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Developer has solutions to stop pre-owned game sales photo

David Braben, founder of Frontier (Lost Winds, Thrillville) has some interesting ideas that developers can use to avoid consumers from trading in their games to get newer ones.  In an interview with DevelopMag, Braben proposes that “struggling” developers should utilize unique box codes or create single-use incentives.

Another option would be to offer extras - or even part of the game itself - packaged in with the game as a unique code on a scratch-card. If you do this, then those extras could only be obtained once.
Braben ultimately concedes that downloadable is really the only route to go in terms of avoiding pre-owned sales, considering that consumers can do nothing with them other than keep them on their hard drive. Personally, I utilize the pre-owned system at popular retailers heavily. Without that sort of system, I wouldn’t be buying the amount of games that I do. And I have to say, it’s not like the majority of the games that I own are real champions in their genre. I’m still ticked off that I bought Puppy Luv: Your New Best Friend.

What do you guys think about this? Should developers try to black out retailers with their product with special codes and giveaways? If every developer were to start doing what Braben wants, how would it affect you?

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77 comments | showing # 1 to 50

Tuxy's Avatar - Comment posted on 08/03/2008 09:24
Tuxy
How about developers create games the buying public would rather keep in their collection, rather then penalize second-hand sales of pre-used games.
Cartman's Avatar - Comment posted on 08/03/2008 09:27
Cartman
What? Correct me if im wrong, but dont the developers get the money from when you first buy the game? So, theyve got their money, im sure they dont care what you do with the game itself once youve gotten your enjoyment out of it.
kevinski's Avatar - Comment posted on 08/03/2008 09:27
kevinski
If they're referring to making these codes something that are online-only, then that's stupid. What happens if someone's console dies? You're basically screwing them out of special content.
Holyetheline's Avatar - Comment posted on 08/03/2008 09:29
Holyetheline
It's not a bad idea.
mistic's Avatar - Comment posted on 08/03/2008 09:31
mistic
FUCK that! if they do that I'll fucking start pirating shit like crazy! half of my collection is pre-owned...
Matthew Blake's Avatar - Comment posted on 08/03/2008 09:35
Matthew Blake
@Cartman: Not necessarily. Their issue with used game sales is that one person would actually buy a copy of the game, and then sell it off to another person. For every person that buys the used game, that's one copy of a new game the company could be selling. What's worse (again, to them) is that stores like GameStop actually make extra money off of this- since it's used, they don't have to muck around with royalties and suchlike. It's for this reason that the chain has been pushing people to sell their old games.

If we're going to try and figure out why new games aren't selling, we might as well talk about the cost. The average new game is around 50 dollars, 60 if you're on the PS3 or 360. Even if there's a chockload of content, that's still quite a bit of money your average consumer is throwing out the window. And if there's not that chockload of content, or it's not that grand? Ohhh, there will be blood...
cryocide's Avatar - Comment posted on 08/03/2008 09:40
cryocide
I think it's a great idea. Rather than prevent the sale, just give a great incentive to buy it new instead.

@Tuxy: Even the best games end up on the resale shelf. Typically, those aren't the ones affected here. It's the ones made by new or small developers, who don't have the kind of cheese to just grind through a monetary slump until they perfect their game-making prowess and make a "huge hit" of a title. They have to eat, and sometimes they need all the sales they can get in the first run before the "next best thing" lures your attention elsewhere.

@Cartman: You're only half right. The developers only get the money on the first sale of each copy of the game. They've gotten their money from that one person. Then that person trades in the game and a second one buys it. They get none of the money from that sale, and worse, that's one more person who was interested in the game who that won't be paying them a dime for their efforts. It can cut their share in half, or worse.


Next thing you know, that developer gets absorbed by EA while they're on the rocks, or worse, just goes under altogether. Do you really want to see another developer fall victim to companies like EA? I think we both know you don't.
Timmeh's Avatar - Comment posted on 08/03/2008 09:51
Timmeh
I think whiny cunt developers should stop demanding that people give even more money to one of the fastest growing and most profitable industries around.

Not everyone can afford to pay £50 for every game they want so this 'a used sale is a lost new sale' theory holds about as much water as piracy to lost sales is a 1:1 ratio.

