Slashdot Mirror
Game Developers Should Ignore Software Pirates
wraith808 points out a story about remarks made by the CEO of software and game development company Stardock about sales in the PC game industry. His suggestion to other developers is simple: ignore the software pirates. From Ars Technica:
"'So here is the deal: When you develop for a market, you don't go by the user base. You go by the potential customer base. That's what most software companies do. They base what they want to create on the size of the market they're developing for,' Wardell writes on his blog. 'But not PC game developers.' Don't let people who aren't your audience control the titles you make, and ignore piracy. This is much like Trent Reznor's strategy, although the execution is different. Instead of worrying about pirates, just leave the content out in the open. The market Reznor plays to will still buy the music; he's simply stopped worrying about the pirates. He came to the same conclusion: they weren't customers, they might never be customers, so spending money to try to stop them serves no purpose."
Perhaps this is something that Microsoft should embrace for their own good...
"You mortals are so obtuse." -Q
TFA says "stopping piracy" is irrelevant.
That is... it doesn't matter to you, the profit-minded game publisher, how many people play your game. All that matters is how many people buy the game. If spending money on copy protection doesn't actually increase sales, then that money has been wasted: you would've been better off using it to make the game better, or just keeping it in the bank.
Strong copy protection might stop people from playing games they haven't paid for, but that doesn't mean it makes them go out and buy legitimate copies of those games. It might just make them move on to a different game (freeware or more easily cracked payware), or spend their time watching TV instead.
Visual IRC: Fast. Powerful. Free.
Copy protection works for software. The error that most people seem to be making is thinking that if it doesn't stop everyone it failed. That is not true. Reznor's argument is only partially correct, only higher level pirates can not be converted. Lower level pirates can be, and they are more numerous. This also means that the most intrusive and questionable anti-piracy methods do not need to be used.
On numerous gaming forums over the years I have witnessed a recurring story. Kiddies saying: I burned a copy of my friend's disc and it didn't work so I went out and bought my own. Copy protection worked.
On a larger scale I am familiar with selling academic software in a university bookstore. I've seen required software sell 1/15th of what the required textbooks sold, software that was initially released without copy protection. The developer then added some copy protection, simple and easily defeated copy protection, a package that is known and had pre-existing cracks. It worked, the next quarter's sales of the required software was nearly in line with required textbooks. Copy protection worked. I'd like to add that this was in a university environment, no shortage of people with the technical knowledge to crack the discs for someone else. Also, these were pretty inexpensive software packages, the textbooks came with coupons reducing the price to about $30.
Most pirates will pirate software if it is trivially easy to do so, regardless of a low price. If you erect some sort of barrier a large number of these will buy.
Trying to stop all piracy is futile. But not using simple non-intrusives copy protection does cost sales. There is an optimal point balancing protection and incompatibility, and it is not zero protection.
they give you (or don't hinder you from stealing) the single player to entice you to buy the multi.
Imagine if blizzard gave away a single player WoW that you could play over hamachi with your friends...maybe you would even play it A LOT over hamachi with your friends.....but eventually (because the game is so good) you will want to play it online with more ppl. you weren't going to buy it anyway before you played it....what did they lose by giving you a piece of it?
that is pretty much exactly what occurred with sins of a solar empire with me. got the torrent, got sick of beating the shitty AI at a great game....played my friends (who also got the torrent) on hamachi (when they wanted to)...felt shamed for stealing such a great game (gasp) and wanted to be able to play whenever I wanted to...then bought it.
I am an unrepentant software thief and I bought soase. Maybe there is at least a tiny bit of truth to what he is saying.
I am not disagreeing with what you say in your post, just pointing this out.
[quote]As evidence that more accessible titles do better, Wardell points to not only the success of games like The Sims, but also of Sins of a Solar Empire--a low-budget, real-time strategy game published by Stardock that's reportedly sold 200,000 copies in its first month already. To put things in perspective, Call of Duty 4: Modern Warfare sold 383,000 units within its first couple of months of release. Unlike COD4, Sins of a Solar Empire didn't benefit from huge media coverage, and it doesn't even have copy protection--something Wardell says Stardock chose not to include because "the people who actually buy games don't like to mess with it." He adds, "Our customers make the rules, not the pirates."[/quote] http://techreport.com/discussions.x/14383 I'd say this guy knows what he's talking about.