Article written by Alex C.
Published on 11/05/2012 at 09:30 AM.
I know it is, of course, but gamers, like any consumers, are happiest when they feel like they’re being looked after.
The subject of day one DLC rears its head frequently here on TSA, but recently EA’s Peter Moore spoke out about addition revenue streams and, as picked up by Gamasutra, something he said has echoed around the web.
“The key thing is selling digital content on the day of launch,” he said, proudly. “When we sold Mass Effect 3 back in March, we saw a 40 percent attach rate that first week to DLC at GameStop in the United States.”
“Not only are you selling a $60 game,” he added, “you’re selling $20 DLC, so the sale becomes $80.”
Well, that’s really nice. But as a consumer these sort of comments grate a little bit, because it seems like this is quickly becoming the norm. Yes, it’s optional, but it’s clear that – like Project $10 and the online pass – day one DLC will very quickly become the standard.
It’s all about the money, isn’t it?
“Once we get that disk installed in the tray of an Xbox or a PS3, we then look at our consumer on an ARPU basis,” added Moore. ARPU? Average Revenue Per User.
Long term, I see this becoming more and more essential too – publishers will still label it as ‘optional’, but it’ll start with a slightly better gun as DLC, then a faster car, then an extra level… Anything to get us to keep spending even though we’ve already paid for the game which, I might add, are hardly getting cheaper.