This cunt can go fuck himself. Restrict games to one buyer through lame tactics like using codes? How about releasing something people want to buy at a price they can afford and then offering top notch support and content updates that are value for money after the fact.

Dickheads like this are what is wrong with the industry, instead of asking "How can we come out with something people want to support" they are busy coming up with schemes to force people into handing over more money. Always out to penalize the customer.

If publishers weren't so concerned with retail shelf space digital distribution would be way ahead of where it is now anyway (Call of Duty pricing being a perfect example). If they want the money that badly why not enforce a royalty scheme for used sales?
AKK's Avatar - Comment posted on 08/03/2008 09:53
AKK
I buy pre-owned because it's cheaper. If the games went down in price faster and were consistently rereleased as new, it wouldn't be an issue. The problem is finding new copies of games three years later when it's finally dropped to $20 or less is not the easiest thing in the world.

Make games cheaper and then pre-owned games will likely sell less. It's all about the cost for the consumer. $60 for a game is fucking ridiculous. I buy maybe 5 new games a year because they're so highly priced.
matt247's Avatar - Comment posted on 08/03/2008 09:56
matt247
That won't work with game rentals. If they made the games cheaper then you would have less of an incentive to sell the game back. When I bought Viva Pinata, I bought it new for $20 and I could have bought a used copy for less but it wasn't worth the risk of getting a scratched disc.
error2k2's Avatar - Comment posted on 08/03/2008 10:00
error2k2
Well I like what Nintendo of Europe has been doing(can still be MUCH better), with every new game you buy, you get a scratch card where you register the code online. In return you get about 250 star point which you can trade in for Wii points.

I forgot all about them but one day I wanted to buy Pokemon Snap and didn't have enough points, just swapped my star points and I downloaded the game ^^.
Professor Pew's Avatar - Comment posted on 08/03/2008 10:00
Professor Pew
Haha scratch codes, they tried those in the early days of anti-piracy too. Where are they now?
MiOdd's Avatar - Comment posted on 08/03/2008 10:01
MiOdd
Oh great idea, pissing off consumers will surely elicit more sales.

I think I'll boycott Frontier now, I didn't like LostWinds anyhow...
Obs1dian's Avatar - Comment posted on 08/03/2008 10:01
Obs1dian
Don't companies like Blockbuster, Hollywood Video, Movie Gallery, Family, Video, Hastings, etc. Pay video game developers a lot of money to have the game in their stores for rent?

Well, they don't rent out a game just once, and then you're nullifying an audience who wants to try your game before you buy it, potentially losing a lot of business.

Tsk tsk. The only way to combat re-sale is to eventually go digitally distributed (which we're on the way to), but it's going to be some time especially with a company like GameStop that makes 7.1 billion dollars.
Hoodie's Avatar - Comment posted on 08/03/2008 10:02
Hoodie
$60 may seem like a lot, but NES games often cost as much as $40 back in the 80s. If you consider the development resources required to make (and market) a "hardcore" (HD) title these days, not to mention inflation, it's practically a steal.

People get hysterical over the Wii threatening "hardcore" gaming, but people who buy used aren't helping to support it.
Cartman's Avatar - Comment posted on 08/03/2008 10:02
Cartman
@ MB - You make a good point. I can honestly say that in the future i can see devolpers demanding a percentage ( And a high percentage at that ) of every one of their pre-owned games that have been traded in and sold again.
@ Timmeh - Exactly. They charge way too much as it is, and now there trying to take away a system that is helping us afford new games?

If i was a dev, as long as i was making enough profit to carry on making games, i would be stoked that people were buying my game in the first place. But thats just me.
Unpro's Avatar - Comment posted on 08/03/2008 10:03
Unpro
Doesn't bother me much, i don't even own a pre-owned game. The only pre-owned games i can buy are maybe $5 lower then original price, so its not even worth buying as most of them are missing manuals and have scratches.

Another thing i just thought of is, what happens when the game becomes discontinued? Is that all the time we have to buy it? I know, at least here, the first cooking mama for DS (which sold out instantly the second i opened the box) was discontinued maybe 2 weeks after release, wtf is that?

