Welcome to a new feature called ‘Opinion Piece’. Feel free to send in your opinion to EArl@ea.com and I will publish the best pieces. Today, Lucy Cooke an EA recruiter, based in Melbourne Australia provides an Opinion Piece on the future of DLC. Remember that ‘Opinion Piece’ is entirely that…an opinion and does not necessarily reflect the views of EA but are articles to stimulate debate and thought. Thanks Lucy for your Article.
EArl
To download or not to download?
I have a friend who once compared the opening of a new game as being similar to opening the first present on Christmas morning. His fingers trying to find the start of the plastic tab, ready to tear round the box and then carefully lift the cellophane wrapping (which inevitably always gets stuck to your fingers from the static) to finally prising open the box and looking at the shiny disc sitting in its clasps.
But could this all be over?
As with many things in this world, digital seems to be the way forward. But is everything really as rosy as it seems?
When I initially first thought about this subject, it all seemed pretty straightforward – the modern business model has always been to cut out the middle man as much as possible and deal directly with your consumers. Could our games of the future really all be available only via download?
Well, the short answer, in my opinion is not any time soon.
Why?
Well, before we get on to that, lets look at why publishers and developers are so pro downloadable games.
Making games is big business. We’re talking millions of dollars. The upfront cost that a company takes a gamble with is huge and as a result, if a developer/publisher can cut costs then it will. Going direct to consumer via downloadable products cuts out a number of costs:Distribution, Retailer negotiations and in-store promotions
Physical disc and packaging development,
And that’s just the tip of the iceberg and doesn’t even take into account all the people working to get all of the above fulfilled.
It means consumers can get their hands on a game without leaving their sofa – great for those who live too far from their latest games shop and without distribution issues, consumers often make savings in countries where games are heavily taxed. I once read about a guy in a south American country where games are so heavily taxed that he can download several titles for the same cost as buying a single game in his local games shop. Remember the days of games selling out within hours of launch? You can kiss goodbye to that now that downloadable games are here J
We’re all used to buying our music through iTunes thanks to Apple and it’s obvious that with Microsoft announcing this week at E3 that full titles will be made available through XBoxLiveArcade they are hoping the trend will catch on with games too.
But of course there are going to be people who prefer that static-y cellophane moment. Those who prefer to have the rows of games stacked up for their friends to admire. Or those who don’t have a fast enough internet connection to cope with the game.
And don’t get me started on the risks of piracy. As quickly as someone develops a new technology, there is someone else trying to break it. Its just one of life’s inevitabilities.
With the size of the internet (HOW big?!) games can also get lost pretty quickly if they aren’t immediately picked up. The overcrowding of applications seen famously on the Apple iPhone platform is a very real scenario in the digital games world.
So instead of going full throttle towards full digital distribution, companies are being a lot smarter and providing optional downloadable content.
This was seen in its full fabulousness by the guys over at Criterion Games in the UK. Burnout Paradise (which also happens to be one of my favourite games) is an action packed game, full of fun and thrills. But Criterion, instead of thinking outside the box, took the box and ripped it apart. They realised that by releasing optional downloadable content, you could extend the life of a game. What they didn’t do is annoy consumers by shipping a half baked 4 hour fix but they spent about a year working on new bits to add. For the first time, Burnout fans had the option of cars or motorbikes. They had a new island to play on. New cars. New modes.
And it worked.
Criterion proved that by partnering a packaged product with online enhancements, you are keeping the franchise alive, not annoying your fans and in fact, recreating the wheel.
But where does this leave the future of digital downloading of full games?
Personally I could write for hours on the subject but I’d like to hear your views – to download or not to download?
Lucy Cooke, Recruiter, Australia
© 2009 Electronic Arts Inc. All rights reserved. All trademarks are the property of their respective owners
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