Ubisoft May Follow Electronic Arts' Ten Dollar Programme For DLC
Written Wednesday, May 19, 2010 By Richard WalkerView author's profile
Ubisoft has responded to questions regarding future DLC during its fiscal earnings call, stating that the company might resort to following EA's example and adopting the Project Ten Dollar DLC scheme.
The potential move will follow an 18% loss of earnings for Ubisoft for the year, boosted in the final quarter of 2009-2010, riding on sales of Just Dance on the Wii and Assassin's Creed II.
Future Ubisoft releases will presumably adhere to the EA template of packaging exclusive access to DLC with new copies of the game and charging approximately £10/$15 for the same access for those buying the game pre-owned. As such, Ubi DLC will therefore be issued from day one in some cases.
"Most of the games we are releasing next year will have from the start downloadable content available, and we are looking very carefully at what is happening with EA regarding what we are calling the $10 solution, and will probably be following that line sometime in the future," said Ubisoft CFO, Alain Martinez.
Ubi CEO Yves Guillemot threw in his own two cents, stating, "We have been using keys starting last year on our products. Those keys were allowing some customers to have content if they were buying the product in specific stores, so we have the system in place to actually generate more revenue on the second-hand market.
"We are building the content to make sure it can be beneficial for both groups to actually pay enough on one side and on the other side when you don't buy the game as a full game that you're interested to buy the new offering and are interested to pay to get that."
EA introduced the Project Ten Dollar initiative to recoup lost revenue from the sale of used games. Mass Effect 2 and Battlefield: Bad Company 2 both include unique access codes with new copies.