Downloadable games are great, sure, but people would need big hard drives that would sport enough space for both the game and all the saves, not to mention the additional content. I like downloadable games on my PC because i have to install the game anyways, so I'm not wasting space at all. But my console is awesome because, all i have to do to play Crackdown at my friends house is bring Crackdown.

Wouldn't it be smarter to zero in on piracy? Who cares about the small percentage of people that buy pre-owned games, what about the mass amount of people that pirate games? Let's look at the Wii alone. Theres a book, that's sold in retail stores THAT EXPLAINS HOW YOU MOD A WII. My store actually sold this, right beside the wii games (i argued it was ironic to sell it beside the games), before Nintendo noticed.

If all games became downloads I think it may stop me from getting consoles.
emulousx's Avatar - Comment posted on 08/03/2008 10:03
emulousx
Resale of used media certainly is not something new. Why are they complaining about this now? Are they trying to make up for lost revenue from piracy? I do not enjoy being lumped in with game thieves just because I buy my games used. BLASPHEMY! How dare I spend less than $60 or whatever ridiculous amount they want for a new game.

New games are (in my opinion) extremely expensive. I don't often buy a game when its first released unless its something I have been really anticipating.

Respectfully choke on your fist-fulls of cash. Thanks.
Sueng's Avatar - Comment posted on 08/03/2008 10:04
Sueng
The pre-owned section has saved me numerous times: 1st was finding a rare copy of the amazing Ico. 2nd was finding an even rarer copy of Xenogears. While I do get piece of mind when I purchase new, I don't think I wish to be shelling out $60 everytime unless it's a gem of game.
Sharpless's Avatar - Comment posted on 08/03/2008 10:10
Sharpless
I couldn't care less. Actually, wait, my apathy is bottomless, so I probably could care less.
JJ Rage's Avatar - Comment posted on 08/03/2008 10:13
JJ Rage
I find it funny that the console makers aren't complaining about this as well, considering Gamestop makes anywhere to $100-$150 whenever they sell a used console.

The used games business is such a double-edged sword. If I were a developer, I'd likely feel the same way about money being taken out of my pocket. I'm sure every publisher offers big cash bonuses to the devs if their game sells a certain amount of copies, after all. At the same time, if I were a developer, I'd probably be glad someone was enjoying my game, even if they bought it used.

The used game market definitely allows games to be more accessible to people who generally wouldn't have played certain titles. Go into any Gamestop and check out their selection of $19.99 and under titles. There are a lot of quality games available at that price.

I think the real ones getting shafted are the ones trading games. Gamestop gives the trader $15 for a game that they turn around and sell for $50. That markup is insanity, especially when places like Blockbuster Video and F.Y.E. give upwards of $35.
Barely's Avatar - Comment posted on 08/03/2008 10:21
Barely
Sorry, Mr. Braben.
I pirated your wonderful Elite, but I actually bought your equally wonderful Frontier (the game, not the company).
I was 12 years old and I could have NEVER afforded to buy more than one game a year.
GameStop is ONE side of the business, but there are a LOT of games being sold to friends or on ebay (or Amazon Marketplace).
I buy (now, because I can afford) 3-5 games a month, and sell 2-3 of them afterwards. If I couldn't sell them, I would only buy 2-3, which is about 3 games less.
One of the games I don't buy will be a Braben game :)
You see? I buy more games because I can sell them later... And yes, please make Elite for PS3 :)
MarkoPolo42's Avatar - Comment posted on 08/03/2008 10:27
MarkoPolo42
@JJ
You know you should reaaaaaly do your research before posting.
GameStop does NOT make nearly from 100 to 150 dollars profit from selling a used system. At tops.. it's about 50 bucks profit they make from selling a used system.

And trust me they NEVER give 15 dollars for a game and sell it for a price of 50 dollars.. that's just ridiculous.

In terms of this post.. if pre-owned didn't exist.. companies like GameStop wouldn't exist either.

They make maaaaaaaaaybe about 5 dollar profit on new game sales so they push used games because those are purely profit.. it's a super dick move but it's also business.

