Call of Duty: Black Ops
GDC 2012: Call of Duty: Black Ops Generated $250 Million in Map Packs Alone, Says Analyst
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FADE LLC's Benjamin Schlichter has just concluded his “Download Dominance” talk at GDC 2012 in San Francisco, lifting the lid on some astonishing DLC stats.

Halo 3, Fallout 3, GTA IV, Call of Duty: Black Ops and Red Dead Redemption were identified as the best performing games in terms of DLC revenue, across both PS3 and Xbox 360. On average, the DLC for these games adds between $7 and $11 of revenue to each copy of the game, said Schlichter.

That’s pretty big business, then. But the king of them all is Call of Duty: Black Ops. Schlichter estimates that Activision’s shooter generated $250 million in map packs alone. That’s just map packs. Mental.

Bulletstorm DLC, meanwhile, was identified as one of the worst performing games released last year, in terms of DLC. It generated less than a dollar of extra revenue per copy sold, Schlichter claims.

The future is bright, however. Going forward, Schlichter predicts that the DLC market will have amassed a whopping $2.5b in revenue by 2016, noting that the Xbox 360 takes the largest chunk of this, as it sells more DLC than the PS3. Schlichter believes that this is driven by the large amount of shooters on Microsoft’s platform and the increased amount of DLC available for them.

Schlichter and FADE also analysed attach rates, meaning the amount of people that buy DLC for any given game. The worst performing titles struggled with just 3.3% of users purchasing DLC, while the best stretched all the way up to 29.7%. The average attach rate for DLC on consoles is around 12.2%.

Schlichter also notes that there is no correlation between the price of DLC and its popularity. Indeed, he openly encouraged publishers to charge more for their DLC, because cheaper content doesn’t sell more. Thanks for that, mate.

Review scores have an effect on the figures too. Games with an average Metacritic rating of 90% or more generate, on average, $9 million per game in DLC sales. Games with a Metacritic rating of 60-69, meanwhile, generate less than one million, on average.

FADE's data comes from an analysis of 350 separate pieces of DLC, largely focusing on substantial “macro” content and expansion packs, instead of nickel and dime stuff like outfits and weapons. The company analysed 7 million users' data, tracked through Achievements and Trophies.


User Comments

Forum Posts: 161
Comment #2 by Rekker09172194
Friday, March 09, 2012 @ 03:23:34 PM
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Edit on my post. Should be "Bet the workers get nice bonuses"

Forum Posts: 23
Comment #3 by Xero Shinobi
Friday, March 09, 2012 @ 03:25:16 PM
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haters gunna hate

Forum Posts: 11
Comment #4 by edc315
Friday, March 09, 2012 @ 03:33:40 PM
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Since publishers have little room to move the current $60 price for a AAA title, DLC revenue is one way to pay for costs that increase every year (inflation, health insurance for employees, etc). Gamers should find this good news. Without that DLC revenue, some smaller publishers and developers may have gone the way of the dinosaur by now.

Forum Posts: 86
Comment #5 by dalton32389
Friday, March 09, 2012 @ 03:34:31 PM
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good for red dead.

Forum Posts: 8
Comment #6 by quaneylfc
Friday, March 09, 2012 @ 03:34:37 PM
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so...when people say cod is shit, they just chat bollocks :P

Forum Posts: 553
Comment #7 by Hansathan
Friday, March 09, 2012 @ 03:37:10 PM
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Red Dead did have amazing DLC. Take note developers, take note...

Forum Posts: 402
Comment #8 by ademlakey
Friday, March 09, 2012 @ 03:37:14 PM
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The only thing that has kept treyarchs version on COD alive is zombies. Can you say..irony.

Forum Posts: 1
Comment #9 by Galactixs
Friday, March 09, 2012 @ 03:37:29 PM
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the only thing good about COD is zombies, thats it

Forum Posts: 129
Comment #10 by andy888101
Friday, March 09, 2012 @ 03:39:27 PM
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That is a lot of money for a map pack. Also Bulletstorm DLC didn't sell well because it a OK game not a great game. I sill need to buy the dlc hope it get lower in price soon.

