Publisher: “Selling Unfinished Games Will Defeat Piracy”

codemaster-ceo-rod-cousens.jpg

The CEO of Codemasters has been caught saying that he thinks selling “unfinished” games to customers is a much more effective strategy than investing in DRM.

Codemasters CEO Rod Cousens sees the answer to piracy not as enacting draconian copy protection but as nickel-and-diming consumers by selling them an incomplete game and then having them buy the rest as downloadable content:

I’m not necessarily a fan of DRM measures. I think sometimes they’re almost counter-productive. I can still be persuaded on them, and I completely understand why they exist.

But my initial thought is that DRM is not the answer to the piracy issue.

The video games industry has to learn to operate in a different way. My answer is for us as publishers is to actually sell unfinished games – and to offer the consumer multiple micro-payments to buy elements of the full experience.

That would create an offering that is affordable at retail – but over a period of time may also generate more revenue for the publishers to reinvest in our games.

If these games are pirated, those who get their hands on them won’t be able to complete the experience. There will be technology, coding aspects, that will come to bear that will unlock some aspects. Some people will want them and some won’t.

When it comes to piracy, I think you have to make the experience the answer to the issue – rather than respond the other way round and risk damaging that experience for the user. But I may be a lone voice in that.

[…]

Piracy has been there forever. Whether we care to admit it or not and whether we say it’s right or wrong, it’s a factor. It’s never going to go to zero.

Lyndon B Johnson once said ‘you want to be on the inside pissing out rather than the outside pissing in’ – and I wholeheartedly agree. Look at the partial demise of the record industry – they never embraced technology, they fought technology and I think that created a huge downturn vacuum for them.

Consumers may find themselves needing an umbrella in short order.


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    Avatar of DFC
    Comment by DFC
    20:38 17/07/2010 # ! Neutral (0)

    He stole Kotick's line!!!

    Avatar of Darkrockslizer
    Comment by Darkrockslizer
    21:59 17/07/2010 # ! Neutral (0)

    Like it or not, that is in fact the best course of action from a game developer's point of view.

    They only have to make original CDs/DVDs cost next to nothing, containing a demo or intro with discount code only. Then people could buy the full game or whatever additions they want online.

    Comment by Anonymous
    22:19 17/07/2010 # ! Neutral (0)

    Seconded~

    Avatar of Eddyak
    Comment by Eddyak
    06:37 18/07/2010 # ! Neutral (0)

    Very good idea.

    Finally, someone in the business who has more brain cells than they have cash.

    Comment by Anonymous
    02:23 19/07/2010 # ! Neutral (0)

    It's just a mean to explain the latest DLC rush. In fact it's a way to sell an unfinished game at full price, and then demand even more money for what should have been included in the first place. And seeing it as a way to counter DRM is utter bullshit - DLCs get pirated just as the games are, and in fact I'd bet even some people that buy the games are using the pirated DLCs, which probably makes the DLCs the most pirated element of the gaming industry ever.

    Comment by Anonymous
    04:47 19/07/2010 # ! Neutral (0)

    So in other words I have to pay for an unfinished game, and wait a few months to continue playing it? For some reason by that time I'll be bored with it and completely forget about it. Also, when I buy a game I want the whole thing right then and there. As for the DLC if it's bonus add-ons that are just for replay value then I can see this working.

    Aside from that it's like they are trying to take the idea of MMOs here and applying it to normal games.

    Avatar of TNinja
    Comment by TNinja
    22:25 17/07/2010 # ! Neutral (0)

    I were only wondering why they didn't think about it until now. I mean, it's pretty obvious simple.

    I did see Mega Man 9 have a similar system. Get the game, and pay for some bonus content.

    Though, this strategy won't bode well for home consoles unless they got a decent harddrive space.

    Avatar of Zyst
    Comment by Zyst
    22:36 17/07/2010 # ! Neutral (0)

    Reason why this won't work?

    Easy, downloadable content gets pirated as well, in a matter of days.

    I don't think this is really an answer, it feels like another kick on the balls to the people who do buy the games.

    Avatar of alidan
    Comment by alidan
    00:37 18/07/2010 # ! Neutral (0)

    look at dragon age. that has a shitload of dlc, basicly what he is sugesting is that they sell the first half of the game and make you also buy the end.

    well pirate groups do buy 1 copy at least and than release the game, like they did with dragon age, and you get all the computer dlc too.

    this strategy would actually kill pc gaming.

    for the pc side, you need compelling game play and an online functionality, that only works through a paid retail version of the game, or a steam like service. if a pirate can get online in your games you have fucking problems.

