Is Exclusive Content Bad For Gaming?
Editorial

Anyone who pays any attention to video game releases knows about exclusive pre-order deals for in-game content. Until a year ago, that content was a statue, a figure, a hat, or something we'd consider "swag" in the gaming world. That all changed when retailers and publishers started releasing codes for in-game content. It started off as a gold-colored Lancer for Gears of War 2, or a Warthog with flames on the sides for Halo Wars. While these were merely collectibles that changed in-game aesthetics, it has recently evolved to game-altering exclusives. I'm talking about exclusive characters or gameplay modes that could potentially change the experience of the game itself.
This list from Arstechnica.com has a brief list of the fall releases with exclusive in-game content. We've updated it a bit.
* Halo 3 ODST: Players who preorder the game will receive a code allowing them to play as Sgt. Johnson in the online multiplayer mode, "Firefight."
* The Beatles: Rock Band: Preorders will give players three free in-game songs and an in-game photo book.
* Marvel Ultimate Alliance 2: Unlock the the Juggernaut as a playable character.
* Dark Void: Players will get a gold jetpack, allowing them to use unlimited amounts of boost and pull off as many special moves as they want.
* Assassin's Creed 2: Exclusive access to Palazzo Medici, as well as "the freedom to discover the treasure hidden within its ancient walls."
* Section 8: Players will receive exclusive captain's armor for when you play as either faction in the game, as well as a special in-game pistol.
* Brütal Legend: Exclusive in-game guitar weapon.
* Need for Speed: Shift: Access to the BMW E92 M3 GT2 in the game.
* Ninja Gaiden Sigma 2: A special in-game Ryu Hayubasa costume.
* Uncharted 2: Among Thieves: Players will be given access to the game's multiplayer demo, as well as immediate use of the Revenge Attribute, an unlockable booster in the multiplayer campaign.
* Ratchet and Clank: A Crack in Time: GameStop exclusive level known as the "Discovery Pack," giving players a museum-like level containing "a moon’s worth of extra content."
* Tekken 6: exclusive Cardboard Tube Samurai costume designed by the guys behind Penny Arcade.
* Forza 3: USB Stick, VIP Members, 2 Exclusive car packs, and Free Premium Theme
* Operation Flashpoint 2 - Unlock a unique mission called Ambush with a code for preordering
It should be noted that while these items are limited to Gamestop purchases, online retailer Amazon, and other retailers also participate in these limited time deals.
For instance, other stores are coming up with ways to counter these exclusive retailer/publisher deals. For Halo 3: ODST, Toys R Us was giving out $20 gift cards, and a free ODST action figure. While the action figure, and the $20 gift card were both accessible to non-ODST buyers, it added value to the package making it easier to swallow a $60 investment on a new game. That was the route I went, and while the sting of jealousy for not being able to play as Sgt. Johnson is there, I have a $20 gift card to put toward other games to play.
Unfortunately, if this trend of exclusive in-game content battles continues, no gamers will ever have the same experience with their games, creating a gap left for gamers to feel disconnected from one another.
Just as a general observation; I never said it costs extra to get pre-ordered content; it simply costs more to buy a game right out of the starting gate. Even if you buy a new in-the-original-shrink-wrap game 6 months after release there is a good chance the price has dropped significantly without feeding to the used-games giants - however, you've lost any chance of playing the exclusive content available at pre-order.
Also, Blockbuster did/does something similar. For both Madden 2010 & CoDMW2, when you put $5 down, you'll get a $5 gift card when the game is release.
If you pay off the preorder on the first payment, you'll get a $5 gift card that day.
If it's offered later on, I don't see a problem with it -- the "gotta have it!"s will pre-order to get it, while others can wait for it to come out. But when no one says anything about the content and what will happen to it later. . . That's good marketing strategy, sure, but it's also something I hate.
I don't feel cheated, though, no -- no exclusive baseball bat for me in Left 4 Dead 2? I don't mind. Now, if the "new game mode" they're announcing was restricted. . . Or to put it in a realistic example, Juggernaut will never come as DLC? I'd feel cheated. When developers purposely cut out something or block something to pre-orders only, and it's actually something relating to gameplay itself, it sucks.
Problem is: It works. If Juggernaut was stated as "DLC for December!" or something, people would have waited. Once they heard the game was only X amount of hours, or had Y amount of bugs, sales might not have been as strong. Pre-orders basically trick people into giving the full price.
