App Store Developer Speaks Out On Game Piracy
theguythatwrotethisthing sends in a write-up of his experience releasing an iPhone game on the App Store. By using a software flag to distinguish between high scores submitted by pirates and those submitted by users who purchased the game, the piracy rate is estimated at around 80% during the first week after release. Since a common excuse for piracy is "try before you buy," they also looked at the related iPhone DeviceIDs to see how many of the pirates went on to purchase the game. None of them did.
Harrr!
But seriously, I think the app store really needs to give you a trial period before you have to pay for apps. So many of the programs out there are crap, I'm not willing to pay for 5 programs just to find one that does what I want.
We hope your rules and wisdom choke you / Now we are one in everlasting peace
It seems strange to me considering the pricing and how much more convenient it is (at least IMO) to just use the App store. In fact, all the apps I've got on my iPhone are from the App store and were either free there or I paid for them.
That's not to say I'm fervently anti-piracy, I'll admit that I've downloaded a fair amount of movies, music and software in my life but it's almost always been because it was too expensive, not yet released where I live or simply much more convenient to do so.
As an example, a piece large expensive "professional" software that I want to use at home for fun or some minor non-commercial purpose isn't something I'm about to pony up $300 or whatever it costs for (I try to use open source when there is a good alternative), I've also downloaded games simply because I wasn't willing to pay full price to play it once for a few hours with a friend or two and then never play again. As for music and movies it tends to be a combination of pricing ($20 for an album I've never heard that probably only has a handful of good songs?), convenience (DRM) and it simply not being available where I live yet (woohoo, ordering Region 1 DVDs from the US). But a $4 iPhone game that can be downloaded in a minute at the click of a button? That seems pointless to me...
/Mikael
Greylisting is to SMTP as NAT is to IPv4
How exactly do you set a software flag to determine whether it's pirated or not?
One interesting note is that the most pirate scores are submitted for Story level, then Rounds, then survival. This is the same order that the game types show up in our menus. This may point out that Pirates generally have a lower attention span – they quickly move on to the next game.
There's a really good reason why pirated scores are submitted in that order, and I would tell you, but there's a shiny red ball outside and I gotta catch it.
BRB
Without knowing exactly how this so called "Pirate Flag" works we cannot say that it is recording correct data. Frankly an 80% piracy rate seems a little difficult to believe given how most iPhone users I know use their phones (most use stock firmware, since they're still on warranty, and people have spent up to £800 and don't want to 'brick' it).
Most iPhones owners are happy to use the App' Store and iTunes. That is one of the reasons they purchased the device, to give them access to a huge array of high quality applications.
If I were this developer, I would display ads to the pirates, be it within the game or on an HTML formatted score board. This would hopefully recoup some of the lost money, and would keep everybody happy. I would be interested in their take on the idea.
Sig: I stole this sig.
have they ruled out the reason why they haven't sold any to those pirates is because...they aren't really pirates but people who despise the App Store and it's restrictions?
Are you suggesting that these so-called pirates are actually peaceful protesters performing civil disobedience? MLK Jr. would be so proud!
When I did pirate back in the day it was mostly because i simply couldnt afford the things i wanted. Now that I CAN afford to buy the software i need, i NEVER pirate. Those that pirate are rarely going to pay, those that dont pirate usually will pay. Pretty simple really. For me personally,I cant tell you how freakin giddy i was the other day when i bought an mp3 off amazon the other day for $.79. I selected, purchased and downloaded it in the time it took to install itunes so i could do the same thing.
Good-bye
I work in a communications squadron, and I know at least 15 people with iPhones ---- I only know of one of them that has jailbroken his phone, and that was specifically for the purpose of switching carriers. So.... is my sample unusual because of a higher-than-normal standard of integrity (military personnel)? I mean... these are comm geeks; jailbreaking a phone would be trivial.
I am the iPhone developer for the Notifications app (see http://www.appnotifications.com/). On the first day my app was published on appulous (that happened very quickly after my app was on the appstore), the piracy rate was 99.3%. On that 99.3% I had about 1% who bought the application after trying it.