Forum Posts: 19
Comment #11 by xGallade
Friday, March 09, 2012 @ 03:39:29 PM
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Well, if Map Packs were priced at the originalprice of $10 (800MSP)
then, the sales rate would've been lower.

Why $15 (1200MSP) Antivision? Greedy bastards.

Forum Posts: 6
Comment #12 by GamePlayUK
Friday, March 09, 2012 @ 03:42:29 PM
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@9 YUP.. everything else inside of the COD franchise sucks now apart from zombies.. i would like to say COD4 is a great game but that would just be nostalgia talking...

Forum Posts: 3020
Comment #13 by Dirty130
Friday, March 09, 2012 @ 03:42:45 PM
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That's right, encourage the developers to up the price of DLC. Thanks. Thanks alot.

Forum Posts: 856
Comment #14 by i got squeezed
Friday, March 09, 2012 @ 03:45:49 PM
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First Strike is on sale for 33% off on the Home adds. If you go into the game add-on, it shows 1200. Its down to 800

Forum Posts: 12521
Comment #15 by Spanish Assault
Friday, March 09, 2012 @ 03:48:21 PM
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Still wont buy them...

Forum Posts: 72
Comment #16 by Drewbles
Friday, March 09, 2012 @ 03:49:40 PM
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And they could have made a lot more money putting the map packs on sale the week before MW3 like they've done the last few years with map packs.

Now most people are playing MW3 and buying those new maps and don't have as long to wait till the next Call of duty this Fall.

So whenever they do go on sale, a lot less will buy them due to those factors.

Forum Posts: 74
Comment #17 by Dark Knight1990
Friday, March 09, 2012 @ 03:51:09 PM
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With the exception of AAA games, I think DLC is a big mistake. It doesn't sell well on smaller titles and takes up valuable developer resources to build. I'd much rather see that time and energy go into polishing the game before release, or patching it post. As for the CoD maps, I think the price point is fine where it is. I know a lot of people don't agree, but I enjoy getting a lot of content with one purchase.

Forum Posts: 190
Comment #18 by Luis Ownz
Friday, March 09, 2012 @ 03:54:20 PM
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Doesn't surprise me considering people are still buying the same exact game every year. Idiots.

Forum Posts: 108
Comment #19 by Slayinfool
Friday, March 09, 2012 @ 04:03:42 PM
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Makes you wonder why Activision feels the need to milk Call of Duty every year when they can clearly milk one game at a time with DLC for atleast two years.

Forum Posts: 755
Comment #20 by head0r Inc
Friday, March 09, 2012 @ 04:09:11 PM
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ridiculous... the maps are way too expensive, 800 MS Points would be alright, but 1200? wtf...

Forum Posts: 2086
Comment #21 by StillTIPPIN187
Friday, March 09, 2012 @ 04:10:34 PM
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BUT.. BUT..... Black Ops sucked?

Forum Posts: 0
Comment #22 by Th3D00mV1ru5
Friday, March 09, 2012 @ 04:11:17 PM
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Fucking sheep.


Forum Posts: 14
Comment #23 by dude1286
Friday, March 09, 2012 @ 04:39:56 PM
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Rule #19 of the internet: The more you hate it, the stronger it becomes.

I gladly bought all of these map packs and only hate two of the maps: Convoy and Shangri La. And I got Rezurrection for free. I saved my money to instead of buying Modern Welfare 3 and its maps, to buy Black Ops II and its map packs.

Forum Posts: 20
Comment #24 by AcidPT
Friday, March 09, 2012 @ 04:42:19 PM
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Wait, who's buying this crap?

Forum Posts: 759
Comment #25 by PANIC ATTACK 10
Friday, March 09, 2012 @ 04:48:01 PM
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at this rate, the rumours of a no disc drive, on next system, will be true. we are seeing more non disc sales including xbla. we have netflix streamed. pc has streamed games. we have ALOT of DLC. doesnt take much to see disc games going bye bye. wonder how much RB3 makes in DLC....