I guess what I'm trying to say here in this ramble is that it's sort of bad. When it's purely visible, like flames on a Warthog, it's a nice gesture, as it's like a developer saying, "Thanks for pre-ordering and having faith in our product." But when it's something that could actually impact how you can play the game, it feels more like a "Thanks for pre-ordering; the rest of you can be jealous now."
(As for the Borderlands gun pack, I would count that as a visual thing. As far as I've heard from others, the guns are easily replaceable. They're just a bit stronger than what you start with. And considering the amount of guns in the game. . . Getting "exclusive guns" is a very small detail.)
I'm with you. That last paragraph was a little misleading, so thanks for clarifying.
If we look at retail as a whole, video games become a can of worms. From the retailer's standpoint: most overstocked products can be returned to the distributor for credit. Not video games (at least, that's how it was five years ago). So GameStop devised the "reserve" sale to minimize overstock. Suddenly, distributors aren't moving enough units, so the publishers aren't making as much money, and the developer budgets are shrinking.
How do the publishers battle this? By getting behind the pre-order sales system...they can offer in-game content, and now they are not only promoting pre-orders, they are minimizing distributor costs and discouraging used game sales. Game incentives can come in several forms, and probably the most cost effective for publishers is in-game content that can be reproduced at almost no cost. It's a no-brainer for publishers.
Who's to blame? Hard to say. My personal opinion is that the used game AND pre-order fiascoes would diminish significantly if there were a better satisfaction guarantee for consumers and a solid return-credit system for retailers.
For the time being, in-game pre-order bonuses don't bother me all that much. There are system-exclusive games/content and region-specific games/content...being a video game consumer means we have to learn to go without sometimes. Unless there's an issue where gamers absolutely can't play with each other -- like the first Army of Two's region locking or the Juggernaut crap that just happened -- I don't personally have an issue with bonus content. But that's just me.
Besides, with weapon proficiencies, the more you use a type of weapon the more skilled you are with it. the damage goes up and other stats are affected. True, you may find a higher level weapon that is "better" that with anything. It is subjective.
I'm the kinda person that if I use weapon A so many types, that's MY weapon. I love, cherish it and will keep it for the memories.
Besides, I'm just interested in what this 8-weapon gun pack really is.
What if I like playing as stealth & action, I have to preorder the game from two different stores?
Sounds great. Awesome. Except...nobody else can get power steering on the car afterwards, not because the car can't do it, but because you didn't pony up and pay the price to get it before everyone else.
The retailer "excuse" is a poor one, it's the same line of BS they gave me when I worked at EB Games. If you can't properly calculate supply and demand of product, you shouldn't be in the business of retail. It's the lazy way out.
First off, you can never accurately calculate supply and demand of a product. Never. I wonder how many employees got fire when Halo: Combat Evolved became a big hit and no one saw that coming. Sheesh.
Off-topic, but similar: Ea has this habit of having you register on their website with your gamertag so you can get other content. Which is just another way of them to collect data on you.
People really hated Battlefield Bad Company's preorder bonuses. Especially initially when Ea said after release they would have them available for purchase online.
Preorders and other stuff like this are just the beginning. As this type of infrastructure matures I hope retailers, publishers, and developers realize how to leverage these opportunities to the best of the customer and then to themselves.
Of course, in a industry that is so very well entangled with technology, it's hard for it to properly mature when new avenues and possibilities keep popping up.
That's bullshit. There will ALWAYS be surprise hits, just like there will always be surprise flops. But every industry has to calculate inventory and supply - regardless if its' retail or not.
First sorry if I misinterpret what you called BS. Cause I may not have gotten your point.
So then explain how you can accurately report demand of a product that really could be hit or miss. Yes, preorders are a good way to figure out the demand, and I understand the need to estimate the amount of demand in order to get the right amount of supply.
But the Wii has been out for awhile and that is still hard to find. Everytime we got one, it would be gone the next day. Maybe that was a year ago since not too many people have been asking us for it.
Another example, my store will not be receiving any copies of Operation Flashpoint 2. Now we don't do the orders that apparently is dealt with someone higher than my store manager. But we've had about 4-5 people come in or call about when we were going to get it. That's money lost and that's my point. They may still need to anticipate what the demand may be, but they also cannot do so accurately enough so that they do not miss opportunities.
Gears of War 2 released with a FREE Flashback map pack available to EVERYONE who purchased the game new, regardless of the retailer used.
