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High Price Scare Tactics

GamesIndustry.biz has comments from Mark Rein, VP of Epic Games, stating that he considers the recent talk about sky high game and console prices nothing but scare tactics on the part of large publishers. From the article: "'I guess they just don't have productive tools like we have,' he went on to suggest."

33 of 147 comments (clear)

  1. Even higher? by Oen_Seneg · · Score: 3, Informative

    £35 for a newly released (PC) game is already sky-high. £5 higher and its not going to sell anywhere near as well until it drops in price. I'm not as up to date on the console situation, but I believe the cost of console games is even higher in the UK.

    Not that it matters, I never buy games until 6-12 months after they've been released just because of the £10-15 price drop.

    1. Re:Even higher? by Alkaiser · · Score: 4, Insightful

      More people need to start following your lead. If you see a game that's priced out of the norm £40 for the UKers, $55-$60 for the Americans, etc...skip it.

      I don't care how good the game is or how long you've been waiting. Wait until the price drops, then rush the store. We've been paying artificially high prices for games for a long time. Last year, some publishers finally got smart, and gave us discount games like Katamari Damacy, Gungrave: Overdose and the ESPN sports titles.

      Reward the good companies willing to stick their neck out like that, and punish the ones just trying to stick their hands out into your wallet.

      Eventually, the publishers will notice that there are pathetic sales for the games in their first weeks out of the game, and phenomenal numbers after the price drop. Then maybe they'll get it.

      Maybe.

      --
      Netjak.com independent reviews of domestic & import video ga
    2. Re:Even higher? by chris_mahan · · Score: 5, Interesting

      Nah,

      You gotta buy the game at that price.

      If good games cost less, they would already cost less. The market is already adjusted to the optimum price to support the greatest numebr of users and the industry.

      --

      "Piter, too, is dead."

    3. Re:Even higher? by drinkypoo · · Score: 2, Insightful

      The price hasn't changed in a long time, and there have been no attempts to change the mainstream prices significantly, so we can't possibly know if the current games price is the optimum price or not. The market is constantly growing and changing after all; most significantly, it is getting older.

      --
      "You're right," Fisheye says. "I should have set it on 'whip' or 'chop.'"
    4. Re:Even higher? by ivan256 · · Score: 4, Insightful

      That's just not true.

      PC game prices have changed. 3 years ago PC game prices were on par with console game prices. Developers realized that they weren't selling at that price though, and now the typical PC game sells for $35 instead of $49. (Blizzard and LucasArts seem to be the exception to the rule. They must put crack in their games because people buy them at any price they stick on the box.)

      This EA exec seems to forget that there's more to games than gameplay and graphics. Any two-bit hack can whip up gameplay and graphics to some extent these days. They're becoming commodity. The costs are in the content. You'd think they'd know that having just shelled out millions for NFL licenses.

      Let EA raise their prices. Every other developer on the planet that lives in the real world will eat their lunch.

  2. Wow. by American+AC+in+Paris · · Score: 3, Insightful
    "There's no question that the graphics are going to be a huge upgrade," he commented. "You know, people are such snobs, with this 'oh, it's not about graphics' thing. That's such nonsense. It's totally about graphics. What's the difference between the first Metal Gear Solid and the latest Metal Gear Solid? Right, it's - wow, the graphics!"

    Well, duh. When your pony's one trick is looking good, you're not about to go trumpeting the virtue of speedy ponies, strong ponies, or clever ponies, are you?

    I mean, c'mon. Take a look at the content of Epic Games' front page navigation box:

    • Unreal Championship 2
    • Unreal Tournament 2004
    • Unreal Championship
    • Unreal 2
    • Unreal Tournament
    • Unreal
    • Unreal Engine
    • Unreal Developer Network
    • Unreal Technology Site
    • Epic Classic Games

    This is akin to the VP of 3DO saying, "Of course it's about little plastic military figurines--and anyone who says otherwise is just a jerk with a silver spoon up his ass!"

    --

    Obliteracy: Words with explosions

    1. Re:Wow. by biryokumaru · · Score: 2, Insightful
      epic megagames used to make the best games i'd ever played. titles like jill of the jungle and epic pinball will stay with me forever. not to mention the still-well-pirated jazz jackrabbit series.

      one day they came out with unreal, and epic jsut stopped being so cool. shur, 3d fps games are all the rage, but unreal was just so... singular. and serious. the older epic games were friendly and fun, and had such variety even within the individual games. the only reason people really play unreal is because its the only half decent deathmatch style game for lans.

      i miss the old epic games. they were epic.