That was in the beginning of September, I now have a total piracy rate of about 50%. My app requires network and connects on my server, therefor my stats are pretty accurate. I think the piracy rate would be way higher than 50% if my app did not have to connect to my server.
http://blog.penso.info
I must admit that prior to the days when I had money to throw away on games as I saw fit I truly did pirate a game now and then for the sake of a trial period. I found it effective, but mainly in convincing me not to buy the game. And see, there is this unexpected factor I discovered, actually only recently, that severely impacts this chain of actions...
Basically it amounts to this: I find, all too often, that many games are not worth playing beyond the amount you normally get in a demo! I have downloaded so many demo games, especially racing or fighting games, on the PlayStation Network or XBOX Live and found that... well that was enough. To spend $60 more dollars simply to add a few levels and get the same experience was not a valuable prospect for me.
I won't try to claim that any significant portion of these piracy observations can be explained by what I'm describing. I would say it's not without merit though. In these days, there are so many games. I mean, honestly, I think there are more games released in a year than I could humanly play through in their entirety. Even filtering out the disinteresting games I would still never have the time, given work and other responsibilities, to finish anywhere near say, 10% of the releases in a year.
So to go from trial period to purchase, especially on a game that's likely a shallow me-too on the iPhone... well let's demonstrate the thought process with another nugget: I have downloaded probably 25 different "Light" games and never even tried them before I deleted them because I simply lost all interest.
I read the script, and I think it would help my character's motivation if he was on fire. -Bender
the piracy rate is estimated at around 80% during the first week after release. Since a common excuse for piracy is "try before you buy," they also looked at the related iPhone DeviceIDs to see how many of the pirates went on to purchase the game. None of them did.
Interesting answers to irrelevant questions.
Here's the money question: How many sales were displaced?
Suppose we want that information: Can you think of a test which would detect displaced sales?
Stop-Prism.org: Opt Out of Surveillance
If you slash the price of the game in half in a few months and re-advertise it (like Steam has been doing with their weekly sales), then you will see another jump in sales. If you cut it down to 1/4, you will get even more sales. Some people think $4 is a good price, but others won't pay more than $2, and still some will wait for the $1 or $0.50 sale.
Each step allows you to reel in more buyers, because everybody has their own price threshold.
Games depreciate in value quickly--that's just how it is. Eventually the game won't be worth anything to anyone. Then you should give it out for free, along with a big fat advertisement for your next game. You ARE working on the next game, right?
Some people wouldn't pay a cent for the game in the first place, and they are the real pirates. You can't negotiate with them, so don't even bother. It's wasted development time to fight them. Even if you somehow make your game unpirate-able, they will just ignore your game and find something else to occupy their time.
What you CAN do is try to net the would-be pirates who simply have a lower price threshold. Also you might net a few guilt-ridden pirates who think they are "redeeming their sins" by eventually buying the game they pirated, even though it's been a few months since release and the price has dropped significantly in the meantime. You might also pick up a few people who just like thinking they're getting a good deal.
They would only continue to crack and use the ad-free versions. It's been tried before.
Software pirates have an inflated sense of entitlement (which is why they are circumventing the payment structure instead of either paying for things or suffering the indignity of not having access to things they refuse to pay for in the presence of a payment structure); settling for second-class software versions is not part of their agenda.
I would only ask pirates not to fool themselves into hypocrisy over what they are doing, making excuses and deflecting guilt. Realize that you are a psychopath, whether you decide to hide the fact or not. :)
Is it free or not?
Jokes apart, compare this with World of Goo feedback. Given that 80% of WoG players could have a pirated version of the game, still devs don't complain and indeed made a give-us-what-you-want birthday sale.
And apparently it worked.
Apparently people want freedom to do what they want with their devices, they want to install what and from where they prefer.
The app store model is broken...too much control in Apple's hands...people don't like this so the chances that they'll use a pirated version are higher.