    Comment by Anonymous
    01:07 18/07/2010 # ! Neutral (0)

    I actually bought Dragon age and pirated all DLCs I didnt get with the game. One reason was that there were no other way to get some of them (collector edition crap etc.) and second was that so annoying ingame advertisment for the DLC that annoyed me so much I pirated the DLC just to have the annoying guy dissapear.

    Comment by Anonymous
    03:14 18/07/2010 # ! Neutral (0)

    yeah i bought mass effect 2 but pirated all dlcs , they were complete crap anyway . Also as a gamer im kinda pissed off so i pay 60 bucks for a game and then i pay another 40 for chunks of the game that doesnt fit into game nor are particularity good . fuck this shit if they want to play like this ill just wont buy their games.

    Avatar of Darkrockslizer
    Comment by Darkrockslizer
    04:10 18/07/2010 # ! Neutral (0)

    Well, game devs still have decades to go until decency there.

    For now the DLC they make is actually like Beta content they did not include in the main for being not well done till the end, only somebody in the company got the idea how they could get people pay for their trashed concepts too.

    (that being said about ME2 DLC.)

    Avatar of vocaloidfan
    Comment by vocaloidfan
    04:21 18/07/2010 # ! Neutral (0)

    this concept are good, but delayed delivery is the biggest problem here, for example ME2, I downloaded the earlier DLC for gun and new character (who's his name again ? I totally forget), but when kasumi comes out, I've already tired of the game, I want to download the DLC but my laziness got the better of me (at that time ME2 has completely uninstalled from my computer), if they want this concept to work they need to bring out the better planning at their timeframe.

    Comment by Anonymous
    05:49 18/07/2010 # ! Neutral (0)

    "Lyndon B Johnson once said ‘you want to be on the inside pissing out rather than the outside pissing in’ – and I wholeheartedly agree."

    So you want to piss on us.

    Comment by Anonymous
    05:50 18/07/2010 # ! Neutral (0)

    The reality is this guy has at least stated the reality, which is good. Accepting piracy for what it is is the first step toward battling its effects (not it entirely). Sadly he's got the right direction, it's just people see DLC as mostly worthless these days. What he's bringing up apparently is a revision of what DLC actually is. Essentially I think Valve has the right idea with that, an episodic story. Essentially turning games into a playable anime-like series. (One Piece the series... oh god...)

    But it makes sense, everyone wanted more of Half Life 2 and we still do. Really though the only way we can really escape this is steam-style check ins. The world is covered in broadband enough now, we can accept that little aspect of having our games check in online for validation. Even that can be pirated, yes, but still, at least we know they're not laying down and dying.

    Avatar of brningpyre
    Comment by brningpyre
    09:15 18/07/2010 # ! Neutral (0)

    The problem is, people are lazy. Extra DLC for games doesn't sell well. Nobody wants to pay an extra $5 dollars an episode, when they already shelled out for the game. At least, not yet.

    Steam is working out reasonably well, so maybe that's the direction they should be taking, instead of nickel-and-diming us to death.

    Comment by Anonymous
    10:16 18/07/2010 # ! Neutral (0)

    I consider steam the best of both worlds, the smallest trade-off for the most profit that they reasonably deserve. The biggest issue is most of us want a box, we want to OWN the game, myself included. Last Remnant for example I bought the box and still had to use Steam, and honestly I was okay with it, but there is that subtle back-of-the-mind knowledge that you don't actually own that copy for yourself really.

    But it's still something I'm willing to do to make sure we don't have another Black Isle.

    Comment by Anonymous
    22:35 17/07/2010 # ! Neutral (0)

    I'll support this. As soon as they give out free internet to download said full game.

    Comment by Anonymous
    04:53 18/07/2010 # ! Neutral (0)

    Agreed, I don't use consoles for internet playing due to I have a PC and my console is a damn Xbox 360. An issue I see is, even if the pirates don't get the whole game, neither do the people who actually buy it but can't or don't want to get the DLC.

    Comment by Anonymous
    22:38 17/07/2010 # ! Neutral (0)

    problem is though, some countries' internet service providers still handle monthly bandwidth limitations. If all games are changing into DLC downloads, it would be troublesome for those people

    Comment by Anonymous
    00:06 18/07/2010 # ! Neutral (0)

    That is how my country works. If they do that then they should make their games cheaper since we're buying something unfinished. If the game sucks why bother downloading the rest.

    Comment by Anonymous
    22:53 17/07/2010 # ! Neutral (0)

    And this solves piracy how? If you go over to the pirate bay, you can grab every DLC you can think of.

