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Publishers employ subtle anti-second-hand game measures photo

Game developers and publishers have been whining for a while now about second-hand games, deciding that their industry is a special snowflake which should be exempt from one of the most widespread forms of trade in the world. Rather than just cry and moan, it seems that some publishers are employing sly measures to dissuade gamers from buying used products.

As we discussed earlier today, Gears of War 2 will come packed with a one-time code that allows players to download a free multiplayer map. There is no reason for the map to be downloadable, save for the obvious incentive of buying a brand new copy.

Similarly, NBA Live 09 will have a one-time code of its own, which allows you to access the daily roster and stat updates for free. If you have a used copy of the game, you'll be expected to pay a further $20 to access this feature. 

Incentives for first-hand buyers is a good idea, but if publishers adopt such methods en masse, then I foresee some absolute bullsh*t taking place, as often happens when publishers get carried away with new ideas. The NBA Live 09 code, for instance, sounds like garbage to me. Rather than offer anything new, I predict that publishers will actively gimp their own games and rely on codes not to enhance, but rather complete their products.

And that's not good.








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29 comments | showing # 1 to 29
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manasteel88's Avatar - Comment posted on 10/15/2008 13:59
manasteel88
the NBA Live 09 thing is only good for the first year because T-Mobile is sponsoring it...after that I assume you'll have to pay to keep the stats updated.
Rhoq's Avatar - Comment posted on 10/15/2008 14:02
Rhoq
No. They'll expect that you buy NBA Live 2010.
Scottyman's Avatar - Comment posted on 10/15/2008 14:07
Scottyman
It's only a matter of time before the used market on console games completely dries up just as it has with PC gaming. It's a shame, because there are a ton of great games I never would have played if my choices were $60 or nothing.
casualweaponry's Avatar - Comment posted on 10/15/2008 14:11
casualweaponry
And they'll want you to buy NBA 2010 new.

I truly, honestly hope video games sell like absolute shit this holiday season. First they release incrementally improved new versions, nickel/dime us with DLC, then subtly cripple the resell value.

Then they'll announce that the game is part one of a trilogy.

I love it.
elsteveo's Avatar - Comment posted on 10/15/2008 14:12
elsteveo
Well if people were smart they wouldn't be buying NBA live anyways cause it sucks and has sucked for the past 10 years.
randombullseye's Avatar - Comment posted on 10/15/2008 14:15
randombullseye
As long as I can play most of the game for twenty dollars, I don't care.

I can't wait until 2010, so I can buy all these new games used at a low price. Some of these I may wait until 2015, so I can get them at dirt cheap.
Fuzzy Chtulhu's Avatar - Comment posted on 10/15/2008 14:21
Fuzzy Chtulhu
When publishers give me games for free, or work at my job a for me in my place, only then will they be able to dictate my buying habits.
Actually, scratch that- I'd still probably tell them to fuck right off...

Something to chew on- Would publishers or developers really benefit as much as they think they would from shutting down used game sales? It seems to me that a large chunk of their customer base can probably afford to buy a new game by trading in an old one.

Also, crippling a sports game? Thats just pointless piss-flavoured icing on a turd cake...
akathatoneguy's Avatar - Comment posted on 10/15/2008 14:22
akathatoneguy
I don't see how the NBA Live feature is a game "completing" feature, rather than an enhancing one. Daily updates? Who cares? There are plenty of people who do not even use Xbox Live who also won't get the feature, and I'm sure they won't care that much, either.

I guess it depends on which side of the divide you're on, too. As I buy new games exclusively (unless it's an older game that can't be found new), I look at it as they are "rewarding" me and others for buying games new. For those who buy a lot of used games, they may feel that they are "punishing" them for doing so. Two sides of the same coin, really. But why shouldn't game companies look out for those who are keeping their companies in business? I mean, if you're only buying EA Sports games used from Gamestop, no offense, but you're actually doing nothing to support their company, so why should they care about you? It's business.
randombullseye's Avatar - Comment posted on 10/15/2008 14:27
randombullseye
@akathatoneguy

Its the new addition to NBA live this year. Every year they like to add a new "feature," and from what I understand from reading about the game its the big addition this year.
LarkOhiya's Avatar - Comment posted on 10/15/2008 14:29
LarkOhiya
lololol sports games. and people complain about spending 50 bucks a year on Xbox live.
TUoAnonymous's Avatar - Comment posted on 10/15/2008 15:00
TUoAnonymous
To be honest, if you were to take the preowned section away from any Game specialist retailer then you leave a small shell of a store. Their earnings will greatly decrease and they'll essentially start running at a loss.