GameStop is a shitty corporation but I've been there for 4 years ever since it was EB and well.. someone has to put food on the table :)
Alexradl's Avatar - Comment posted on 08/03/2008 10:32
Alexradl
I rarely buy used games but, I can see why developers aren't very fond of stores like Gamestop. It's pretty ridiculous how much money Gamestop makes off of the sales of used games. That money should be going to developer but, that's never going to happen. Digital distribution is definitely an option but, I still like having a physical disc and case for all of my games.
Aritas's Avatar - Comment posted on 08/03/2008 10:46
Aritas
I don't trade in games that are packed with content (40+ hours) or have really good multiplayer. Any game that I can beat in 6-12 hours over a weekend gets traded in or rented through GameFly.

Some games I've traded in: God of War, God of War II, Gears of War, and Bioshock. Great games, but nothing to do after beating them once or twice (especially when it only takes few afternoons to so).
Woocifer's Avatar - Comment posted on 08/03/2008 10:48
Woocifer
Here's an idea...just make the games cheaper and support them more. Instead of a Madden coming out every year, why not just have the engine on one disc, and then you have updates you can get to update that engine...imagine that! Being a good developer? WOW...also how about making quality titles that dont suck and letting us try them before we buy so we dont get stuck with shit that we pawn off to get the good titles...

But what's the big deal anyway. They made their initial dollars off the title...go fuck yourself 22 billion dollars a year industry, you don't need any more money!
Barely's Avatar - Comment posted on 08/03/2008 10:48
Barely
As we are bashing GameStop right now,
just a little story:
My 360 broke the 5th time and I wanted to trade all my 360 games for a PS3. They were about 30 games, all top condition, all new, some of them collector's edition.
I grabbed a big bag and piled them all up at GameStop.
The StopGuy was really delighted to see so many great games and after some scanning he told me, he could give me 110 EUR for the whole pile. 110 EUR? Halo 3 legendary edition alone would be worth that!
I had a very hysterical laugh attack, then another one.
Then I sold the games for 460 EUR at some big internet book and everything store. I bought a PS3 and 2 games.
At GameStop, because the other big store around the corner was sold out. GNARF! :)
Grimhound's Avatar - Comment posted on 08/03/2008 10:48
Grimhound
I see more of a massive drop in general game sales and development of a more aggressive hacking community to be the end result of this sort of thing. Then again, I rarely buy pre-owned games except for when the title I'm seeking is no longer being offered in a sealed box.
John B's Avatar - Comment posted on 08/03/2008 10:54
John B
I'm really torn on this.

On one hand, a lot of the used video game stores don't offer fantastic prices until the item is 1+ years old or out of the regular "new release" cycle. (I saw games in GameStop that were $5 less for used than new. WTF? I'd rather buy the new one to get no scratches.)

On the other hand, what are the companies doing to add value? One of the greatest things about the Ultima series was that you got a cloth map of Brittania and a token item that was relevant to the game. That's made you want to hold onto it. They even had contests here if you got a special item, instead of the token item, you were a winner and got some prize of considerable value.

Why aren't companies doing this any more? Even if it's a game card with a chance to get another one of their titles for free, that would at least be something to give an edge over a used version.

The problem with lowering prices is that no matter how low it is there are people out there who will always want it cheaper and will go to used stores. That's not a criticism. It's just a fact. (Hey, I remember what it was like in college. Even a few dollars mattered back then.)

Game companies are putting more time into bitching about the used game market than they are coming up with legitimate incentives (unlike this "lock the customer in", scratch card BS) for people to buy their games new. That's the real problem that they should be working on.
DemonEyes23's Avatar - Comment posted on 08/03/2008 11:00
DemonEyes23
I really don't buy pre-owned games or sell my own back. The trade in values are horrendously low and add to that that buying a pre-owned game often only saves you 5$ (on good titles anyway). It simply isn't worth it most of the time sure you can find lower scoring games for cheap but that can be true even of new copies of said game.
xenon's Avatar - Comment posted on 08/03/2008 11:03
xenon
Bah. Developers and publishers should strongarm their buddies retailers about this issue, not gamers. This said, retailers and their pre-owned policy of buy at 50% of RRP, sell at 90% really suck.
Mirax's Avatar - Comment posted on 08/03/2008 11:05
Mirax
And people without internet in their consoles should do what, cry?
dephect's Avatar - Comment posted on 08/03/2008 11:16
dephect
All of this is so stupid to me... once you create it, sell it and it is bought it should be out of their hands. If this was the case years ago, I wouldnt have the collection of stuff I have now.