I can understand the reasoning behind providing a little 'something extra' to encourage people to purchase new, but no publisher is helping themselves by limiting consumers to specific retailers. This goes for game-extras as well as limited editions. Assassin's Creed 2 and Ninja Gaiden Sigma 2 both have collector's editions available only at GameStop. What's up with this?
If Amazon.com offered every single one of GameStop's "exclusives", I'd definitely go out and buy more of the games associated with them. As it stands now, I might be drawn toward these limited releases once or twice a year, but the majority I buy used from ebay out of spite.
Why can't I buy everything from the retailer of my choice!?!?!?!?
If every "new" copy of Marvel:UA2 came with a code for Juggernaut inside the box, that's still no excuse for it to not be made available on XBL or PSN for those who do eventually purchase used from day one... and at a reasonable pricetag.
These companies are likely interpreting it as "oh gamers like this."
No, we DON'T like it. Were being FORCED into this.
Except your point is moot because it's proof their system doesn't work. They didn't accurately anticipate demand and now they are short copies to sell. There was too much emphasis on preorders and now they've potentially lost sales to another retailer.
The Wii is a matter of, was a matter of, supply.
What really gets my goat is when I hear about "exclusive demos". Why would a dev/publisher ever want to limit access to one of the best promotional tools a game can have? It's like saying you have this really amazing commercial, but you'll only air it on one particular channel. That may help drive people who were going to buy the game anyways to a particular retailer, but it does NOT help get more people to buy the game.
No one is forcing you to do anything. It's business.
The solution to this aggravation will never be from complaining to the retailer, the publisher, or fellow gamers. Stop buying from these places. Or at least stop pre-ordering. I completely skipped MUA2, as much as I wanted to play it.
When Bungie announced at PAX that the ODST Sgt Johnson code would be unavailable after launch, I made a decision on the spot whether to make sure I got my pre-order in with Amazon, or just skip the whole fiasco and pick up a copy on release day. I'm thankful that I made the decision that I did, because not only do I NOT miss Sgt Johnson in Firefight, I got a great release-day incentive at Toys R Us that wasn't announced until just a few days before release. Kat did the same.
I don't think that exclusive content is bad for gaming, as long as we can be adults about it. The next generation is being bred to play video games, and they are quickly becoming the primary consumers; retailers know this. The trouble is: as adults who also play games, a lot of us have our idea of what gaming industry ethics should be, and we see these pre-order shenanigans as some type of extortion. Here we kick and scream, but for every game copy I buy used, GameStop has already sold fifteen launch-day copies to middle-schoolers with weekly allowance money and airhead parents.
My personal solution to avoid all this is to stop focusing on what could be and look at what is...before the pre-order bonuses, before the developer promises (Left 4 Dead), before the game-changing updates (Star Wars Galaxies)... I ask myself: do I think that this game, the way that it is -- without DLC or ongoing server support -- will be worth the current price tag? It's a yes or no question. And if I choose to pre-order MUA2 for the Juggernaut code and my friend doesn't have an HDD to download the stupid update, then I move the Juggernaut DLC to a memory card and play with my friend!
That, or just skip the game entirely. I've missed out on some great games using this method (Trine, Gears of War, Beatles Rock Band, etc)...but I also don't feel the pressure when it comes to pre-ordering for in-game bonuses.
Sure, anyone can take it completely literally and just say, "I'm not being forced because I don't want Juggernaut" and while that may be true it's missing the point entirely. Anyone wanting to use this character is strong armed into a pre order.
So pre-order it, then.
Do you want to use Juggernaut for $60...or every other great aspect of the game for the used price of $40 six months later?
Did you know that Blade, Psylocke, and Cyclops are only available on the PSP/PS2/Wii versions?
Did you know that She-Hulk and Sentry are only available on the Nintendo DS version?
There are 30 playable characters available to all systems, all customers. It's so weird that this frustration comes from just one.
And let's not start on JG's mention of the exclusive weapons pack in a game that will feature 60,000+ weapons (Borderlands)...
*Item: Band of Fire is available when game is ordered from the USA's EA Store.
*Item: Memory Band is available when the game is pre-ordered from all retailers.
*Item: Dalish Promise Ring only available when the game is pre-ordered from specific retailers.
*Item: Guildmasters Belt only available when the game is pre-ordered from specific retailers.
*Item: Feral Wolf Charm only available when the game is pre-ordered from specific retailers.
*Item: Bergen%u2019s Honor is only available with the Collector's Edition.
*Item: Grimoire of the Frozen Wastes is only available with the Collector's Edition.
