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I'm a journalism student at the University of Wisconsin-Milwaukee. I'm the editorial editor for the campus newspaper, the UWM Post, which has a readership of over 10,000. I'm a nontraditional student. I went back to school when I was 24. I'm now 27 and will graduate next semester with a degree in print and online news writing. My interests lie mostly in what I would call the nontraditional media: video games, graphic novels, etc. These are young formats with a lot of untapped potential.

My gaming interests are mostly focused on how an interactive medium can be used to deliver a unique narrative. Games like Indigo Prophecy (Fahrenheit) and Heavy Rain get me all kinds of excited. I'm also a huge Bioware fanboy. My lovely wife Kimberly tolerates my gaming habits. She's a gamer as well, but mostly sticks to The Sims or puzzle games on her DS.
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An Argument for Variable Game Pricing
Oncomouse | 4:40 PM on 12.02.2009 8 comments


I'm @Jason_Kopplin on twitter. Samit was cool enough to read my question from twitter on this week's Podtoid. The problem is, it's difficult to ask a nuanced question in 140 characters.

Here's my actual question and point I was trying to condense:

Should games have variable pricing? The example I used was Mass Effect and Dragon Age, two series from the same developer. You can get through the core of Mass Effect in 10-12 hours while Dragon Age is a 40-50 hour experience. Let's assume Mass Effect 2 and three will be of a similar length. That means The whole mass effect trilogy will presumably cost $180 new for a 30-40 hour experience compared to $60 for Dragon Age.

Would anyone flip a shit if if Bioware had split Dragon Age into thirds and released each chunk for $60? I realize more work is being done to tweak and refine Mass Effect entries, but Valve is doing the same thing (slowly) with the Half Life 2 episodes. Those episodes are almost as long as some stand alone games, yet retail for a third of the full original Half Life 2.

That's not to say length equals quality or that a short game can't be good and worth full standard price. However, it's clear more effort/money/resources go into certain games. Different media have variable pricing. I know comparing media is tricky business, but join me as we go down this rabbit hole...

Video games cover such a large swath of experiences compared to most other media. Look at motion pictures, however. A single film on DVD costs less than a season of a television show. Star Trek goes for $15.99 new on Amazon while the first season of Star Trek: The Next Generation goes for $52.49 even though it's much older. Why is that? Sure, there's a cost involved with physically printing more discs, but the television season costs more because there's more content there.

Most modern action games last 10-15 hours while an RPG can last 50-100 hours. Those 10-hour action games are comparable to a film while a long epic is more like miniseries or season of a show. Shouldn't that longer game with more content, which cost more to produce, cost more at retail?

Length doesn't always equal price. I don't even want to know how much Uncharted 2 cost even though it's not a terribly long experience. So length isn't a perfect metric, but can be a useful indicator of production cost. We see this a little with budget titles. Wet, for example, came out under the standard $60 price point because it wasn't a top tier game. Something like Uncharted 2 is probably worth $60 and so is Dragon Age. But Something like the last Prince of Persia game maybe should have came out at a $40 price point.

It's hard to articulate this point without sounding like I'm just whining about games costing too much or that shorter games should be cheaper. I don't feel I got my point across in a single tweet, or even here for sure. But I think it's worth pondering.



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8 comments | showing # 1 to 8
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WankerJist's Avatar - Comment posted on 12/02/2009 17:40
WankerJist
Remember when games cost $40 and that was a lot of money?

I think the bigger problem is budgets for games - no developer wants to see the game they worked on for two years (more if you're Valve) and spent a lot of money making end up in the bargain bin. Especially if you can make a game on the scale of say, Final Fantasy, and sell just as well as the folks who did Shadow The Hedgehog.

I have this to say about length as a metric for value: everytime I buy a game, I consider how much time I'll spend with it. For every dollar spent, I must spend one hour playing the game. So $60 for me = 60 hours with the game. In my mind, this is the best way to calculate if a game is really "worth" my financial investment.
Chris Carter's Avatar - Comment posted on 12/02/2009 18:37
Chris Carter
Thankfully, DS development costs are low, and the majority of those titles stay around $30: sometimes even 40+ hour RPGs.
confusionbomb's Avatar - Comment posted on 12/03/2009 00:08
confusionbomb
Nothing like market forces getting in the way of pricing by value.
Nic128's Avatar - Comment posted on 12/03/2009 08:25
Nic128
@Wanker
Remember when Snes games cost 80$? Now that I think about it, deeeaaamn.

Everytime I finish a game, I ponder if what I paid was worth the price. Did I enjoy it anough to justify the price tag. If yes, then cool. If not, I tend to hate the game. Though bargain bins never bother me if the game is bad. If I find a gem at like 20$, I love it even more, because I got a lot more than what it was worth.

You know?
Tascar's Avatar - Comment posted on 12/03/2009 09:45
Tascar
I think that the difficulty of variable pricing is that it is impossible to define the "value" of a video game in a way that applies to a large majority and translate it to a price.

If I buy the regular editions of "The Lord of the Rings" on DVD, I know that I am buying a three-hour film with a few extras for X price. If I buy the extended editions of the films on DVD, I know that I am buying a much longer film and lots of special features for X+20 price. Whether or not you have seen these films or not, it's easy to look at the back of the box, see what you are paying for and determine whether it is worth the price.

In contrast this is far harder for a game. I personally love World of Warcraft and I am quite willing to pay the $12 a month I do for the experience and the content. Yet, I know that there are tons of people who would not do that. Conversely, just to bring in Podtoid as you did, I could never find more than 1 hour's worth of enjoyment total from any EA Sports game and I just don't enjoy the L4D endless playing of the same maps over and over and over again. So again, the value proposition of a game is so highly individual and subjective that I think a variable pricing scheme is not only ridiculously difficult but could easily backfire on many games.
Oncomouse's Avatar - Comment posted on 12/03/2009 10:00
Oncomouse
My only hope is digital distribution. There's a wide price range in PSN/Steam/XBLA games. As more and more stuff moves online, hopefully that will continue. It would be terribly difficult to set standardized price brackets, but I wish more developers could set out to make a game worth $40 and charge that much instead of everything, regardless of quality or length costing $60.
Elsa's Avatar - Comment posted on 12/03/2009 10:25
Elsa
I fully agree!! Some games would sell much better if they were released at a lower price point, particularly if it is a single player experience and a short game - people may not perceive it to be the same value as a longer game that contains multiplayer gameplay as well.

There actually has been some variable pricing in the past. Warhawk was released at the $40 mark because it didn't contain any single player component. COD:MW2 was released at a higher price point than normal.

I think you're right and we'll continue to see increased variability in terms of release prices.
Gortexfogg's Avatar - Comment posted on 12/03/2009 19:25
Gortexfogg
Well, you say Mass Effect is 12 hours - I beat it in 40; I then replayed it five times (so far) for 100+ hours. My point is - the "playtime" value of a game can be very subjective. The best solution to valuing games is developers being honest about length and re-playability - with the gaming community adding their own opinions on a game's value. Ideally, when a $60 game comes out, a consumer can read all the info on the game and decide whether they'd replay something like Mass Effect several times or if they should skip it until the price relates better to one playthrough.
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