Game Devs Using One-Time Bonuses to Fight Used Game Sales

ShackNews reports on an emerging trend which sees game publishers offer one-time bonus codes to unlock extra content for certain titles. Rock Band 2, for example, comes with a code which will allow free 20-song download, but is only usable once. NBA Live '09 has functionality to update team rosters on a daily basis, but will only do so for the original owner. "'This information and data is very valuable and it wasn't free for us,' an EA representative explained on Operation Sports. 'T-Mobile is paying for it this year for all users who buy the game new. This is a very expensive tool to use, and if you don't buy it new, then you'll have to pay for this. It isn't greed at all.'"

Comments

Better than root kits

[the eric conspiracy]

This is not only aimed at the used game market, but pirates as well. Personally I'd rather see this approach than a root kit and a limited number of installations.

Re:Better than root kits

[Majik Sheff]

Agreed. Incentives to encourage the desired behavior are much better than punishments based on the assumption that all of your customers are hostile.

Re:Better than root kits

[narcberry]

These incentives don't work.

1. Good boys and girls get a bonus for being good.
2. Bad boys and girls figure out how to also benefit from these bonuses.
3. Devs panic and institute some ridiculous mechanism that typically only hinders the good boys and girls.

Example:
1. Everyone that purchases a new copy of a game at release will get a bonus 5 maps.
2. These maps are quickly torrented and now everyone has them.
3. Devs ban these 5 bonus maps from play with a game update. Only players that download and install a EULA-breaking crack will still be able to play these maps.

Re:Better than root kits

[Anenome]

Problem with this is rooted in a basic economic error. The value of an item also, in part, is due to its resale value. The more publishers degrade the resale value the less the item is worth upfront. This is why attempts to outlaw used game sales, or demonize outlets that resale games don't have a leg to stand on. This method of devaluing only the resale value to the secondary market will still have an impact on the upfront price. Games will be worth less to buyers because of a move like this. Therefore, games will sell less than ever. Which will create a vicious cycle because publishers will likely conclude that they need to take even stricter measures against piracy, when the truth is they simply devalued their own product and would see more sales without the restrictions.

EA as usual

[Original Replica]

So consumers get jerked around when they rent a game from EA? That's been true for a long time, EA pretty much sucks when it comes to respecting the customer. Don't buy EA games, even under the Maxis title. If you do, then expect to be treated like a chump.

Re:Another such incentive...

[WDot]

15 years from now, when people are picking up the "classics" from this generation, they won't get the full experience that people today got because the game may not be being sold new.

I like this analogy better: It's like you buy an album, and you get a free downloadable track that's a super awesome track. You got it because you bought the album new. Somehow, the RIAA comes up with a magic uncrackable un-analog-recordable DRM that means this bonus track never finds its way to torrent sites. Now 15 years later the original album goes out of print, but it's a bit of a "cult classic." People download the CD from torrent sites or iTunes and enjoy it, but nobody at the label ever bothered to put the "super awesome track" in the iTunes version of the album. Well sure, you have all the tracks from the OFFICIAL album tracklist, but that super awesome free track that everybody raved about 15 years ago is lost in time and space, unless somebody at the label decides to confer the priviledge of hearing that track again to you.

Until all game distribution goes digital (and even when it does), I believe some of these little extra bits will get lost. Personally I'd prefer it if the game came with a really nice poster or plastic figure or something in the REGULAR version of the game. Not the $100 "Collector's Edition," I mean the $60 regular shmuck's copy. It's a nice incentive for customers who buy it new (who's going to sell it to a used game store along with the plastic figure?), and it doesn't take away from the game experience if you don't.

If you look at the average anime rack in DVD stores, new releases are packed with toys and art books and soundtracks and all kinds of stuff to convince you to pay $30 for 4 25-minute episodes. That's the way to do it.