Mass Effect 3’s downloadable story mission “From Ashes” was not an expansion of the game. It was another portion of the full game’s story that had to either be purchased with an expensive limited edition version or separately as downloadable content through Xbox Live or the PlayStation Network. “From Ashes” was about recruiting Javik, a party character and the last surviving member of the Prothean race whose technology forms the backbone if the entire Mass Effect mythology. It was essential and EA left it out to make a buck, which angered more than a few fans.
“From Ashes” also guaranteed that downloadable content available from release will be an essential part of future big budget games for Electronic Arts. Don’t like day-one DLC? Too bad. It’s here to stay.
Speaking with Gamasutra on Wednesday, Electronic Arts’ Chief Operating Officer Peter Moore discussed the dual importance of both digital and physical retail sales for his company’s games. “The key thing [for boosting launch revenue] is selling digital content on the day of launch,” said Moore, “When we sold Mass Effect 3 back in March, we saw a 40 percent attach rate that first week to DLC at GameStop in the United States. Not only are you selling a $60 game… you’re selling $20 DLC, so the sale becomes $80.”
That proposition, turning a $60 sale at retail into an $80 one, is the core of the video game business going forward according to Moore, and he’s right. Big budget video games need to evolve and fast. Just look at April’s retail performance—total sales for the industry were down 32% year-on-year. That’s bad news for anyone.
Of course, the new model is bad news for players with little pocket money and a desire for coherent stories. Day one DLC like “From Ashes” for Mass Effect 3 certainly increases the amount of money EA is going to make, but it’s also a brazen deception. You’re telling consumers that they’re buying a complete game for $60, when in fact they’re only getting most of a game.
EA has in effect found a way to return games to the expensive heights the industry saw back in the late 1980s and early ‘90s when games still predominantly came on cartridges. New home releases of the era like Mortal Kombat 2 could cost as much as $90 on day one. The success of day-one DLC like “From Ashes” is bringing AAA games right back to the bad old days.
In the 80′s and 90′s, day 1 pricing was a by-product of a slew of issues. I remember supply and distribution being horrendous for one. Thinking back on it though, I was a kid and a consumer during that time… I followed the industries growth and progress closely and had allot of fun doing it. For me, the problems faced were slightly frustrating, but in hindsight could be compared to growing pains and a part of the process of getting it right. They were a part of the experience. Good times (in my very biased opinion).
It’s tiring to see that EA is continually at the forefront of creating aggravating business models and tactics, but there is something to be said for the old adage “If you don’t like it…”. As long as consumers continue to buy into EA’s depravity, they can afford to keep selling it. This is all old hat. I think willpower is the word of the day. It’s really tough to not get sucked into the hype, and to walk away from the sensory overload that comes with a day 1 purchase. Giving in is easier than not, and EA knows that. Their counting on it, and (possibly) laughing all the way to the bank.
Good points. It looks like your adage ‘if you dont like it don’t buy it” is being used by all 3 commenters. It is a start. There are other gaming developers to support through research instead of mass marketing sources. 38 studio’s seems like a quality, young developer.
Mr Moore all but admits the lie “From Ashes was never planned as a day one dlc, it wasn’t finished until later”. If i want to watch someone talking out of both sides of their mouth with condescending lies; I’ll watch Congressman on tv. I’ll support Beshesda studio’s and keep my money out of any EA products.
I agree. Sure people bought it, but how many were happy about it? How about we look at the percent of people who bought it, but felt it should have been included in the game.
Personally, I am so put off by EA and their current business practices that I have started avoiding their products completely. So they got my money for the From Ashes DLC, but I have not bought a single game from EA since. Hope that works for you EA.
I understand that EA is a company and they need to make a profit to stay in business, but they need to understand their is a difference between quality DLC and greedy cash grab.