Mixed strategy

Mar 16, 2010 08:27 GMT  ·  By

We might be on the pathway to a digital-only world where disk-based entertainment is a sign of a long forgotten past but at the moment, full digital distribution of videogames is just a niche for the big publishers. A quick look at the NPD Group numbers for sales of videogames in the United States shows that a lot of players are still interested in driving to a store and getting a box, which contains Modern Warfare 2 or New Super Mario Bros. for the Wii.

But there are ways of mixing digital distribution and disk-based sales. John Schappert, who is the Chief Operations Officer at Electronic Arts, told an audience at the GDC that “What I think we're seeing is an influx of DLC as an extension of these games [...] but it all starts with a shiny disc.” A recent report publicized by the PC Gaming Alliance shows that gamers who use the PC are more interested in digital download than console users.

EA has implemented a strategy of offering downloadable content, which complements and expands the initial experience for both role playing games like Dragon Age: Origins and Mass Effect 2 from BioWare and for first person shooters like Battlefield Bad Company 2 from DICE. The so-called “10 Dollar Project” is both an effort to get gamers to pick up more new titles and one to develop a fresh revenue stream for the publisher.

He added that “Publishers need to be thinking of a long-term relationship with their consumers. I think the days of ship it and forget it are behind us now.” There are enough platforms for videogaming at the moment, ranging from mobile devices to the online world and to traditional consoles and the PC that publishers need to think about integrating them all and getting players to sample a franchise on as many as possible in order to occupy their time and get their money.