I cannot believe people stand behind this idea.
Gamechamp's Avatar - Comment posted on 08/03/2008 11:18
Gamechamp
It's a good idea... as long as they actually add things to the game, rather than taking something that would have already been there and locking it.
rabidkeebler's Avatar - Comment posted on 08/03/2008 11:27
rabidkeebler
First off, I can understand why they would be upset. When a person buys used, they don't get their cut of the sale (it is all profit for GameStop or whoever). This can be a problem for a small class game creator who actually makes something good, but it doesn't do well and they need every game sale to make it work (Psychonauts for instance)

On the other hand, I need used game sales to boost my ability to buy more games. I tend to avoid buying used games, but I sell a sizable quantity every year so I can afford the new games that will be coming out (Fable II got payed off this way). Otherwise I wouldn't be able to afford all the games I want, and give money to those who make great games.
whormongr's Avatar - Comment posted on 08/03/2008 11:28
whormongr
a few points
#1 you can fake codes: I can't tell you how many times I have gotten a coke or pepsi code during their contests with a "win free item" under the cap and when I go online to claim it I get "sorry that code has already been entered"- that is crap, and what will you end up with? people returning the games to say that they couldn't get the content-
#2 if you want games to sell more new you should learn a little bit about economics- supply and demand- games are sold b/c ppl want them for the price point- Imagine if you went to a clothing store and everything that was there was $80 - $80 for a nice leather coat- not a bad deal $80 for a pair of jeans- well not so sure about that $80 for a pair of socks- go fuck yourself- that is what the industry is doing- if you sell well produced high end games for $60, they will sell- that is a given- but if you sell every game for $60 not all of them will sell well. As well you have to take into consideration the fact that retailers are not given the opportunity to promote games by price dropping them- so you can't say hey it is $60 @ gamestop, but wal-mart is selling it for $50- so instead you end up waiting for the price to drop overall when the game is out of popularity or doesn't sell well(like I did with rainbow 6 vegas that dropped recently to $19 and I am doing w/ resistance waiting for 2 to come out so the old price drops)- which hurts not only initial sales , but overall revenue. Honestly, if there were some amusing, or well done short $20 games when I walked into a store- I wouldn't stress on just picking them up at random- but @ $60 it becomes a bigger decision since if you buy a few games you are looking @ a couple of hundred dollars.
#3 By not allowing resale you are boosting piracy, since you are taking those that can't afford the full price for a game and saying "no" to them, they will usually instead opt to get it for free, and at least in the world of handhelds where you either purchase a cart or rewrite the firmware, and the games are small and easily obtainable- you are pretty much giving up future games rather than just the ones at the time
SourGr8pes's Avatar - Comment posted on 08/03/2008 11:47
SourGr8pes
The only crime used gaming commits is charging $40 for a used Guitar Hero Rocks the 80's.
B-Radicate's Avatar - Comment posted on 08/03/2008 11:56
B-Radicate
Seeing as I only purchase the games I know I will want to have in my collection for repeated future playing and use GameFly to play games I'm not willing to purchase, this would only effect me in that games I rented would be gimped. That would piss me off to no end and would therefore never rent those games, so really the guy/developer really isn't getting anything out of it. Sure, I may not have been willing to purchase the first game his dev house decided to make but then I would never play it and never become a fan and wish to support them with future purchases. He would ultimately lose out regardless.

My opinion: bad move.
Arttemis's Avatar - Comment posted on 08/03/2008 12:05
Arttemis
Just for an alternate reading: there's a similar (though GameStop related) cblog about this from SilverDRagon1979 here.

Personally, I think this issue is deeper than New-vs-Used; the overinflated prices of retail games is to blame here. Should publishers realize that charging X% less for a game opens it up to an entirely new marketbase of lower-income people, the sales would sky rocket and profits would remain high considering the price:sale ratio.
If most games were $30, I'd be paying a lot more overall than I do now.