      --
      When you're afraid to download music illegally in your own home, then the terrorists have won!
    2. Re:Wow. by BoomerSooner · · Score: 4, Insightful

      The problem is the games were much more playable when the graphics were shit. Now everyone (game developers) think they can substitute great graphics for gameplay when I'd rather play shitty old Thief/Thief II than HALO/DOOM III. After killing 100 aliens/monsters/whatthefuckevers it gets a bit repetitive. Programming for a living is repetitive enough, how about some innovative games?

  3. Bullshit by superpulpsicle · · Score: 3, Insightful

    The last thing I need is EA dictating what the rest of the video game industry's need. What EA doesn't tell you is that the $50 cazillion budget incorporates fees paid to the NFL for exclusivity player licenses. It also includes lawyer compensation expenses.

    Gamers aren't fucking stupid. If only big name companies with a trillion dollar budget can make a PS3 game, this is the end of the industry as we know it.

  4. worth it by FzArEkTaH · · Score: 2, Interesting

    Hardware is expensive and good developers are expensive - also gaming is growing at such a rapid rate, even with all the expense, so they know that it will sell, and if it's a good game, well worth it in my eyes.

  5. Genese, SNES games $70 by PoderOmega · · Score: 3, Insightful

    Am I the only one who remembers when Strider for Genesis was and Street Fighter II for SNES was $70? Yes, they were cartridges and you could argue now that were more expensive than CD/DVDs to produce. The best bargain has got to PC games, price usually drops in half in 6-12 months. After 18-24 months they cost $20.

    1. Re:Genese, SNES games $70 by American+AC+in+Paris · · Score: 2, Insightful
      Am I the only one who remembers when Strider for Genesis was and Street Fighter II for SNES was $70?

      No, you're not. Fact is, video games are a better deal now than they've ever been. Not only are prices for top titles surprisingly low (even before factoring in inflation!), you're getting a ton more entertainment value out of your average title than you ever did before. A game that takes ten hours to finish is considered "very short" these days. Even just ten years ago, a game that took ten hours to finish would have been considered epic in its scope.

      There are plenty of things to complain about when it comes to modern games, but frankly, cost is not one of those things...

      --

      Obliteracy: Words with explosions

    2. Re:Genese, SNES games $70 by Knos · · Score: 2, Informative

      10 years ago, rpgs such as final fantasy VI (> 30hours) or dragon quest V (> 30 hours too) were released.

      --
      . . . . . . . .. . . . . . . .
      may u!sh 2 sm!le at dz!z bad nn.!m!tat!ion
    3. Re:Genese, SNES games $70 by American+AC+in+Paris · · Score: 2, Insightful

      ...and they were considered "epic" in scale, were they not?

      --

      Obliteracy: Words with explosions

    4. Re:Genese, SNES games $70 by ZephyrXero · · Score: 2, Insightful

      Playing through FF6 again, right now actually. Probably the best game I've ever played...love it. This was the game that got me to apreciate just how wonderful RPGs could be. That's all I've got to say :)

      --
      "A truly wise man realizes he knows nothing."
  6. Funny, but... by Anonymous Coward · · Score: 2, Insightful

    I always thought the difference between the first Metal Gear Solid and its two sequels is that the first one didn't suck.

    And exactly how is saying "graphics aren't everything" snobbish? If that's how we're defining the word, here is a list of other snobbish things to say:

    1 - Fashion isn't everything.
    2 - Syntax isn't everything.
    3 - Presentation isn't everything.
    4 - Make-up isn't everything.
    5 - Superficial nonsense isn't everything.

    Have you ever heard anything so snobbish in your entire life?

  7. MMORPGs are replacing them anyways by QuantumG · · Score: 2, Interesting
    The biggest factor preventing lots of people from playing a MMORPG is cost. Many more people try out "free trials" than go on to pay the subscription fee. Companies see a MMORPG as a big cash cow and try to keep the amount of actual development done on the game to a minimum.

    Open Source MMORPG projects are starting to put control back into the hands of the RPG community. Like MUDs before them, MMORPGs will one day be run by a community of volunteers. If players choose to pay those volunteers then all the better.

    The biggest thing holding this back is the creation of art: maps, character models, items, 2d graphics. There's a new project LessShift to develop this art. Will you help?

    --
    How we know is more important than what we know.
  8. Fairly standard by DamienMcKenna · · Score: 4, Insightful

    It seems to be a fairly standard business practice these days. Make suggestions that your product could go up in price and people subconsciously start preparing to pay more. That's also why new technologies are always expensive ("it'll be expensive to start because of economics of scale but will come down in price soon", then end up with $50 games and $30+ DVDs). It works, so why shouldn't they push it a bit more?