THEN HOW ARE YOU GOING TO SELL YOUR GAME SMART-ARSE PUBLISHER? HUH!?
MechaMonkey's Avatar - Comment posted on 10/15/2008 15:10
MechaMonkey
There will always be a healthy market for second-hand games, even if it isn't via major retailers. Craigslist and Ebay will remain bastions for buying other people's stuff, and even with these measures I doubt used game sales will drop that drastically.
d0x's Avatar - Comment posted on 10/15/2008 15:13
d0x
If they are offering access codes for new buyers they should also allow used buyers to access said content by buying it. They should set the price to about $10 which should cover the difference in used game prices for the first few months after release.

What they really need to do is sit down with the board at Gamestop and hash out a deal so that developers/publishers get a piece of the used game pie. GS makes insane profit on these and I know they dont want to lose any of that but they are screwing over the people who provide them with the products they sell.

Maybe they could do something like stop offering limited editions at retail locations as well and just offer them for sale on their own websites and make sure they ship them early enough that they arrive at your house the same day a retail store would get them. I'd rather buy direct from the publisher then feed the coffers of Gamestop. They have screwed me over a couple times in the past but I still shop there because they are the only gamestore that consistently gets new releases on time. Best Buy most often gets them but I dont like to risk it. I like to know my game will be there on day 1 cause im impatient.
Rational Animal's Avatar - Comment posted on 10/15/2008 15:15
Rational Animal
Meh, this sucks but free markets are free markets for both the consumers and the producers. If publishers want to "actively gimp" their own games, so be it. When they see sales plunging because they're being greedy assholes, they'll either adapt or fail to achieve their growth targets, at which point shareholders tend to get upset.

Hopefully it won't ever get that far.
UglyDuck's Avatar - Comment posted on 10/15/2008 15:15
UglyDuck
At Anonymous: Digital distribution and online stores.

This is a great idea. It is what I've been gunning for for a long time. I want to see intelligent methods taken to make the extra money for a new purchase worthwhile. I'm glad to see that the industry is starting to get clever about making it's profits, rather than being belligerent and draconian.
bVork's Avatar - Comment posted on 10/15/2008 15:22
bVork
@ d0x
"If they are offering access codes for new buyers they should also allow used buyers to access said content by buying it. They should set the price to about $10 which should cover the difference in used game prices for the first few months after release."

I agree. That's a perfect solution. It would let game publishers get a cut of used game sales (in a roundabout way) without crippling their games. And it wouldn't greatly affect the prices for used games, as people would take that sort of all-but-required DLC for granted when buying a used game and factor it into the price they're willing to pay.
GuitarAtomik's Avatar - Comment posted on 10/15/2008 15:32
GuitarAtomik
I don't know Jim. I understand your logic to a degree in that every other media has a second hand market and yet they still are able to function, but I think it's safe to say that no other form of media is gouged by it like video games are. Barnes and Noble doesn't carry a large selection of used books (if any) or actively attempt to get you to buy those over something new. Best Buy doesn't carry a selection of used cds that rival their new cd stock in any way (or again, actively try to get you to buy them over the new product). Even when people rent DVDs from Blockbuster movie companies are seeing a cut of that.

GameStop is the primary place people go to buy games outside of big retail stores (ie Wal-Mart, Best Buy) and yet they actively try to push a used product that sees absolutely no money going back to the developer. That's why their profits soar every year because they keep pushing this more and more and they are the only one seeing profit from this. Then they're market share is so huge that they are able to hold the publishers hostage and make them unwilling to risk fighting back. No other form of media is in the same situation and I think it's well within the developer's rights to fight back in any way they want.

As long as they don't go overboard with this stuff (and trust me, if it isn't consumers will react), I think it's fine. Hell, I halfway welcome it since Gamestop needs to get kicked in the nuts and reigned in a bit. As long as that content remains free for new game buyers I don't see a problem.
Brilliam's Avatar - Comment posted on 10/15/2008 15:32
Brilliam
I like the Burnout Paradise method of avoiding used sales: once the initial burst of buyers drops off, BE QUICK to drop the game's price to a more "budget" price.

Then, make free DLC for the title constantly available, so people have an incentive to KEEP their copy.

Then there's the Katamari way, which gets a bad rep. Yeah, you're buying codes ot maek parts of the game work, but IT WAS THAT MUCH CHEAPER WHEN YOU BOUGHT IT. "Boo hoo, I gotta pay $20 more for these worlds" is lame when you paid $20 LESS for the disc than you might have. Plus it means we get to pick how much we pay based on how engaged we are with the title.
ShadokatRegn's Avatar - Comment posted on 10/15/2008 15:33
ShadokatRegn
That is silly - but I'll bet, once they're caught being deuchey by mass media, they call it "Econonomic stimulus" and pretend it's okay.

