Analyst: Content Is "King," Gamers To Spend Less On DLC
See Full ImageWhile extra content seems like a universal positive in the gaming industry these days, many gamers don't like the idea of being forced to buy additional content...especially when they thought it should've been part of the original production.
According to NPD analyst Anita Frazier, the video game industry is just running all over the film industry in North America; the former averaging $47.79 per consumer per month, which makes this "one of the most transformative years" for gaming. In addition to saying the industry is "recession resistant," Frazier adds that content "drives the industry," and gamers won't pay more for downloadable content. It's not so much the DLC itself, but the pricing; after examining nine different types of DLC, Frazier believes the "honeymoon period" for DLC is over. Simply put, gamers just aren't dropping the cash on the pricey extras. Therefore, adding a single level at 1/3 of the full game's price isn't something that's going to yield dividends anymore. Frazier says it's about the current "attitudes and opinions" of the gamers and we should interpret these results as "directional reporting." So essentially, if the DLC is very reasonably priced, it'll likely be successful, but that premium-priced content hasn't been so hot lately.
The bottom line is something we've been saying all along- content really is king. It's great to be able to build and expand upon a game after it has been released, but that doesn't mean developers can slack off on the product, or purposely leave out content in an effort to make more money at a later date. The good news is that gamers clearly aren't interested in rewarding such behavior so maybe we don't have to worry in the future.
7/28/2009 Ben Dutka
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Comments (35 posts)
englishgolfer
Tuesday, July 28, 2009 @ 11:10:21 AM
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ohmikkie
Tuesday, July 28, 2009 @ 4:03:29 PM
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Highlander
Tuesday, July 28, 2009 @ 11:18:26 AM
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Some games get it right. Cross Edge has had a lot of DLC. The only DLC that was paid was additional costumes for the characters. The costumes provide considerable bonuses to characters in the game, but are not game changing content, so it's a perk, not an integral part of the game. There have also been something like 16 free DLC packs that conveyed additional items for you to use. This is a good way to do DLC since it doesn't feel like you're being asked to pay extra just to use something that is necessary to the game.
Wipeout Fury is a pretty good DLC pack, it adds tons of content and is only $10. With the new Fury content, Wipeout HD actually feels like twice the game. I'd rather pay for that kind of DLC than pay for a new game version. A contrast to the old days when we'd have a new version every 12-18 months for popular games, and pay full cost for each.
Burnout Paradise is another example of both good and bad. The Island has made changes through the whole game, not just adding the Island. Compared to a full price game, the $15 is a bargain. On the flip side, some of the car packs (Boost Specials I am looking at you) have been way too expensive for the content that they brought. Interesting to see a publisher learning how to do DLC and getting it both wrong and right with the same game.
I completely agree content is king, and maybe publishers are hearing that message and learning. DLC has evolved, hopefully it will continue to evolve as the publishers learn.
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Jawknee
Tuesday, July 28, 2009 @ 11:51:44 AM
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ohmikkie
Tuesday, July 28, 2009 @ 4:25:51 PM
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Wage SLAVES
Tuesday, July 28, 2009 @ 6:52:33 PM
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SkantDragon
Tuesday, July 28, 2009 @ 12:16:38 PM
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It's why I haven't bought 1943. Oh yeah, it's only $15 now. But it's from EA. They're gonna figure out some way to jack the customers. Maybe their plan this time is to entice a large audience with a low price at first, and then later they'll start offering 'slightly improved' weapons that you can rent for a 'small' additional fee... like say $5 per week...
See, they may or may not actually do that. But the thing is, it fits perfectly into the pattern of what they have been doing with each of their previous releases for the last couple of years. And so now, as a consumer, I believe that every release EA makes is going to have some sort of new trick attached.
Heck, EA's Battlefield 2142 on the PC installed spyware to watch your movements on the web, and then serve you ads in game based on what web pages you've been looking at. It's possible to combat such a thing on the PC, but what if an EA game installed something like that on your PS3? There aren't any tools to get rid of it. Simply installing an EA game or even a demo from them makes me feel nervous ever since. I feel like I need to research whether it is safe first.
EA's business practices have come to make me expect to be a victim of whatever their next 'get rich quick' scheme is if I play their games. So I stay clear of them now. And I doubt I'm the only one who's been paying attention.