I don't own an iPhone, but a PS3. When I had to sign up to play SF4 online on their PSN I was so mad at them. Sony doesn't own my PS3, they don't own the copy of the game and don't own the connection used to move data between my host an other players.
Again, the point is simple: piracy will always be there, and most of all, don't think that the 80% of pirated copies would translated automatically in sold software. You're wrong.
Ciao!
To start out with, I would like to mention that I have pirated a lot in my lifetime. I pirated more when I was unemployed and poor, because I had lots of time and less money. I still pirate some, but nowadays I also buy more now that I am earning good money. But anyway, here is my viewpoint of piracy.
Most of the excuses pirates use are just that, excuses.
* Try before you buy! It does happen, but rarely.
* Everything sucks! Then why are you pirating it in the first place?
* Damn the evil publishers!! You really believe most pirates are like that?
Want to hear a valid excuse
* It is free to pirate, so I don't have to worry about money.
Now, you will here people mention that these games aren't really that expensive. But that misses the point. There is a huge difference between cheap and free, and it affects behavior a lot. When something is free, you can consume it without feeling like you have to get value out of it. And that gains a certain amount of freedom which is very difficult to compete with if you are trying to charge for a product.
Now, the article in question I actually found was fairly unbiased. It did mention that piracy is high as soon as the game is released. This is not strange at all. As pirates have no restrictions on them in regard to money, they will play whatever they feel like. And the newest thing on the market is simply an easy target.
This may point out that Pirates generally have a lower attention span they quickly move on to the next game
This is a nice observation in the article. I would say that it isn't attention span per se. It is just that pirates have a fare wider selection of items to select from. Again, having to do with the freedom I mentioned above.
The author goes on to discuss ways to combat piracy. And here I want to mention an important thing. If you use piracy protection to fight against piracy, then you are using it wrong. If you use piracy protection to steal customers from a competing product that doesn't have piracy protection then you are doing it right.
If you fail to understand the difference, it is simple. Pirates buy products too. And they are more likely to buy something if they get value out of it beyond legal ownership. This is why authenticated multi player mode is a very efficient piracy protection mechanism. It gives the pirates something that they want to buy, without providing any negative effects on other customers (who may or may not pirate other products).
It is the same in other businesses. If a pirate has to decided between buying a CD of one artist, or attending a live performance of another artist, guess what they will choose. Same with DVD vs. movie theater.
Of course, there are always pirates that won't buy anything. Either because they have no money, or because they intend to use that money for other things. But, those are the kind of pirates that simply aren't worth spending any effort on. At best you can hope that their money habits will change over time, and that you as a developer will be a beneficiary.
This is the RIAA fallacy, presuming that all pirated copies represent lost revenue.
Unfortunately, I can't think of a good way to test for it, but you are right on about the issue. The issue is NOT how many people got a copy without paying. The issue is if it was impossible, how many people would have payed?
Reason this is important is because it tells you how much it matters to actually try and fight against it. Fighting copyright infringement takes time and money. Also, the more onerous the DRM you introduce, the more you piss off legit customers and thus the less money you make. So the trick is to find the best balance that gets you the most sales. To do that the most effectively, you need to know how many copies are actual lost sales, and how many would have just done without.
You can compare it in some ways to shrinkage prevention at a store. All stores have problems with shoplifting, and in that case there is real loss since you lose the value of the item stolen. Ok well you could certainly reduce it a whole lot by hiring armed professional guards and forcing all employees and customers to undergo a strip search when they leave. You might even come close to zero. However, the problem is your business would go bust because nobody would shop there, never mind the extreme cost of such security. Thus stores don't do that. Their goal is not to stop all shrinkage, their goal is to maximize profit and that means stopping as much as they can cheaply, and without driving customers away.
Same deal with copying software. I suspect you'd find that a rather large number of the people would simply do without. They aren't lost sales, they would buy it if they couldn't have it for free.
This being the same MLK Jr who plagarised large portions of his doctoral thesis? I'm not sure he would be in the best position to criticise copyright violation.
