Used Game Market Not the Problem, Lack of New Purchase Incentive the Real Issue

by Chad Lakkis on November 3, 2008 at 12:57 am

Look, I’ve been reading a heap of articles lately citing both the Eurogamer and GI.biz sit down with Frontier Developments’ founder, David Braben, and I simply couldn’t take it anymore.

For those of you that missed the hoopla, Braben’s gripe is that the used game market will eventually kill the single player aspect of games and force all developers to focus instead on multiplayer due to its high replay factor. While I agree that multiplayer does offer a much higher replay value, I certainly don’t agree with his proposed fix.

My argument is that for every game there are two versions. One is personal, not for resale and it’s made abundantly clear you can’t sell it. And it’s made available for something like GBP 25 [$40]. And a resale and rental copy, which in film is actually about GBP 80 [$130].

Huh? That has got to be the most ass backwards solution I’ve ever heard of. I understand the need for a developer to generate higher revenue, but handcuffing a consumer to their product is not the answer.

The better solution, which is admittedly more difficult, is to come up with incentives that motivate gamers to buy games new. Companies and retailers alike are already putting this plan into action. Look no further than the upcoming release of Gears of War 2 to see this in action. Those who buy the game new will get access to fan favorite levels from the original Gears. Other titles like LittleBigPlanet have been offering up tons of exclusive costumes, levels, and even real world branded merchandise for pre-order customers.

While both of these games have multiplayer aspects, there’s nothing preventing the creators of single player only titles from utilizing these tactics as well. They may not have the luxury of relying on an internet connected consumer, but that wouldn’t prevent them from embedding content into their games that requires a one time use code to unlock via telephone, smoke signal, bong juice, or bat signal.

The point I am trying to make here is that there are other options. And when you’re a company comprised of the type of talent and creativity capable of putting together an interactive game, I have a hard time feeling sorry for you. If you can’t think up ways to help strengthen your consumer bond without the use of restraints, you need to stop pointing fingers at consumers and retail chains and instead point them at yourself.

Chains like GameStop have every right to sell used games without developers pointing their fingers at them in disgust. Looking at the situation realistically, chains like GameStop will cease to exist as soon as more consumers begin to realize that they don’t need fancy middle man pawn shops, offering ridiculously low trade in value, in order to connect with gamers looking for used content.

Personally, you will never catch me selling a used game to a chain like GameStop, but that’s not because I don’t believe they should have the right to sell used products. It’s because I believe the price they offer consumers in exchange for their game is highway robbery. If I have games (or anything for that matter) that I want to sell, I use this lovely tool called the internet created by Al Gore in the 70s. And when I don’t feel like doing that, I whip up a yard sale sign and sit my ass in a lawn chair on my front lawn.

In closing, the solution is not to offer us less by doing away with single player content and it’s not forcing us to retain our copy by placing legal copy on the back of each box. Gamers will respond unanimously to one thing and one thing only — a superior product. If that means the addition of multiplayer, do it. If that means going above and beyond with extra promotional content, do it. Knapsacks, notebooks, pencil sharpers, condoms, lunchboxes, viewfinders — whatever it is — do it, do it, do it, do it.

Deliver a high enough quality product and gamers will not only never sell your title, they’ll worship your box art by framing it on their wall for the whole world to see.

Afterthought: Ok, my rant time is over. What say you loyal readers? Have I lost my mind? Is Braben on to something or should games come with boat loads of swag and other cool perks if we are willing to dish out the cash to buy them new?

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Tags: bullshit, cry baby, developers, eBay, gamestop, Legal, multiplayer, single-player, used games, waaah!!, yard sale

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5 Comments »

Sam Naylor
on November 3, 2008 8:32 am

I think that the industry needs to stop it’s tantrums about the market for used games. Every other industry has used sectors, why should this one be exempt?
Mike
on November 3, 2008 8:58 am

Sounds like hes a single player gamer who thinks its the multiplayer gamers fault for all the piracy and rising prices.

/shrug

Hes an idiot.
Sachin Agarwal
on November 3, 2008 12:36 pm

Amen. Besides, the publishers have to understand that people buy new games knowing that they have resale value. It’s why people prefer Japanese cars over Chevys, even though the Chevys have caught up in reliability. The Hondas still have more resale value.

You wanna connect with other gamers directly? Go online. There’s eBay and Amazon and Goozex and Dawdle (Disclaimer: I’m a co-founder).
madpuppy
on November 3, 2008 12:41 pm

They are never going to eliminate the used gaming market. first off it is an industry unto itself. also, there allot of people out there who just will not pay retail for a game. it is not an essential item. for example, I will pay full boat for resistance 2 but, I am going to wait for gears 2 to enter the used market.
Sam Naylor
on November 3, 2008 12:47 pm

I agree. The used market is the only way that I’m ever going to buy games like GTA (Never worth full prce, no matter what the reviews say). Also, it’s the only way to get hold of older games, including retro ones.

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Used Game Market Not the Problem, Lack of New Purchase Incentive the Real Issue

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