the Founder’s Pack or have an Xbox Game Pass subscription will be the first to explore Dreamlight Valley, and will get exclusive rewards and limited-edition items that they’ll retain once the game officially launches next year.

"After Early Access, Disney Dreamlight Valley will be free-to-play and have purchasable expansion options to enhance your gameplay."

Many customers have effectively knowingly paid money to become 'testers' for this early access game. The official discord for DDV features various bug reports and a thriving community of fans who have so far appreciated the ability to give feedback and see their feedback implemented into the developing game. Note that DDV is aimed at both children and 'the young at heart' fans of Disney, and certainly thrives on a very loyal and supportive fanbase. It's also the type of game that generates the 'fear of missing out' (FOMO) effect through its use of rotating cosmetic items in the (perfectly affordable) Scrooge store and seasonal 'Star Path' events.

Sadly, this fanbase has now been threatened by the premature release of the 'premium shop', which was included in the February "Festival of Friendship" major content update. This features the ability to purchase in-game moonstones using real money at extortionately high prices in order to then purchase limited cosmetic packs which change and rotate every week. This immediately goes against Gameloft's own statement of intent found here:

"Please note: At the start of Early Access, monetization mechanics will not be fully implemented. To ensure the game is meeting player expectations, we will leverage community feedback to implement these systems to ensure Disney Dreamlight Valley is polished and fun."

Moonstones are a rare, in-game currency. Sometimes they can be found in daily chests, limited to 50 per day - although these chests do not always spawn daily, possibly due to unresolved bugs. Otherwise, the only other way to gain moonstones is by purchasing using real money. The cheapest moonstone bundle currently costs £4.49. In order to access the Star Pass, which already features as a fun seasonal pass-style event, the player must pay a hefty fee of 2500 Moonstones. This translates to around $10 / £9 worth of Moonstones from the shop, already strengthening arguments that Disney Dreamlight Valley is definitely not free. The addition of the premium store adds to the strain of 'needing' moonstones in order to enhance your gameplay and enjoy what is essentially a cosmetic-focused game. Everything about the gameplay in DDV points to acquiring new clothes, furniture, companions and motifs. This adds to the 'FOMO' effect.

Since the launch of the update, players/customers have rallied together to express their opinions on the premium store in the official DDV discord. To date, there have been 139 "no" reactions alone, and over 90% negative responses pleading for prices to be lowered and/or alternative ways to access the premium store and/or acquire moonstones. Players have also provided their own suggestions on how to tackle the various issues, yet still there has been no official comment from Gameloft on the matter.

This is not the first time that a game developer has disappointed fans, nor is it the first time that developers have utilised 'cash stores' as a means to generate more income at the cost of exploiting customers. However, this does not make their actions right, nor is it ethical. It certainly should not be legal. 

As previously stated, the game's target audience is both children and adults, aka 'the young at heart'. To fully access the premium store, players initially would need to afford over $50 a week for a measly few cosmetic items - essentially the cost of a new game altogether. Prices have been adjusted slightly for the second round of items, which would now cost players $20 a week (if prices remain the same) and $80 a month, on average. Still, these cosmetic items can only be purchased as bundles initially priced at 3000 moonstones (now reduced to 1000 moonstones - still outrageous), and the quality of these items has already disappointed customers - many of whom outright refuse to waste their precious moonstones. 

Gameloft have already gone back on their word regarding the launch of micro-transactions. How can we be certain that they won't add new characters to the premium store also? Note that customers will already be charged in future for certain new (unspecified) characters and worlds in optional DLC.

All this, and the game is not even complete yet. The story is unfinished, in-game bugs persist, meanwhile the 'early access' sales continue across all platforms.

Enough is enough. 

Gameloft need to answer to their customers and adjust not only their prices, but also their business model for DDV. Likewise, we gamers should no longer accept the 'cash cow', sales-focused business models that continue to exploit us across various games. Regardless of your income, no pixels are worth $50 a week. If we continue to allow game developers to use these absurd strategies, then we are also part of the problem. I would happily uninstall the game from my PC and write a dozen negative reviews if that's what it takes to get an iota of change. I encourage YOU to also do the same, starting with this petition.

In 2017, Disney executive Jimmy Pitaro reportedly told EA to remove all microtransactions from Star Wars Battlefront 2. I for one would love to know how the Disney executives feel about their beloved characters once again being used to facilitate microtransactions. Were they aware of Gameloft's plans?

Let's use this petition to gain traction and further make our voices heard. So, in short: Please sign if you disagree with the current state of the premium store in Disney Dreamlight Valley and are likewise dissatisfied with Gameloft's response. 

Thank you.