Forum Posts: 0
Comment #26 by Killa12
Friday, March 09, 2012 @ 05:08:35 PM
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Some people dont understand

they not buying the game because of its gameplay...

they buying it because of the name ''call of duty''

we all dont understand to be honest. we keep buying / they keep making

easy as that

Forum Posts: 2099
Comment #27 by mjc0961
Friday, March 09, 2012 @ 05:18:50 PM
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And this is why the map packs still cost $15 each. You might not buy them at that price, but suckers are.

Forum Posts: 951
Comment #28 by Chaosflare
Friday, March 09, 2012 @ 05:24:48 PM
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When you're charging about 50% more than your competitors, sure, the numbers make sense.

Forum Posts: 0
Comment #29 by DobbyWild
Friday, March 09, 2012 @ 05:26:06 PM
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there is 6 new achievements for the map pack coming out on mw3 worth 160 gs :S

Forum Posts: 74
Comment #30 by SilvereX
Friday, March 09, 2012 @ 05:44:02 PM
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@29 Who gives a shit?

Forum Posts: 11
Comment #31 by packfan23
Friday, March 09, 2012 @ 05:56:37 PM
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Its funny how people get so butthurt because more people have bought black ops dlc than actual copies of battlefield 3. You want to complain about cod but it keeps getting stronger. Every new entry has outsold its predecessor with eye popping numbers. People complain but at the end of the day you buy it at the midnight release and get pooped on and come on here and cry about it. Don't be mad cause mw3 has outsold battlefields entire catalog. And this is coming from someone that plays battlefield and call.

Forum Posts: 1635
Comment #32 by HugTheBear
Friday, March 09, 2012 @ 05:59:27 PM
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I buy the games. I don't buy the map packs though. The maps usually suck and they are way over priced.

Forum Posts: 64
Comment #33 by Rybo96
Friday, March 09, 2012 @ 07:06:37 PM
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Wish they would do a Zombie Map Bundle for Black Ops. I would buy that day 1.

Forum Posts: 191
Comment #34 by ash356
Friday, March 09, 2012 @ 07:20:36 PM
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Just because people enjoy a franchise, doesn't make them sheep. Considering all the hate being aimed at CoD, they're actually the complete opposite of sheep.
I'd personally class all the people jumping on the CoD-hate bandwagon as 'sheep'.

Forum Posts: 26
Comment #35 by LovableCrazee
Friday, March 09, 2012 @ 07:50:18 PM
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Wow, what a surprise. Making good games gets people to buy DLC.

Forum Posts: 90
Comment #36 by packers4life12
Friday, March 09, 2012 @ 07:58:44 PM
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That's because COD fanboys won't spend there money on any other great games. That's why games with creativity like Shadows of the Damned(which got a 9.5 outta 10) and El Shaddai can't even keep there heads afloat in sales because this generation of gamers are so shallow to anything outta the ordinary, and before someone starts in not a COD hater I play the games just not the second they come out. I really hate to see where gaming goes in the next 10 years God Help Us All! RANT OVER

Forum Posts: 325
Comment #37 by chrishaney23
Friday, March 09, 2012 @ 08:24:30 PM
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This game alone is why the industry is dying. Shame....

Forum Posts: 0
Comment #38 by Ultimo Godzilla
Friday, March 09, 2012 @ 10:17:28 PM
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@22 You fuckin' cracked me up with that.

OT: $250 Million worth of pure bull SHIT!!!!!!!!

Forum Posts: 0
Comment #39 by asilent boom
Friday, March 09, 2012 @ 10:21:43 PM
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Interesting that MS bought early DLC rights to 3 of the 4 top games that DLC was purchased for. Looks like someone at MS knew what they were doing when they made those deals.

@37 The industry is dying? You're basing that off of what? I just read an article that says the global gaming industry generated $67 billion in 2010, and is expected to top $112 billion by 2015. That doesn't sound like it's dying to me.

Forum Posts: 374
Comment #40 by Ninja Kaspyr 83
Friday, March 09, 2012 @ 10:24:58 PM
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this is digusting. i stopped buying DLC long time ago. in fact i stopped buying certain franchises becuase they charge $60 for a game that barely has online anymore. fuck all these companies. ima trade in my xbox and get only hackable systems from now on. FREE GAMES AND DLCs FROM TORRENTS MOTHER FUCKERS!

