Project 10 Dollar

EA is trying out this new program called Project Ten Dollar which basically gives gamers an incentive to buy a game new (as opposed to used, duh) by providing special codes which unlock special downloadable content for that particular game. The name of the project stems from the fact that those who don't have the special codes would have to shell out an additional ten bucks for such content.

While this has been previously done in the form of special editions or pre order bonuses (for example the special edition of SFIV included a code for an alternate costumes pack) this is the first time the bonus has been given out simply for buying a new copy.

Let us count the ways in which, for consumers, this blows. I understand that EA wants to get its fair share of the profits for the games it makes, I understand that once a game is sold used (via gamestop, Amazon or what have you) then EA no longer makes any money off that game. This makes the project perfectly sensible. But it still feels like they're trying to cheat gamers out of their money. It makes perfect sense for anybody to try to get the best deal on what they purchase, if a gamer wants to save a few bucks and is content with buying used then so be it. This isn't a defense of the above used game retailers, in a perfect world we'd all be able to sell our used games to each other with not middleman. Because the world is far from perfect the above retailers play an important role in this clandestine market, they make a fair share of money out of it too.

Lets look at EA's model. The company rakes in the biggest profit margin out of new games, as opposed to retailers, but let us assume that the people that buy new were gonna buy new anyway and have no intention of buying used either for ethical reasons, because they really like the game or because they just love EA. The target market for a new game is those gamers who are willing to pay the exorbitant amount of money that a new game costs. But EA is not content with having this market cornered (because no one else can make the game and sell it new) now they want to eat at the used game market and they want to do it not by having a smaller pricepoint (and smaller profit margin) nor getting into the used game market directly but rather by providing an incentive which forces those who don't buy new and want that incentive to purchase it at an incredible markup.

What you are doing, then, is basically telling your clientele that there are two types of classes: those who buy new and give you direct profit and those who don't. You're not so much rewarding the former (because DLC isn't that expensive) as punishing the latter (because DLC isn't that expensive). No one is being forced to buy anything, obviously, but you're still essentially blackmailing people into giving you their money and not the retailers or a friend or an ebayer or whoever you happen to buy a used game from.

Now let's forget about DLC for a bit because DLC is not the only premium offered in project ten (more accurately fifteen) dollar. There have been games in which the bonus is access to an in-game store which would otherwise cost actual money without the code. So now the question is why isn't this available to everybody?

Even in the case of DLC you're still somewhat cheating your customers, if you're willing to give away DLC to a segment of the population then, honestly, your DLC probably didn't cost you that much, or maybe its not that good or maybe you're just making up bonuses that, though optional, some folks will have to pay a lot more to get. If you're not that into your DLC in the first place (since you're giving it away after all) then why not include any bonus maps, access to stores, uniforms or what have you with the game? why not let everybody have access to it?

Because you're greedy. Because you take the same position that textbook makers take, you sell crap with tons of markup then get angry that you're not getting a piece of an emerging market (used media) but since you cant release a new edition of a game every year (unless its a sports game, right EA?) then you come up with stupid shit like Project 10 dollar. It makes you come off as a shitty multinational who wants to keep reigns on everything they sell even after its sold. You try to dissuade those who want or have no option but to buy used by resorting to gimmicks. And for that, EA, welcome to my shitlist, population? you.

By the way this isn't a rant against downloadable content. Look if and when Infinity Ward decides to bless us with some bonus maps for Modern Warfare 2 I'll be the first in line to buy it. But the thing here is that if its taken this long then obviously its not something that was ready at launch, its not something that could have been included at launch, its a legitimate add-on to the game and something that should be worth more money. In the case of Battlefield Bad Company 2 (and other EA titles) the downloadable content will be available at launch and will be free to whoever buys the game new. To everybody else it'll cost a bit more, optional sure, but if its ready to go on launch...well why not just include it with the game? but now I'm just repeating shit I already said.