I have roughly the same statistics at work, except it's 40+ iPhones and 2 jailbroken (although 5 others have had them jailbroken in the past, but then went back). Most of them are programmers who buy into the whole free software movement, so you'd think all of them would be jailbroken.
“Common sense is not so common.” — Voltaire
This is probably not a story of 100% being a pirate or anything, but mostly a landscape of lighter and darker grays.When I started buying game, i bought a lot. Why ? Despite good reviews, a lot of them ended up being utter crap, or with a lot of bugs. So I started "pirating" them game to check them up, then if they were crap I would not buy them. But nowadays ANOTHER problem has cropped up. The game is very very very short. So while I try the game I already finish it in the afternoon. Should I buy it since I enjoyed it up to the end ? Yes I should. But I do not. And usually there are no demo or the demo come LATER. So in a way I am depriving of my money a few software developper and it is not justifiable. But OTOH pirating to get a demo, *IS* justifiable, it avoided me a lot , and I mean a LOT of stinkers. Nowadays i do not even need to pirate. i jsut rent the game (it is in gray zone here around). And i buy on regular basis the game when I like them. I even bought some game which were not findable for more money than the publisher originally asked for, (5-10 euro more) after trying the game and not finding it easily. one such example was Okami, after I tried it at the videothek. So no, it is not only black and white.
... like the body or the subject!) " yeah, my bloody cat DID indeed paw on the mouse and somehow submit the post while I was writing the title
A final word : sicne i started renting game / pirating them my disposable income directed toward the game industry has increased. Because now that I know that what I will buy is GOOD, I buy witghout a remorse. Earlier I got stinged so much that I hesitated or even pushed a sale for later. Not to be burned again. So pirating/renting has allowed the game indsutry to make MORE money from me, even if actually some of the stuff I tryed would be coutned as LOST SALE due to piratery at high sea.
That said "Cat got your tongue? (something important seems to be missing from your comment
C. Sagan : A demon haunted world:
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That every pirated copy is a lost sale. If he's thinking "I could have made five times as much" then he's very mistaken.
No sig today...
Wait... so you bought an iPhone despite not liking the terms and conditions that you agreed to when buying the iPhone? So you go out and pirate some independent developers game as a means of getting back at Apple for those terms that you voluntarily agreed to... and this somehow makes you not a pirate?
This is quite possibly the dumbest explanation for piracy I've ever heard.
-- "So they told me that using the download page to download something was not something they anticipated." - Bill Gates
There is an error in you math.
Dead people don't get money.
They hated it so much that they got high scores playing something they couldn't stand to play.
I'm wondering if his methodology is bad. I haven't read TFA as yet but it seems from scanning the posts here that he was comparing the deviceID that purchased with the deviceID that posted the score... in which case, how is he accounting for the fact that users are specifically allowed to share their apps with up to 5 devices?
I do this all the time between my wife and I. We download games for our kids to play as well as apps and music for ourselves when we find them... then sync up the phones via iTunes (as we are specifically allowed to do) - so that we can share our household purchases between the two phones.
If you assume a maximum of sharing.... take a sample of 100 downloads, then share it out to 5 people = 500 downloads, using his method you instantly have an 80% pirate rate!!!!
A fool throws a stone into a well and a thousand sages can not remove it.
His game didnt sell well because the game "TAP-FU" sucks. Word of mouth traveled fast as soon as it released on Toucharcade.com and others. Many had felt that it had too few levels, and variation to its gameplay. You actually repeat the first level 3 times. Honestly i gave up after the 3rd level so i dont know if there is anything different after. Why? BECAUSE THE GAME IS BORING.
He says pirates use the excuse of "Try before you buy" but he fails to tell you that he did not provide a trial version version on itunes for people to try before buying. Typically this is known as a "lite" version, that is free on iTunes for people to demo before they buy.
So his try before you buy statement is incorrect. There was no way to "Try before you buy" his game, unless you pirated it.