Forum Posts: 647
Comment #41 by Nei Debrusc
Friday, March 09, 2012 @ 10:37:39 PM
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@39 "Doing well" and "dying" are two different things, just like popularity and quality are both very different. The industry is making money, but a lot of the games and the companies are shit.

Forum Posts: 279
Comment #42 by TheGoldenReaper
Saturday, March 10, 2012 @ 12:08:55 AM
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They could send a couple hundred of that my way.

Forum Posts: 204
Comment #43 by Explodius
Saturday, March 10, 2012 @ 12:46:28 AM
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You'd think that they would invest some of that money into a new graphics.

Forum Posts: 37
Comment #44 by PRxBeasT
Saturday, March 10, 2012 @ 12:57:43 AM
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Woww what a dick I mean really? He actually encourages overpriced dlc Dick riding whore if u ask me btw everyone notice the first strike map pack is down to 800msp just so u know

Forum Posts: 869
Comment #45 by eiVaL
Saturday, March 10, 2012 @ 01:16:01 AM
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since the next console wont be using discs and have the issue of storage space, whats their excuse gonna be for holding out content then

Forum Posts: 2615
Comment #46 by Venomized
Saturday, March 10, 2012 @ 02:55:21 AM
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Well when all the DLC ends up being the same price of the game, it isnt that hard to believe.

How many map packs did they have for 1200? 4?

1400 microsoft points is about 20 plus tax. 80 bucks for 5600 microsoft points. 4800 msp for all the cod maps. So that is about 70 bucks for all the DLC.

250 million dollars? No that isnt hard to believe at all.

Forum Posts: 15
Comment #47 by sniper mantis
Saturday, March 10, 2012 @ 03:13:47 AM
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and this is the reason why they will keep on spewing out c.o.d games every year, regardless of if its actually good or not, cause no matter how much people bitch about it, they will still buy it and keep lining the pocket of those who make it

Forum Posts: 8
Comment #48 by Furl
Saturday, March 10, 2012 @ 05:59:11 AM
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I don't think people realise, that the only reason the games industry is still afloat, is because of publishers like EA & Activision. They are the ones buying up the smaller, struggling development houses, and allowing them to make games. Sure, they have to put an online pass on every game, Ala Bioware, and sure you have to put their DLC prices up because their publishers say so.

But they are a company. They make money, it's what they do. People need to stop acting like the game companies owe them something.

Call of Duty is clearly not a shit game, or it wouldn't be the biggest piece of entertainment ever. So please, stop being morons and actually know what your talking about before you bash huge companies/games.

And just so we're clear! I have played every CoD since the first one. I bought it on Day One. And have done so with every other title apart from 2.
And I know the series has taken a down turn with MW3. I'm not going to deny it. But still, I don't hate it because it's cool to hate it.

I enjoy games, how about we start acting like gamers, and just enjoy the games we want to enjoy? And stop complaining about everything and anything that happens that is WAY out of our control.

Forum Posts: 68
Comment #49 by TrueDestiny619
Saturday, March 10, 2012 @ 05:59:55 AM
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Black ops was the best COD, it actually tried to do something different and all ppl did was bitch and moan, I'm not saying it's 'the best game ever' but it has been the best COD game since 4

Forum Posts: 687
Comment #50 by Stormy2k
Saturday, March 10, 2012 @ 07:10:04 AM
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Black Ops has been the best game in the series by far since COD4.

I brought evey map pack for it along with my mates, except for the Zombie ony one. Im a MP man.

Its what you get out of it, which for me was hours of fun with my mates, worth the 1200MSP.

Oh and I also play BF3 along with other games and buy their DLC.

DLC certainy adds to the many games I own. Already downloaded the ME3 Ashes one. Love it.

Forum Posts: 215
Comment #51 by Septic
Saturday, March 10, 2012 @ 07:12:35 AM
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FURL = COD fanboy

Forum Posts: 170
Comment #52 by TheGreyMan
Saturday, March 10, 2012 @ 07:46:26 AM
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I'd be interested to know the figures for people buying a pre-owned game who then go on to purchase DLC. It might settle the industry furore about pre-owned games being bad for business. I buy plenty of used games, as well as brand new. I also buy DLC for those games. So one way or another the devs get my money.