    Don't buy into his bullshit. This guy isn't interested in fighting piracy, he just wants to see increased revenues for by selling games in pieces.

    Avatar of TehBoringOne
    Comment by TehBoringOne
    03:19 18/07/2010 # ! Neutral (0)

    What he says is already implemented in some form. The Megaman games for PS3, 360 and Wii are an example. They come incomplete, with DLC necessary to complete the "experience". Sonic 4 is going to be episodic. Sure, they are downloadable games, but what he says is still functioning within the industry.

    Comment by Anonymous
    23:38 17/07/2010 # ! Neutral (0)

    "They only have to make original CDs/DVDs cost next to nothing, containing a demo or intro with discount code only. Then people could buy the full game or whatever additions they want online."

    You may or may not be too young to remember a little thing from the 90's called 'shareware,' as pioneered by such folks as id Software. There is absolutely nothing new about what this tool is saying, and it would do fuck-all about piracy. Why?

    A cracker team buys the incomplete game, then buys all the DLC. Now all that content is on their system. Now, they crack it, and distribute it. Done and done. Codemasters is a company run by a moron, and it has always shown in their idiotic DRM measures.

    Avatar of Azure Xuchilbara
    Comment by Azure Xuchilbara
    03:13 18/07/2010 # ! Neutral (0)

    Righteously said...

    *thumbs up*

    Comment by Anonymous
    00:47 18/07/2010 # ! Neutral (0)

    question is if they adjust the prices.
    If they want me to pay 60 bucks for the unfinished original game and then another 30 for required DLC they can go fuck themselves.

    Avatar of Rios
    Comment by Rios
    03:23 18/07/2010 # ! Neutral (0)

    Agreed. But I can see that happening.

    I also see them coming out with a 'Complete' edition just like any other game does, or has done recently.

    Comment by Anonymous
    06:56 18/07/2010 # ! Neutral (0)

    As we know, capitalism gets the greed in us. That's why I predict that PSN+ members will soon be the only people who gain online access to multiplayer. Also, in an somewhat unrelated note, why haven't companies decided on selling dvds or blu-rays at abnormally high prices during the screenings at the theaters? They'd get lots of money, I'd think.

    Comment by Anonymous
    00:09 25/07/2010 # ! Neutral (0)

    They can't due to their arrangements with the theaters, they have to release home versions of the movies X amount of months afterward or the theaters would shit a brick because it would kill their box office.

    Avatar of Riiku
    Comment by Riiku
    03:39 18/07/2010 # ! Neutral (0)

    If I couldnt pirate games, I just wouldnt be able to afford myself a single fucking game with my pathetic allowance $650 a month. And that's considered an average salary in my county.

    Hey, did you know that when a PC game gets localised for Russia, it's price always drops to 14-15 bucks, even if original price in Europe is 80 bucks. Sweet huh? We're all fucking hobos here. The piracy is my only hope (as hope of 95% of russian gamers)

    Comment by Anonymous
    06:22 18/07/2010 # ! Neutral (0)

    NO
    They will sell the unfinished game FULL PRICE
    then ask for micro transactions

    Avatar of thanto_
    Comment by thanto_
    06:41 18/07/2010 # ! Neutral (0)

    Selling unfinished games is news? Seriously, how many of you actually play PC games nowadays? Most games that have been coming out for the past several years have been unfinished at release. They then issue multiple patches over the coming year. The difference is that they are now calling these patches "DLC" and charging for them. What they haven't done is lower the initial price to compensate.

    Avatar of BlaqCat
    Comment by BlaqCat
    08:13 18/07/2010 # ! Neutral (0)

    I kind of figured some time ago that things would be headed this way anyway. The thing I definitely have against them, however, is them charging FULL price for a game that's not complete.

    Avatar of Schrobby
    Comment by Schrobby
    08:25 18/07/2010 # ! Neutral (0)

    Many pirates would not buy the games, anyway, so there is way less money lost than those companies think.

    Avatar of erochichi
    Comment by erochichi
    19:58 19/07/2010 # ! Neutral (0)

    Pirates will crack these games too, as usual, then make a full pack of all its parts and distribute to internet for free. This is not a question to stop piracy, but only a way to rise game prices so idiots won`t notice.
    Every protection which can be made can also be cracked. There`s nothing magical in computer technology.
    That CEO is only one of money hungry suckers, and they see their customers as complete idiots (maybe they are!) to blow money off.
    Only solution against piracy is: better games, complete, and lower prices. And much, much lower wages&bonuses to CEOs & other useless higher-ups!