    Damien

  9. Trip Hawkins Mows My Lawn by King+Fuckstain · · Score: 5, Insightful
    " More people need to start following your lead. If you see a game that's priced out of the norm £40 for the UKers, $55-$60 for the Americans, etc...skip it."
    If more people waited 6-12 months to purchase a game, the length of time before the publishers dropped the price would just increase. You should be encouraging fewer people to wait 6-12 months. The more people who buy the game on the first day it is released, the faster the publisher will drop the price.
    "Last year, some publishers finally got smart, and gave us discount games like Katamari Damacy, Gungrave: Overdose and the ESPN sports titles."
    Bargain games are not exactly a new innovation. The only difference is that now major publishers are taking a cue from the cheapie companies and considering development costs when pricing their games.
    "Reward the good companies willing to stick their neck out like that, and punish the ones just trying to stick their hands out into your wallet."
    Stick their neck out? Yes. Not putting their hands into your wallet? No. The $20 price point some companies are releasing games at is merely an attempt to take a product that they don't believe will sell well at $50 and make it more of an impulse buy at $20. At the end of the day, they all want to get into your wallet and would be happy to it empty.
    "Eventually, the publishers will notice that there are pathetic sales for the games in their first weeks out of the game, and phenomenal numbers after the price drop. Then maybe they'll get it."
    The market functions nothing like you think it does. The companies want to meet a certain target of units moved at the $50 price point - calculated by market research. Once they believe that they've sold all the copies they're going to sell at $50, they'll lower the price. Waiting will merely lead to the company waiting longer because their research shows the game needs to sell X number of copies before they will lower the price. Look at the cost of Mac games and how long it takes for the price to be reduced on those - it's quite a long time. Then, look at the EA Sports line of games for the PC. Those are reduced in price much more quickly than the same products on the consoles because EA believes fewer people are destined to buy at the $50 price point.

    Finally, a post on Slashdot telling people not to buy games is going to in no way have any impact on an international marketplace, ever. God Bless.

    --
    Update For for the dupe. Not going well. Appreciate all the hate mail. Really encourages improvement.
    1. Re:Trip Hawkins Mows My Lawn by Some_Llama · · Score: 5, Interesting

      "If more people waited 6-12 months to purchase a game, the length of time before the publishers dropped the price would just increase. You should be encouraging fewer people to wait 6-12 months. The more people who buy the game on the first day it is released, the faster the publisher will drop the price. "

      Wrong, doom3 dropped their price in less than 6 months, halflife 2 is still going for 60+, they both sold about the same in the first few weeks/months.

      "Waiting will merely lead to the company waiting longer because their research shows the game needs to sell X number of copies before they will lower the price."

      No waiting will ensure that they go broke if noone buys the game at their artificially inflated 50+ dollar price...

      Do the math, 1 million games sold at 50 bucks, or 5 million sold at 20-30 dollars, which generates more profit?

      When you make the games affordable so anyone can buy them you will reduce piracy and generate bigger interest in the game.. anyone remember this little title called Serious Sam? How about it's sequel...

      ----------------
      I consider myself a liberal, does that count?

  10. Kismet... wow! by nacturation · · Score: 5, Interesting
    Everyone's commenting on the cost issue, but the full interview has some really great stuff about the Unreal 3 engine. Here's a snippet regarding Kismet, the scripting environment within the engine:
    I have a great quote from one of our team, actually, which describes it perfectly. He's one of our level designers who posted on a private development forum, describing what his working life is like now with Kismet.

    They were talking about Unreal Engine 3, and what he said was; "Nothing to do with graphics actually - the tools just ooze creative inspiration. I've never scripted or coded in my life, but our visual scripting - which I know is not an entirely new concept - is a fucking blast to work with. I've created levels with entire mini-games in them, AI behaviours, damage systems depicting various stun events and healing, cinematics, bizarre control schemes, even physically rolling dice telling me totals based on the angle of the surfaces facing upright when the object's velocity reaches zero, which I check every 0.5 seconds."

    "I've even coded a random level generator and I've needed virtually no interaction with anyone on the code side to make this work. We've had level designers implementing a fighting game in a level, a driving game with chase cam and effects, targeting systems and etc, with incredibly low learning curve. You could walk into a room in a deathmatch level and suddenly find yourself in the middle of a Dance Dance Revolution mini-game."

