In a recent blog post, former Epic Games designer, Cliff Bleszinski, gave his thoughts and views on micro-transactions, DLC, and free to play business models. He makes several good points regarding consumers unrealistic expectations towards game pricing. He also explains the purpose of DLC and continuous income for a game once it’s released.
Here are some notable quotes.
On the cost of making a game and what the consumer pays…
“Adjusted for inflation, your average video game is actually cheaper than it ever has been. Never mind the ratio of the hours of joy you get from a game per dollar compared to film.
To produce a high quality game it takes tens of millions of dollars, and when you add in marketing that can get up to 100+ million. In the AAA console market you need to spend a ton of cash on television ads alone, never mind other marketing stunts, launch events, swag, and the hip marketing agency that costs a boatload in your attempts to “go viral” with something.“
On the fact that people who make games don’t work for free…
“Another factor to consider is the fact that many game development studios are in places like the San Francisco bay area, where the cost of living is extraordinarily high. (Even Seattle is pretty pricey these days.) Those talented artists, programmers, designers, and producers that spent their time building the game you love? They need to eat and feed their families. (Something that the hipster/boomerang kid generation seems to forget all too often.)”
On the average gamer, who doesn’t mind purchasing an add on, if they want to…
“If you don’t like EA, don’t buy their games. If you don’t like their microtransactions, don’t spend money on them. It’s that simple. EA has many smart people working for them (Hi, Frank, JR, and Patrick!) and they wouldn’t attempt these things if they didn’t work. Turns out, they do. I assure you there are teams of analysts studying the numbers behind consumer behavior over there that are studying how you, the gamer, spends his hard earned cash.
If you’re currently raging about this on GAF, or on the IGN forums, or on Gamespot, guess what? You’re the vocal minority. Your average guy that buys just Madden and GTA every year doesn’t know, nor does he care. He has no problem throwing a few bucks more at a game because, hey, why not?“
Why DLC is so important for console game sales…
“Every console game MUST have a steady stream of DLC because, otherwise, guess what? It becomes traded in, or it’s just rented. In the console space you need to do anything to make sure that that disc stays in the tray. I used to be offended by Gamestop’s business practices but let’s be honest…they’re the next Tower Records or Sam Goody. It’s only a matter of time.”
On fans spending money on products they enjoy, including fan merchandise…
“No one seemed too upset at Blizzard when you could buy a pet in World of Warcraft – a game that you had to buy that was charging a monthly fee. (How dare console games have steady cycles of buyable DLC!) When I was a child and the Ultimate Nintendo Fanboy I spent every time I earned from my paper route on anything Nintendo. Nintendo Cereal. Action figures. Posters. Nintendo Power. Why? Because I loved what Nintendo meant to me and I wanted them to keep bringing me more of this magic.”
Regarding how video games have always been designed to cost money and the pay to win model has existed as far back as Donkey Kong…
“People like to act like we should go back to “the good ol’ days” before microtransactions but they forget that arcades were the original change munchers. Those games were designed to make you lose so that you had to keep spending money on them. Ask any of the old Midway vets about their design techniques. The second to last boss in Mortal Kombat 2 was harder than the last boss, because when you see the last boss that’s sometimes enough for a gamer. The Pleasure Dome didn’t really exist in the original Total Carnage. Donkey Kong was hard as hell on purpose. (“Kill screen coming up!”)”
On having the option not to pay for things you don’t want…
“Don’t like it? Don’t play it. Don’t like pay to win? You have the freedom to opt out and not even touch the product.
If you truly love a product, you’ll throw money at it.
You vote with your dollars.”
He makes a lot of good points, especially countering the the microtransaction argument towards the end.
What do you think?
You can read Cliff Bleszinski’s entire tumblr post here, which is even longer.