Now what happened, is most people that pirated probably had the same experience as those who paid for it (such as myself).... and that is... IT WASNT WORTH BUYING.
Lets go back to the fact that there was no Trial version on iTunes. When a paying customer finds out that he bought something he is not satisfied with, and he understands that he cant get a refund due to itunes no return policy... even for $1.99, an unsatisfied customer will spread the word of his dissatisfaction. Multiply that by X amount of early adopters and factor in the great power of word of mouth on the internet.
The game was bad. I'm sorry. There are PLENTY of game companies that have started up just because of the success of the App Store on iTunes. Many developers have quit their day jobs and have written very succesful apps that have made them a great deal of money. Some as much as $250,000 in two months (Trisms game dev... and others... just google it)
App developers are making a good deal of money on their Apps. Dont blaim piracy for your poorly designed game that is a rip off of Street Fighters artwork, and a poor attempt at remaking nintendo's Kung-Fu. I admire your efforts to develop the game, and there is potential for it to be good... but there wasnt enough content, the animations were poor, and it lacked finish.
Pirates may have not paid for it, and they may even continue to play it as you state by your scoreboard data... but that doesnt mean it was worth it to them to buy.
OF COURSE... piracy is a concern to all developers... however one must have a piece of software worth buying before you start complaining that no one bought it.
Tap-Fu has 8 reviews on iTunes... and Fieldrunners has 2583 reviews. Granted Fieldrunners has been out for a while now, but it was an instant success that climbed to the top of the iphone app sales list the second it was available. It has made the developer a lot of money, and it is being ported to other platforms...
Piracy didnt stop Fieldrunners. It faced the same circumstances.... except, it was an incredible game worth buying.
From Toucharcade:
"Ethan Nicholas is one of the big indie success stories of the App Store. Nicholas quit his job back in January after his tank artillery game iShoot grabbed the #1 spot in the App Store. Nicholas reportedly made over $800,000 within five months."
This is just one of MANY games that made a crap load of money via legal sales on iTunes. Such games as that include, Trisms, Space Invaders: Infinity Gene, 2 Across, Fieldrunners, Real Racing, Madden, Tiger Woods, Need for Speed, Flight Control, AIM, Baseball Stars, Texas Hold'em, Rock Band, Tap Tap Dance, and MANY MORE....
These games have made a lot of money in very short time. Trism's made the indie developer, $250,000 in 2 months. 2 Across, also made an indie developer $1800 a DAY in sales. Tap Tap Dance, made $6,927 a week when it launched. Now Tap Tap has several games out, which are HUGE successes for an indie developer on the iphone. You can only imagine how profitable they are now.
This developers game (Tap-Fu) is bad. Its not a good game. Its not even a complete game. Its missing most of the story mode, as it hasnt been made yet. It has very simple gameplay that really doesnt work well.
There was no trial version for the game. Many games have free trial versions known as "lite" versions on iTunes. The developer tries to shoot down the idea that warez users tend to try out software, then some possibly buy it.
Frankly by not providing a free trial version via itunes, he forced people to try out a warezed version.
I bought Tap-Fu after reading about it on Toucharcade.com. It looked promising, but it fell flat. Its bad. iTunes has a no return policy.... perhaps that forces more people to use warez versions because the proof is that... PEOPLE DO BUY these apps legally... IF they are good and worth it. These companies do make good money selling them. The App store has helped keep the indie developement scene alive. Many people have quit their day jobs to code Apps full time that generate $200,000 in profit in 2 months.
TAP-Fu was simply not a good game. At least in my opinion
The fact is, all of those games I mentioned above have made a LOT of money, under the same circumstances as this developer's "Tap-Fu" game. They all faced the "threat" of piracy. The difference is, those other games were worth owning, and Tap-Fu is not. That's the real reason why its not selling well. Not some silly piracy excuse.
The developers score board data is certainly interesting, but it is not proof of ANYTHING, other than people didnt find his app worth buying. MOST apps arent worth buying, or even installing illegally...
There are a good handful of ones that are... and they do make money. Lots.