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kreate
Tuesday, July 28, 2009 @ 3:13:41 PM
some of their trophies are glitched. with no patch update to fix them either. sometimes it works, sometimes it doesnt. dont know why.
Last edited by kreate on 7/28/2009 3:18:58 PM
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Alienange
Tuesday, July 28, 2009 @ 8:53:24 PM
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Deleted User
Monday, August 03, 2009 @ 3:21:32 PM
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www
Tuesday, July 28, 2009 @ 12:24:12 PM
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Ultimadream
Tuesday, July 28, 2009 @ 12:34:35 PM
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Nynja
Tuesday, July 28, 2009 @ 10:56:15 PM
Kudos to all developers (i.e.: Epic for awesome free UT3 content) who don't ram a $100 pole up the consumer's backside.
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PS3addict
Tuesday, July 28, 2009 @ 12:35:50 PM
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That games life blood is new content every Thursday. It is pricey, but if you want the tracks, you fork over the cash...
I doubt that they could reduce the price by much more considering overhed and atist kickbacks and royalties, but it does get expensive fast!
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fundando
Tuesday, July 28, 2009 @ 3:03:43 PM
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fluffer nutter
Wednesday, July 29, 2009 @ 1:44:27 AM
Last edited by fluffer nutter on 7/29/2009 1:44:47 AM
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King James
Tuesday, July 28, 2009 @ 12:40:38 PM
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When I can get a full game for $10-$20 (Stardust HD, R&C: Q4B, Battlefield, Fat Princess etc.), it makes me think twice about some $5-$9 DLC that doesn't add much to my gaming experience (i.e. Costumes, Maps, 1 or 2 bonus missions).
I think, with time, the pricing for these DLCs will balance out and start to make more cents.
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Swim_Irr
Tuesday, July 28, 2009 @ 2:19:40 PM
sorry... Couldn't help it.
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sticklife
Tuesday, July 28, 2009 @ 1:41:18 PM
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JPBooch
Tuesday, July 28, 2009 @ 1:45:03 PM
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DLC is here to stay, it's a cash cow for the gaming industry. One that the used game industry can't touch.
Last edited by JPBooch on 7/28/2009 1:46:11 PM
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WorldEndsWithMe
Tuesday, July 28, 2009 @ 2:38:48 PM
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Highlander
Tuesday, July 28, 2009 @ 3:28:58 PM
If a game takes 18 months to build, the DLC could require a 3-6 month development cycle. Developers will already have a separate team working on DLC a month or two before the game launches. That way the DLC will land on PSN/XBL while the game is still 'hot' enough to generate sales of the DLC.
So the DLC isn't ready to go at the time the game launches, but because they're already building it, they can talk about it.
Now, if all you download when you buy DLC is a code, then the DLC is already on the disc, which is a complete con.
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WorldEndsWithMe
Tuesday, July 28, 2009 @ 3:43:39 PM
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Nynja
Tuesday, July 28, 2009 @ 10:57:54 PM
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kreate
Tuesday, July 28, 2009 @ 3:17:28 PM
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why not just, not support this idea fully and not buy any DLC?
maybe if we answer with our $$$ the developers will listen?
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ohmikkie
Tuesday, July 28, 2009 @ 4:06:47 PM
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kreate
Tuesday, July 28, 2009 @ 4:22:41 PM
EX:Resistance1 maps, i bough it, just to find out nobody ever plays on those maps. so one time i made a public match and played on my own cuz i didnt want my money to go to waste,
the map was cool, but no one cared for it
-it was like I am Legend =(
i still buy the ones i really think its worth it. for some reason, at least for me, 10 dollars doesnt sound so much but when im not getting a physical media, i feel jipped.
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tes37
Tuesday, July 28, 2009 @ 4:16:19 PM
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JMO_INDY
Tuesday, July 28, 2009 @ 4:57:39 PM
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LinTr
Saturday, August 01, 2009 @ 1:29:55 PM
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I am stunned DLC made it this far. Getting 'nickle and dimed' vs. a total package game for a decent price seemed a no-contest to me.
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Stratsman
Saturday, August 01, 2009 @ 5:06:33 PM
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PaiNT_kinG
Monday, August 03, 2009 @ 1:27:25 AM
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Godslim
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Tuesday, July 28, 2009 @ 11:08:10 AM