    Comment by Anonymous
    19:17 18/07/2010 # ! Neutral (0)

    Well I think it is matter of phrasing. Why sell incomplete games when you can have a full game with downloadable content?

    Comment by Anonymous
    20:00 18/07/2010 # ! Neutral (0)

    Funny thing if this also happen outside gaming industry.
    Imagine IN-complete manga, IN-complete anime, and they give the rest by DLC.
    Suicide much better

    Comment by Anonymous
    00:25 19/07/2010 # ! Neutral (0)

    Or they could, y'know, make the game for the unhacked PS3...

    Avatar of erochichi
    Comment by erochichi
    06:04 19/07/2010 # ! Neutral (0)

    Do you really think those separate elements for a minced game won`t be collected in a pack, torrented and seeded? How do those idiots like this CEO come to their positions?
    If games exist in some form, they will be pirated. It is as sure thing as gravitation!

    Avatar of El Chaos
    Comment by El Chaos
    10:43 23/07/2010 # ! Neutral (0)

    We pay 20 bucks for two hours worth of movie(s).

    Therefore, we should pay 20 bucks for two hours worth of gaming. In this way, we would be getting incredibly cheap STG ports (which are waaaaaay under two hours long), and only morons would be buying 500+ bucks epic JRPG bore-a-thons.

    And since DLC is also pirated, people would just have to "work harder" to get the longer, more boring games without getting their wallets raped.

    That's cool with me.

    Avatar of kajunbowser
    Comment by kajunbowser
    15:53 21/08/2010 # ! Neutral (0)

    The irony is that this is coming from the CEO of a company that sells cheat code products for games. Not a bad idea. (~_^)b

    Comment by ogaOa3GY7A
    22:31 17/07/2010 # ! Neutral (0)

    It's just me or he really seems like Gil Grissom?

    Avatar of Pertamax
    Comment by Pertamax
    23:57 17/07/2010 # ! Neutral (0)

    no not just you, i've almost think this is an article about CSI when taking a glance at the pic

    anyway what this guy saying was the reason for increased piracy

    Avatar of TheBeast
    Comment by TheBeast
    07:31 18/07/2010 # ! Neutral (0)

    i don't think either would work. in both scenarios a bootlegger would acquire the file needed to make the game complete, and include it with a download.

    Avatar of Gigaman
    Comment by Gigaman
    20:41 17/07/2010 # ! Neutral (0)

    Yeah sure. First pay for CD & Serial Code, than pay for intallation, for .exe file, and for main menu. Oh, you want to play? Pay more.

    No shit codemasters, not funny joke. Also - it's friggin easy to manuver. Just buy all "parts" of game and hack'em to make one final product.

    Sore losers.

    Avatar of Rios
    Comment by Rios
    03:27 18/07/2010 # ! Neutral (0)

    Isn't EA doing that, though? What I mean is paying for a Serial Code to get online with.

    I think Unibsoft is also thinking about that, too. So, buying used games is no longer going to be worth it. Have to wait longer then a few months to get the price down, else just buy it new.

    Avatar of Gigaman
    Comment by Gigaman
    00:00 19/07/2010 # ! Neutral (0)

    I'm not able to play new games due to old PC, but I heard about it, and yeah it sucks. That's why piracy will have rising tendency.

    Avatar of お茶
    Comment by お茶
    20:42 17/07/2010 # ! Neutral (0)

    A kick-ass business idea~!

    Comment by Anonymous
    20:49 17/07/2010 # ! Neutral (0)

    A KICK ON "HIS" ASS..

    Comment by Anonymous
    21:45 17/07/2010 # ! Neutral (0)

    how to defeat piracy? ask sony!

    Comment by Anonymous
    23:02 17/07/2010 # ! Neutral (0)

    sony days are numbered just ask google

    Comment by Anonymous
    23:40 17/07/2010 # ! Neutral (0)

    its already at the mid point of its life spam if they didn't crack it within 2-3 years its not going to get cracked
    just look at microsoft and nintendo their systems were hacked within the first and second year yet sony stayed uncracked, even though someone almost hacked it but sony closed that door once he announced how he hacked the system

    Comment by Anonymous
    01:16 18/07/2010 # ! Neutral (0)

    lol pwned
    did you just google 'ps3 hack' and the 3rd link is where stupid geohot said "3 years later ps3 get hacked" ? that was on January. the silly fool give up already

    Comment by Anonymous
    11:10 18/07/2010 # ! Neutral (0)

    First anonymous misses a point: MOST PEOPLE DON'T HAVE A BLU-RAY BURNER! That is the ONLY reason why PS3 hasn't been cracked out the wazoo yet!







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