When we invest in a new video game we want to feel satisfied by the content supplied in the game, we want to know we’re getting our moneys worth in the investment. Publishers, on the other hand, want us to keep our old games so they stay out of the used market. A publisher does not make a dime on used game sales. Their primary weapon to stop game sales? Downloadable Content (DLC).
1. Publishers Spend Lots on Marketing
A great example being GTA IV, hardcore gamers have a short attention span and live on hype more than physical games. Today, games live in press releases, demos, cinematic and live gameplay footage at conferences and on the web. Then, a game hits the shelves and sells millions of copies for a week or two before it’s forgotten. Publishers have marketed their game well, spent thousands on conference booths, streaming video bandwidth and rushing game demos through development and testing cycles early to get eyes on their titles.
Let’s face it, gamers that scrambled to buy Grant Theft Auto IV have moved onto the next big title or have decided to go outside for some fresh air (probably the former). Hardcore gamers consumes games like candy, sells them off for store credit and works towards their next purchase.
2. Publishers Want Loyalty
DLC breaths new life into old games, making them remain valuable for months after the hype and excitement has died. We’re now spending USD $60.00 for some of these new “current generation” game titles for a few days or weeks of excitement. Free downloadable content brings new reasons to play our “old stale” games and allows us to feel comfortable about our 60 bucks spent on a title.
Rainbow Six Vegas 2 is receiving a new “Fan Pack” for gamers to re-energize themselves about the “old” sequel to Rainbox Six Vegas. A game released in March is considered old by gamers, probably rarely played on Xbox Live anymore and needs something to keep the fans interested. This helps build loyalty to your product so the next franchise title which is released has a better chance of being purchased by your fan base because they can look forward to additional free content in the future.
3. Publishers Hate Used Games
Publishers are helping stick those games in the hands of the gamers for a longer period of time by supplying free add-on packs. Why would you re-sell your precious title back to the store when you could hold it and wait for potential DLC?
Publishers receive no revenue from the resale of a video game so it’s in their best interest to keep it out of the used markets. If there is a chance your beloved game will receive new features, at no cost to you, wouldn’t you hold off from selling it to see what’s coming?
Once a gamer has sold their title to a retail chain for pennies they’re unlikely to re-buy the title with the typical 80% markup when DLC arrives. They may opt to borrow a friends copy or rent the title rather than re-purchase it; neither fair well for the publisher in terms of revenue.
Games are expensive. Consumers must be wise to the best value in their video game titles and publishers want you to choose them for your gaming entertainment. Competition is high, profit margins are low and the market is all about sales volume. Publishers want repeat customers, people who feel their games are valuable before and after the purchase and are willing to share their loyalties with others.
Do you collect old console games, or do you sell them off to game stores and/or eBay? Would you consider holding off a sale if there was a great chance of new downloadable content?
@ Black Friday 2012
I was pretty disappointed in how “Black Friday” was handled in Romania. Plenty of retailers increased the price a week before, so that they could do a 40% slash to get the price back to the old value.
@Nintendo Power’s last issue released
It also depends how many people want it. Here’s an example: our major cable provider decided to not renew the contract it had with Discovery Channel. Why? Because just 0.9% of the people watched it.
How many people read “Nintendo Power”?
@Blizzard acquired ‘Project Blackstone‘ domain
It could be a preventive buy, I guess. Still, not really hyped about it, Blizzard lost me since always-online DRM; last game I played from them was Warcraft III and Frozen Throne.
@Dead Island: Riptide banned in Germany
Funny though, there are plenty of games (not just Gears of War) where players blow other human-like character to bits, and those are still available in Germany.
But hey, what do I know, perhaps the baddies in those games bleed green goo …
@QOTW: No.
Not interested to comment on any of the news articles, I just came to ask: “Guess who has two thumbs and got the Wii U before Paul did?”. I did.
@QOTW: Never
Just found out about this podcast and was amused that there was a topic discussed, I just held a speech on in school. Censoring, banning etc. in Germany.
The USK is all right, they just rate the games like any other institue that rates games. The problem is the BPjM (the young protection thing you translated). They decide what gets banned and lands on the index etc. They’re not only after games, but after media in general. They just recently banned Steel Panther’s 1 year old album “Balls Out” for no reason given. Wrote them a mail (respectful, of course) and got no answer whatsoever. So did the German Metal Hammer-magazine. Same answer.
They ban whatever they want to. Sometimes there’s no system behind it. Dishonored came out here completely uncensored, this means I, as Corvo, can decapitate enemies and throw their heads around. Kinda humiliating to the corpse, isn’t it?
If anyone is interested in how cuts on games look like, I recommend http://www.schnittberichte.com
especially the Bulletstorm one.
QOTW: Never.
@QOTW:
Yeah… Nintendo World yes, Nintendo Power NO.
Nintendo World had the “Approved By Nintendo” seal, so, i bought them for a couple of years…