Forum Posts: 192
Comment #53 by Corpse87
Saturday, March 10, 2012 @ 08:30:51 AM
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@37 your a moron! @22 you like sheep eh? @51 douche @48 nice to see someone speak the truth for once

Forum Posts: 204
Comment #54 by Explodius
Saturday, March 10, 2012 @ 09:36:27 AM
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I mean graphics engine**

Forum Posts: 500
Comment #55 by Wehttam
Saturday, March 10, 2012 @ 09:54:04 AM
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Black ops 4 dlc's add up to more than it costs to buy the game - I refused to buy any of them at full price - now they have made all this money can they please put them all in deal of the week?

Forum Posts: 361
Comment #56 by AKfoy0face
Saturday, March 10, 2012 @ 10:03:02 AM
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bought all blackops DLC because it was deff worth it. now these MW3 ones not so much

Forum Posts: 95
Comment #57 by Purified666
Saturday, March 10, 2012 @ 10:35:28 AM
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ugh, yea hooray for people that are devoted to getting every dlc for their favorite game, i know im gonne get all dlc for assassins creed and halo. even if they price it up more, but this would also mean, that im gonne spend less points on other (maybe promising in the future) games, and this would only affect the other games i think,,, so in short, i'll buy my favorite games and dlc, and the other games, no thanks (shame becausse i bought some stuff here and there)

Forum Posts: 2
Comment #58 by XxJoaoPauloBRxX
Saturday, March 10, 2012 @ 10:43:47 AM
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Activison is are a bunch of thieves, cuz they take out original game in content and sell it back to us like 5 months later for 15$. The next they'll do is to put Online Passes.

Forum Posts: 3
Comment #59 by R1Pt3h5Y5T3m
Saturday, March 10, 2012 @ 11:01:29 AM
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Regardless of fanboys and qqing, Black Ops DLC was some of the best money I spent that year to game with friends. Hated zombies at first but that changed once we understood it better....

Cant wait til BO2, will have saved some money not picking up silly mw3 elite/maps.

Forum Posts: 5
Comment #60 by Dr Damien G
Saturday, March 10, 2012 @ 11:37:19 AM
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Still waiting for either a sale on the bops maps or an only zombie maps dlc...I mean come on. You know thats the only reason people are getting it damn you...nobody want to play on kowloon and the rest of your shit to mediocre maps.

Forum Posts: 1596
Comment #61 by HalfEVILmonkey
Saturday, March 10, 2012 @ 11:56:29 AM
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I loved Bulletstorm, but it just wasn't marketed properly in my opinion.

Forum Posts: 917
Comment #62 by I mak3 big boom
Saturday, March 10, 2012 @ 12:00:45 PM
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@53 your a moron? Wow. Talk about being a hypocrite.

Forum Posts: 19
Comment #63 by shakeNbake0810
Saturday, March 10, 2012 @ 03:57:53 PM
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Zombies may be the best gamemode ever. But i hate myself a little everytime i perchase one of these overpriced dlc's because i pretty much only get them for zombies. i hate the multiplayer.

Forum Posts: 820
Comment #64 by SpongebobRoundpants
Saturday, March 10, 2012 @ 05:57:49 PM
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I guess that's what infinity ward is trying to do now.

Forum Posts: 8
Comment #65 by Ashkihyena
Saturday, March 10, 2012 @ 07:11:44 PM
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Even more money for a company that doesn't deserve it.

Forum Posts: 141
Comment #66 by theIncredible
Sunday, March 11, 2012 @ 12:13:52 AM
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@4 That would be great but Not so small developers ARE shutting down and publishers ARE firing (down sizing/ reorganizing) the development houses they own. Infinity Ward admitted that a some of the MW2 DLC had already been completed and they also said that ALL of the MW1 maps had been converted to MW2 maps during production so they could try different aspects of the game. I do believe they should be charging for their DLC but they are overcharging for stuff they don't need too. CoD sells more than enough copies of the game to make money and the smaller companies aren't selling enough copies of the game so DLC isn't even a factor for them. They'll never sell more DLC than copies of the game.

