With
Best Buy, Toys R Us, Gamefly, lots of Mom and Pop small town video stores and even
Amazon getting into the used game market, game developers have to been getting nervous these days.
In these troubled times (
drink), it's going to be hard to keep afloat if you make games for a living. Or, at least, it's going to be hard to beat your competition.
I'm not a game marketing expert. I'm not a game developer. I don't even work in the industry as a mail handler. I'm just a lifelong gamer with some observations to share with game makers in the wild.
When a game is bought retail, and then traded in to a store that deals in used games,
there is a slight (but real) chance that a retail sale has just been eliminated from the market. Someone who wants to buy that game will be happy to pay a few less dollars and buy it used.
If you want to keep your games from being traded in, you're going to either need to provide increased value, or skip the brick and mortar sales altogether, a la Steam, the PSN, or Xbox Live markets.
As a consumer I will be much less likely to put down dollars on a PSN title than a hard copy of a game. I can't return it, and for some reason I lose my
right of first sale with digital goods (no idea, but this isn't the post that discusses that). So I wait. I hem, I haw, I hesitate and procrastinate, because I'm nervous that my money will not be well spent. The harder things get economically, the less likely I will be to spend that money. If the digital copy costs the same as the hard copy, or as
a hard copy, I am psychologically locked out of spending that cash. Yes, it's handy to get a direct download. But since I'm losing right of first sale, and I can't return the goods if I despise them, you're asking me to take MORE risk, for the same money. Forget it.
So if you still want to release your goods on plastic and foil, how do you keep your game from being resold?
There's no need to reinvent the wheel.
Take a look around and you can see which games are never sold used, or are sold for nearly same cost as they were new (thereby mitigating your loss of sales).
MMO's are a great example of this. Partly because they contain terms in their agreements that prevent the "account" linked to the game from being sold, and partly because by the time the user is done with the game, there's no market for the used disk. So, if you ignore the weird TOS that prevents you from selling your digital goods, there's a lot of added value for the user there. When they buy the game (and usually pay a monthly fee on top of that) they are satisfied to keep it around for a good part of the lifetime of the product. There are examples of this kind of thing that don't point to an MMO, per se. Look at
Little Big Planet or Diablo II. Both of these products had an online/social component that kept the user playing the game long after the initial content was exhausted, and encouraged the user to keep the hard copy around. In Diablo's case, you can currently get a used copy for around $6 sans shipping. However, Blizzard (the game maker) has re-released this game with value added (expansions and so on) so many times, I can't imagine they've lost money here.
Another strategy to keeping your games off the used shelf is to provide so much content or replay value in the game that the user cannot are to part with it. I bought my PS2 copy of
Disgaea used for $35 years after it was released and before it was reprinted. It still occupies a place of honor on my shelf, and very rarely I will still pull it out and mess around.
Grand Theft Auto IV is one of the highest selling (in terms of cost) used games out there. It's over a year old on the PS3, and yet it still commands a used price close to the current retail price. Why is that? Replayability. The sandbox geniuses at Rockstar made a game that is hard to put down, and hard to give up.
Want to know what the cheapest used games are?
Sports games and
linear action games. And games full of bugs, of course.
Fallout 3 on the PS3 is pretty cheap these days, and bound to get cheaper. The game has enough replay value, you'd think it would be rocking the same price as
Oblivion was for years. Too bad the damn thing crashes, freezes, and frustrates you too much to keep playing it for long (on the PS3, anyway - Bethesda, get it together, please?).
Sports games and linear action games have this weird formula that makes them seem as easy to knock off as one more season of Threes Company. Anyone that buys one of these games knows they're going to burn through it in a few hours and then trade it in. These kinds of games that I don't even buy any more. I'd rather rent than spend even $5 on a crappy action title.
I'm not going to pain the whole action genre with that brush, but those and sports titles seem to be the most easily 'knocked out' these days. Couple that with the fact that %90 of video games based on movies (a highly reviled genre, for other reasons) are action and platformer titles, and you have your explanation.
Make deep, engaging, content filled games. Throw in some social networking or co-op multiplayer goodness for good measure.
Or you know. Make causal games and charge $5 for the digital download. But don't keep selling us piece of crap, 10 hour mindless games for $45 and then wonder why we don't want to pay for them brand new.