This is almost bad news for those of us that buy almost exclusively used games.
GuitarAtomik's Avatar - Comment posted on 10/15/2008 15:35
GuitarAtomik
Also, I agree with d0x in that if the developers/publishers actually got a cut of used games sales, we would not even be having this discussion.
Timmeh's Avatar - Comment posted on 10/15/2008 16:07
Timmeh
@GuitarAtomik

Does it not suggest something that there is such a huge market for used games? The price for a new game is too much maybe? Those stores don't carry so many used CDs or books because there is little difference in profit since they are so cheap to buy new anyway.

I went into my local game store last week and Assassin's Creed was STILL £39.99 new, but only £8 used. Publishers do a rubbish job of keeping interest in their product, look at digital distribution - many put their products online at retail price and never drop them, then complain about sales.

There are plenty of games I have bought in a heartbeat because they were cheap (like new titles for £30 at supermarkets) that I wouldn't have bought at full price. I'm certain I'm not alone. Publishers should be looking at their pricing strategies or ways to get money out of retail for used sales. I guess they figure the customer is an easier target though, hooray for corporate greed.
GuitarAtomik's Avatar - Comment posted on 10/15/2008 16:19
GuitarAtomik
@ Timmeh

I think better pricing strategies would help a lot too. Burnout Paradise is a perfect example as Brilliam pointed out. But 8 or 9 times out of 10, the price difference is more like $5 between new releases and the used version. Gamestop will take your game for $15-$20 and then turn around and sell it the same day for $55. That's a LARGE profit margin.

I don't want the used games market to go away entirely either for deals like you just mentioned. But in the US we don't have a lot of smaller retail chains like that around that don't gouge you like Gamestop does. But yeah, if publishers staggered their pricing down with demand and that would help them a lot too.
Emrah's Avatar - Comment posted on 10/15/2008 16:24
Emrah
@d0x: They already provide it.. Second hand buyers can buy this "add-on".
Dastardly007's Avatar - Comment posted on 10/15/2008 16:35
Dastardly007
It's shit like this which makes me think this generation of consoles will be my last. After this I'll probably just concentrate on the 30+ years back catalogue.

Screw em the greedy bastards.
ninjikiran's Avatar - Comment posted on 10/15/2008 16:35
ninjikiran
I am not a pirate but, if it was case and point that games would be gimp if you bought them used greatly decreasing any reason to buy it used I would probably revert to that in order to get my fix of game without the gimp in gameplay since priaters find their way to circumvate anything and find ways to unlock content when pushed into a corner.

Or I could buy it used for dirt cheap and employ any method with a modded system ;)
seamonkey420's Avatar - Comment posted on 10/15/2008 16:43
seamonkey420
dang.. everyone wants to get paid..

understandable but just seems like us consumers are gonna be the ones bending over and taking it for the industry.

not i though, my back's sore and i'm out of vasoline. :P
BulletMagnet's Avatar - Comment posted on 10/15/2008 20:25
BulletMagnet
I don't think anyone has mentioned the issue (at least more than in passing) of how soon a retailer is (or should be) allowed to sell used copies of something after its initial release - I can at least understand where the publishers are coming from when pre-owned games of theirs are on shelves within a week of its first having appeared new, and would agree that there should either be a cut of those sales that go to the publishers/developers or a time limit should be set on how soon used copies of a game can be sold. Obviously this likely wouldn't reach far enough to stop the eBay market and whatnot, but it'd be something. And, at least, preferable to used copies of games being gimped no matter how much later you buy them - after all, the main reason that most of us buy used is to get the same game at a lower cost, with the "price" we pay being that we waited longer to get it. All technology gets cheaper over time (except Marvel vs. Capcom 2 :P), and people take advantage of that in all sectors without a fuss, so I certainly hope that gamers aren't treated as exceptions.
exodus1925's Avatar - Comment posted on 10/16/2008 05:39
exodus1925
Seriously, every other form of media including high art doesn't do this. Why do game devs think that games are above it?
akathatoneguy's Avatar - Comment posted on 10/16/2008 19:33
akathatoneguy
@Timmeh-

I can see where you're coming from that maybe new games simply cost too much, until you factor in that at a place like EB/GS, a used game is only about $5 LESS than a new one. If you can afford $55, you can probably afford $60.
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