This is a tactic on which the PC industry is scraping the surface, but since they have the highest install base, they should be doing much more on the competitive-pricing front.
TrailerParkJesus's Avatar - Comment posted on 08/03/2008 12:05
TrailerParkJesus
Developers need to talk to Gamestop about that. They're the ones making plenty of money off of resells. Maybe if they ask nicely, or buy an edge card and preorder something, I dunno.
Arttemis's Avatar - Comment posted on 08/03/2008 12:09
Arttemis
I'd just like to remind people that GameStop isn't the only source of used games transactions.

There's a split following of Goozex here in Dtoid, and there's always Ebay.

Both seem like better alternatives considering their prices.
Isometric's Avatar - Comment posted on 08/03/2008 12:15
Isometric
Major game retailers would have a rough time staying in business without preowned sales. That's where their profit margin is. New games aren't marked up a whole hell of a lot.
bmdubya's Avatar - Comment posted on 08/03/2008 12:21
bmdubya
I'm a brand new member of GameFly, and I'm excited to dive into what they have to offer. There are a ton of games out there that I want to play, but very few games that I'm willing to spend $60 on. That is the main reason I got a GameFly account. The way that I see a fix to this problem: make better games. It always seems like the people who make crap games are the ones who complain about used game sales. I don't think I've ever read an article about Bungie or Epic or Infinity Ward or any talented developer complaining about used game sales. And if there is an article like that, then I guess I missed it. But the point is, if you put more effort into your game, you will see better sales. That is all it comes down to.
greks224's Avatar - Comment posted on 08/03/2008 12:40
greks224
I've just started using Goozex, and feel much less "cheated" out of my game's value - that's because the buy and sell prices for a game is the same. So if I sell my mediocre game, I have the equal purchasing power to buy an equally mediocre game.

With regard to this proposed "save the developer" system, I think that this idea isn't super great, cause as other people have mentioned before, I think code pirating would be WAY too rampant.

However, imo, digital distribution is the way to go to save developers. I don't know how many of you use Steam, but it is THE best way to download your PC games, because you can install them on multiple computers, and your only limit is that the account can only be "on" on one computer at a time. It's kind of like iTunes authorization, except I don't believe it limits how many computers you activate.

Original Half-Life copies still sell today because of Steam - those who want to play counterstrike can't just pirate it. The game MUST run through Steam.

Also, I believe that prices are very fair on Steam - I just bought a "new" (although digital) copy of Bioshock for $15.

And look what happened to Crysis sales because it wasn't offered through digital distribution (or at least through Steam).

My point is that if you force digital distribution, there will be less pirating and, because the game is selling more, the price will go down faster.
Wexx's Avatar - Comment posted on 08/03/2008 12:48
Wexx
I like being able to go into stores and finding older games on the cheap, unlike on ebay where they're usually horrendously overpriced. However, I also don't like seeing 50 copies of 'Powerdrome' on the rack.
brainderailment's Avatar - Comment posted on 08/03/2008 12:53
brainderailment
Next up GM is going to make you license your steering wheel so you can't use anyone else's and you have to use one unique per car.

Assholes.
Emrah's Avatar - Comment posted on 08/03/2008 13:05
Emrah
Again, they are counting on the assumption that every second hand purchase would actually convert to a genuine new purchase, if second hand purchases could be stopped. They will be surprised about how little they would gain from preventing the second hand purchases. It is not as if they'd start selling games at 40 usd instead of 60, if they could stop second hand purchases. Supply and demand is a funny equation.
kagai's Avatar - Comment posted on 08/03/2008 13:35
kagai
I can't afford to buy new games for every game I want, that's why I use Goozex. If I buy something, I should have the right to resell it when I no longer want it. I don't mind buying some cheap game through download, but I will never buy a full-fledged $60 game that way. If I can resell it, it doesn't matter that I end up not liking the game, because I can get some of my money back, not so with digital download.
mikeyed's Avatar - Comment posted on 08/03/2008 13:38
mikeyed
All I'm hearing from this guy is, "Fuck the poor!"
Blind assassin's Avatar - Comment posted on 08/03/2008 13:46
Blind assassin
I'm just going to start pirating games once people start listening to cheap assholes like this guy. Every fucking industry on earth has item resale and trying to bring games out of that is just a mindboggling display of penny-pinching from an industry that has nowhere to go but upwards in terms of the money it makes. Not to mention that Nintendo posted more than a billion dollar profit last quarter.
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