    "Just last week a potential licensee was in-house, and described the game they wanted to build and how one of their critical game mechanics was going to work. Literally within five minutes they looked over my shoulder, I'd built that core dynamic into a level of our game. The demo went incredibly well to say the least. "

    "Typically, I'll sit down with a new recruit, a designer with no scripting experience, for about two hours, and show them the basics of Kismet - how triggers work, characters, toggles, cinematic systems, conditions, variables and so on. Then I'll give them about a day to screw around with it. Within a day I'll see some absurd crap" ... Ah, I'm replacing swear words here! [laughs] "...happening in their levels that would have been an absolute nightmare to get going otherwise, even if they could describe what they were actually looking for to a programmer - and that communication would no doubt affect the outcome anyway."

    "The bottom line is that engine tools dramatically affect your creative process, and our engine has been designed with far more in mind than just pretty shadows."

    With all the new games requiring a dozen programmers or so, will technologies like this bring back the concept of the one or two person commercial game? Artwork is obviously still a major hurdle, but there are many places to purchase models if you need to. And, finally, anyone know if this will be available for mod developers with the next Unreal game, or only to those who fork over the big bucks for an engine license?
    --
    Want to improve your Karma? Instead of "Post Anonymously", try the "Post Humously" option.
    1. Re:Kismet... wow! by nacturation · · Score: 2, Funny

      The designers have close to 10 years of development invested in this, which is more than you can say for Source. The only company with more experience I'd say is id.

      Then again, isn't the Source engine based upon Quake 2/3? At any rate, Unreal 3 is quite impressive. When I saw the screenshots, all I could think of was the announcer saying "Holy Shit!"

      --
      Want to improve your Karma? Instead of "Post Anonymously", try the "Post Humously" option.
    2. Re:Kismet... wow! by greyhoundpoe · · Score: 2, Funny

      "You could walk into a room in a deathmatch level and suddenly find yourself in the middle of a Dance Dance Revolution mini-game."

      I sure hope they fix that bug soon.

    3. Re:Kismet... wow! by KDR_11k · · Score: 2, Insightful

      I just hope they kill off the Unreal 1 code this time and rewrite the pawn as one class instead of three layers of inheritance. All of these different layers make the code unreadable since you have to search three or four classes when you want to know what exactly that function does or how it's implemented. It took me a few days to get accustomized to Doom 3, to this day I still don't understand the code in UT 2004.

      --
      Justice is the sheep getting arrested while an impartial judge declares the vote void.
    4. Re:Kismet... wow! by KDR_11k · · Score: 2, Interesting

      Easier coding reduces the chance of bugs and therefore shortens both coding and testing time. Modelling might get more complex but the programs constantly get better as well. Just as normalmaps threaten to skyrocket dev costs ZBrush 2 appears on the scene and speeds organic hipoly modeling up by a huge factor. Unlike coding, which doesn't see advances very often, especially not ones avaiable to everyone at reasonable prices (say what you will but 2k for an app is still much lower than 200k for an engine), modeling advances at a steady pace. Texturing becomes easier with normalmaps since the bulk of the detail is now in the highpoly geometry. And besides, if you think modeling is painful and tedious work you're probably not someone who should do that as a job.

      --
      Justice is the sheep getting arrested while an impartial judge declares the vote void.
  11. The competition by b1t+r0t · · Score: 2, Interesting
    If they do this, they'll have a lot of competition from the used games market. It's not just mega-collectors like me with 2000+ games for a couple dozen systems who won't pay high prices (I wait until new games go down in price anyhow), but the average punter who heads down to the used games shop and has lots of low-priced used games to choose from. Not that everybody will go for it, but a lot will.

    After all, what do you think Steam is all about? It's about killing the used games market, though too little and too late.

    --

    --
    "Open source is good." - Steve Jobs
    "Open source is evil." - Microsoft
  12. With All Due Respect to Mark by inkless1 · · Score: 2, Insightful

    Would anyone expect him to say anything else? Epic is shopping Unreal 3 around to licensees. So ... do you think we would say something like "your production budget will go through the roof" or will he say something like "our tools are going to save you money while you make big games"?

  13. WTF? by oGMo · · Score: 4, Insightful
    "You know, people are such snobs, with this 'oh, it's not about graphics' thing. That's such nonsense. It's totally about graphics. What's the difference between the first Metal Gear Solid and the latest Metal Gear Solid? Right, it's - wow, the graphics!"

    This is a comment from a person who obviously never actually plays the games, just looks at marketing material and screenshots.