Forum Posts: 241
Comment #67 by Masta Mylez
Sunday, March 11, 2012 @ 03:58:29 AM
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I am not in danger, I AM THE DANGER

Forum Posts: 8
Comment #68 by Furl
Sunday, March 11, 2012 @ 06:15:48 AM
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I find it fascinating, how ignorance wins over sense.

"COD IS SHIT!!??!?!?!?!?!" - 4000000 Thumbs Up!

"Hey guys maybe we should just enjoy the games we want to enjoy? And stop bashing everything?" - 10000000000000000000000 Thumbs down.

Forum Posts: 182
Comment #69 by PuttyGod
Sunday, March 11, 2012 @ 07:44:10 AM
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I find it fucking astonishing that NOW is the very first time ANY Black Ops DLC has gone on sale. Who the fuck is going to spend ten dollars (the "marked down" price) for a map pack for Call of Duty 2K11. And after all of that, it's still only the first map pack, as if it were somehow too soon to put the other three on sale. MAYBE I would have checked them out had they gone on sale sometime during the games lifespan, but whatever, it's their loss; fuck 'em.

Forum Posts: 186
Comment #70 by DeanBriggz
Sunday, March 11, 2012 @ 08:37:30 AM
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Sheep buy DLC for shit rehashed games - surprise surprise.

Forum Posts: 8
Comment #71 by quaneylfc
Sunday, March 11, 2012 @ 01:14:43 PM
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sheep also try and boycott games that they are shit at

Forum Posts: 13
Comment #72 by frankumms
Sunday, March 11, 2012 @ 03:07:48 PM
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wonder how much HMX makes off rock band DLC

Forum Posts: 597
Comment #73 by F Swan
Sunday, March 11, 2012 @ 03:58:20 PM
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So this is why the map packs have never been discounted ...

Forum Posts: 2
Comment #74 by Latias_On_Vox
Sunday, March 11, 2012 @ 04:50:30 PM
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For the questions about Rock Band DLC, I've heard that all of the DLC ends up turning a profit. I don't know how much, but Harmonix comes out ahead. As far as RBN stuff goes, I have no idea.

Which is awesome, because we'll keep getting more!

Forum Posts: 218
Comment #75 by Spun77xLucky Stricke
Sunday, March 11, 2012 @ 07:47:34 PM
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Forum Posts: 298
Comment #77 by Phantomzero17
Sunday, March 11, 2012 @ 11:19:13 PM
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Yep another reason why we'd never see a Bulletstorm sequel. Something of a shame. Great game just didn't fit into the current market enough. If only it had come out in the early 2000's woulda caught alot of 90's era fans for just being outlandish.

Forum Posts: 410
Comment #78 by Optomistic
Monday, March 12, 2012 @ 03:41:37 AM
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Don't understand all the COD hate. I enjoy them, don't love em, but have had plenty of fun playing them. Same with MOH and BF. I guess you really gotta love em/ hate em to get all fanboy passionate.

Forum Posts: 410
Comment #79 by Optomistic
Monday, March 12, 2012 @ 03:44:53 AM
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@48 Totally agree with you. That's like trying to tell the sun to be blue. Not gonna happen, cos it's outta our control. But I do enjoy the rays of sunshine it casts every so often.

Forum Posts: 1
Comment #80 by kingfatass010
Wednesday, March 14, 2012 @ 09:04:59 AM
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@53 you sir are a dickhead. quit sucking activisions cock! yer boong

Forum Posts: 1
Comment #81 by kingfatass010
Wednesday, March 14, 2012 @ 09:07:57 AM
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call of duty black cocks

Forum Posts: 110
Comment #82 by LeafRaider
Friday, April 20, 2012 @ 05:30:54 PM
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11 if they were priced at 800 msp sales would have higher... Not sure if that would have meant an increase in profit though. It depends on what they calculate their PED to be. I suspect if they did a sale I reckon they'd make thousands of sales. I know I'd be purchasing all of the dlc if they did so.

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