vacancies advertise contact news tip The Vault
facebook rss twitter

Ubisoft believes that DLC "is pretty much accepted" nowadays

by Mark Tyson on 9 July 2014, 09:45

Tags: Ubisoft (LON:UBI)

Quick Link: HEXUS.net/qacghr

Add to My Vault: x

Ubisoft's VP of digital publishing, Chris Early, said in a recent interview with Games Industry that he believes the public acceptance of DLC is on the rise. "Maybe there were 12 guys somewhere who said something, but whatever. As a whole, there wasn't a problem," opined Early.

Consumers are said to be increasingly likely to embrace digital purchasing methods, whether its full-game downloads or microtransactions. The decrease in resistance and change in player's attitudes towards monetisation models in the industry are said to largely relate to design changes which make gamers feel more comfortable and less forced when purchasing content.

"I think there are some models that are accepted now. DLC is pretty much accepted," Early said. "Season pass is pretty much accepted. Now it's interesting when you start to think of Season Pass as a Service Pass. For our Season Pass holders, I know we hold events for them specifically, so it's little bit more than just DLC content. So there's an evolution going on there."

An example of a successful DLC was last year's Assassin's Creed IV: Black Flag. The options to purchase 'Time Saver' downloadable content packs were not game-breaking inclusions, but sped up the player's progress by revealing certain locations or providing additional resources.

Early also said in the interview that the industry now concentrates on making the players feel like they are paying for content which enhances the game, rather than filling in the gaps of a fragmentary gaming experience. "Where it hurts is when you feel like you're forced, or you're at a disadvantage or can't do it unless you [pay money]. That's kind of a remorseful feeling, and nobody likes that," he explained.

Demand for digital products has also increased noticeably in this console generation, with consumers more likely to be downloading full games instead of buying retail copies. "I don't know whether it wasn't as easy before or wasn't as clearly messaged on previous generations, but there is definitely a lot more digital [demand], to the order of two to five times as much digital activity on some titles than there was on the same title on old-gen machines," Early said. "It's not just that they might have made it easier. To me, that means that people want it. I probably wouldn't have guessed there was that much pent-up digital demand."

It seems like games industry executives are extremely interested in pushing the line of acceptability for squeezing money out of customers. Now we all seem to accept DLC coming in the wake of a big game launch. However another games industry giant, EA, recently got its knuckles rapped for "misleading" customers about in-game microtransactions, so sometimes the worm can turn…



HEXUS Forums :: 56 Comments

Login with Forum Account

Don't have an account? Register today!
I think Steam is the only DRM i happily accept. Uplay, Origin, Yuplay, GFWL and the multitude of others I cant stand. So the DRM needs to be done properly, and I personally prefer only having to deal with just the one type of DRM.
'DLC' was pretty much always ‘accepted’ anyway, gamers have been buying expansion packs since the 90's. What irritated people was that companies were no longer finishing games in their own right and simply expanding them after release, they were foisting ‘pay to get the rest’ game designed 0-day DLC on gamers. To the frequency and degree that the development model and DLC became synonymous very quickly.
DemonHighwayman
I think Steam is the only DRM i happily accept. Uplay, Origin, Yuplay, GFWL and the multitude of others I cant stand. So the DRM needs to be done properly, and I personally prefer only having to deal with just the one type of DRM.
DRM or DLC? Different issue. And, as it happens, Steam is one form of DRM I will never accept, happily or otherwise. I'd rather games be DRM-free, but understand why many companies regard it as necessary. But Steam is way too intrusive for me. I'd give up gaming entirely before using it.

HEXUS article
Ubisoft's VP of digital publishing, Chris Early, said in a recent interview with Games Industry that he believes the public acceptance of DLC is on the rise. “Maybe there were 12 guys somewhere who said something, but whatever. As a whole, there wasn't a problem,” opined Early.
I wonder who the other 11 are? Hi, guys. ;)

HEXUS article
Now we all seem to accept DLC coming in the wake of a big game launch.
Erm, not all. It's enough to stop me even considering buying a game.
DLC is such a broad term, covering full expansions of games to crappy little pointless extras and add-ons. DLC being accepted is entirely dependent on what the DLC is and what a gamer wants from their game. For me I can get by without a new hat for my main protagonist but will happily indulge in a full expansion that adds a new dimension to a game.
aidanjt
'DLC' was pretty much always ‘accepted’ anyway, gamers have been buying expansion packs since the 90's….

To me, Expansions and DLCs are very different. Expansion packs (generally) seem to offer a whole new way to play the game and give a lot of new content - like buying a new game!
DLCs…just give some new maps? New equipment? Is that it?
DLCs are too small, and the price we pay for them are too high.