    The difference between MGS and MGS3 is mainly in the minor changes made to gameplay. Camoflage. Food. Survival. The "outdoors" world. These are mostly small, but they have a huge impact on the way you play the game. (There are also the enhancements to gameplay from MGS2, but these are also minor.)

    Sure, the graphics are nice, but you could have made this game for the PSX with its crappy graphics and pretty much had the same compelling experience.

    Who are you going to trust on this? Some VP from a 2nd-rate development house, or Hideo Kojima?

    Graphics are nice. Gameplay is king.

    --

    Don't think of it as a flame---it's more like an argument that does 3d6 fire damage

  14. His "Not about graphics" rant is idiotic... by BTWR · · Score: 2, Insightful
    From the article:

    "You know, people are such snobs, with this 'oh, it's not about graphics' thing. That's such nonsense. It's totally about graphics. What's the difference between the first Metal Gear Solid and the latest Metal Gear Solid? Right, it's - wow, the graphics!"

    Technically, he's right. Metal Gear Solid (PS1) is inferior graphics to MGS3: Snake Eater (PS2). But, the REAL statement should have been:

    "Why did the first Metal Gear Solid sell so well? It was an amazing game and it looked great. Why is Metal Gear Solid 3 selling so well? It's an amazing game and it looks great."

    Graphics are important, true. But gameplay FAR outclasses that for gamers. Why do you think Madden games sell every year? They basically look the same every year. What they tweak is the gameplay, the techniques, the challenge, etc. The graphics are hardly improved. KOTOR (xbox) and Super Smash Brothers Melee (Gamecube) weren't anything special in the graphics department (although they are both nice looking). They were amazing games, and sold accordingly.

  15. EA and others can't really expect this... by silentbobdp · · Score: 2, Interesting

    ...when I know of at least one game specialty store that's getting ready to add a "value" section on their walls EXCLUSIVELY of new titles 19.99 and under.

    Further, the prices for almost all the non-EA PSP launch titles have backed down from 50$ to 40$.

    The writing is on the wall and game prices are going down.

    --
    --Moo.
  16. Re:My Strategy by ZephyrXero · · Score: 2, Funny

    Still haven't bought a PS1 ...lol....I'm waiting for the PS2 to go down to $99 or less and just skipping it altogether ;)

    --
    "A truly wise man realizes he knows nothing."
  17. Re:And people wonder why I play old ass games by KDR_11k · · Score: 2, Insightful

    Why are you "behind" with those releases? Are your friends the kinds of gamers that always want the newest and greatest? If a game is outdated by the time it hits the bargain bin, was it really worth full price? Don't think of it as being behind, think of it as getting a better product (i.e. all the patches already available, you avoid any launch trouble) at a lower price. The only two PC games I paid full price for lately were Doom 3 and HL2 and neither was worth it. By the time they hit the bargain bin the first mods might be in usable states and you'll again get more for less.

    --
    Justice is the sheep getting arrested while an impartial judge declares the vote void.
  18. scalability and the cost of content by Bobtree · · Score: 2, Interesting

    The AAA-title end of the game industry is rapidly approaching a cost/benefit barrier that current development practices will not be able to surmount.

    Two facts are primarily responsible:

    1 - Reinventing game engine technology from scratch for every title is cost prohibitive and slow.

    "In the limit, all graphics rendering technologies tend to approximate ray-tracing [+ radiosity, etc]" -Unknown

    2 - Recreating game content (art and code assets) to take advantage of improving technology becomes exponentionally more expensive as we approach the asymptotic limits of "perfect" technical fidelity, and simultaneously offers diminishing payoffs.

    "They're selling us the same games year after year, with small incremental content updates" -any sports game fan

    Therefore, in the future, game technology needs to scale up/down freely with hardware capability and adapt "finalized" content to an appropriate level through pre/dynamic simplification or procedural/simulated detail increase.

    This is taking place to some extent already, with limited reuse and extension of game technology platforms and content in similar games and sequels (Unreal, Doom, Half-Life, etc), but the industry remains short-sighted and fails to address to-the-limit scalability.

    Current content and platforms are also overwhemlingly monolithic, and there's no hard limiting technical reason why there cannot be increasing modularity.

    Imaging playing a game using Doom's graphics technology, Enemy Territory's gameplay, Unreal's networking & mods, Half-Life's physics system, TeamSpeak's voice technology, and Xfire's buddy-list, or any such combination as you like, on any platform.

    Sigh. I hope I'm not too old and disabled to play games when computing technology finally grows up.