*Item: Final Reason is only available with the Collector's Edition.
*Item: Blood Dragon Armor is available at launch for any new copy of the game for PC, XBox 360, and PS3, this DLC adds a suit of armor that can be used in Mass Effect 2 and Dragon Age.
*DLC: The Stone Prisoner is available at launch for any new copy of the game for PC, XBox 360, and PS3, this DLC adds the companion Shale to the game. For players who purchase a used copy, it can be bought separately.
*DLC: The Warden's Keep is available at launch for the direct download version Collector's Edition, it includes a new location on your world map, at least one new quest, two new achievements, and, possibly a player character owned or player-managed stronghold.
Just thought people may be amused by the confusingly large amount of DLC coming with Bioware's Dragon Age.
it was also in battlefield bad company before GOW2, in BBC you could only get a certain gun with a pre order code from gamestop, and without it you missed out on an achievement, the gun was also pretty good in game from what I heard.
But they ARE forcing you to do things by using these programs, and it's getting worse. It's not that they are making items available as bonuses for those that preorder, it's that they AREN'T making another means to obtain them for those that don't. And just like we saw with Juggernaut, then the person that didn't preorder may have to bend over backwards just to enjoy the game with their friend.
The fall season is bad enough with gaming in terms of the sheer number of games to purchase, nobody can afford to get all the games they would like to get, and now if they don't preorder they can't get everything with the game they want as well.
It is a business, and it's a very poor business decision to not give your customers options.
Exactly. Giving items for 'free' when pre-ordering a game, and charging for them later on makes the most business sense to me.
I know what you mean...I've got bills galore to pay, so there's no possible way in hell I'll be able to afford every exclusive brand-new, nor would I want to at this stage of my life. There are things outside of gaming I'd like to do as well, things that also cost money...so when it comes down to it, I end up purchasing a lot of my games from half.com just to get the experience without going broke.
Now stuff that doesnt make a different such as a different color hairdo or what not I am fine with because it doesnt change the game dynamic, but when you start screwing that up the exclusive nonsense needs to go out the window.
That just makes me laugh. I don't mind exclusive content. I just think it should be made available with all "new" copies instead of pre-orders. As I said, I can't afford to drop X amount of $'s on 6 preorders in the next 2 months. What I can live with is when the "exclusive" content gets unlocked or made available (price tag or not) at some point in the future.
Btw, according to Randy Pitchford, the last weapons count for Borderlands put it at over 17,500,000. Therefore, an extra 30-50 guns in the "Mercenary gun pack" is absolutely nothing. The entire Gearbox team has been playing it for at LEAST 3 years and they still haven't seen every permutation.
That's why I called the Merc Gun Pack a "visual" thing. 30-50 guns in a 17,500,000+ game is like a water drop in a bucket. The guns are there to help you start out. Past level 5, I'd wager, most people are probably going to find something better. And at level 50, who's even going to remember that "Oh man, he had a Gamestop gun."? For PvP at level 1 (That'd be kinda boring, though), yeah, it may give an advantage, but let's be fair -- I could have a more powerful gun. . . But if I can't aim worth a damn while my friend can score a few head-shots and mostly body-shots, I don't think it matters much in the end if my gun does maybe 20 more damage or something.
Jim, while I agree that voting with your wallet is always the strongest measure, we certainly should complain to the retailer, the publisher, the developers and our fellow gamers. Things don't get changed by silently taking this crap. Let your local GS manager know that you're not buying MUA2 because of the pre-order fiasco. Email both the pubs and devs expressing your displeasure with these business practices. Tell them that their decisions regarding preorder bonuses are tainting your perception of their company and their products. And by all means complain to your fellow gamers about it, that way we we know that we aren't just isolated curmudgeons, that this is an issue we share with many of our fellows.
The fact of the matter is, I care cause I'm curious what it is. Also it is not 30-50 guns. It is just 8 weapons. Besides the aim of the game isn't to get every possible gun, cause that isn't happening.
Besides even if you take one character and level them up to 50 and keep playing it for 3 years. You won't find a lot. Randy said that for every level about 2,000 weapons are generated to match that player's progression. So 2,000 times 50 is no where near "17,500,00+" guns. And who cares about the number of weapons after 10?
The only reason I didn't get Sgt. Johnson (by going the Toys R Us route) is because the employee at Gamestop outright lied to me when I pre-ordered, so I canceled it. Every time I play Firefight mode and see a Sgt. Johnson, I feel a slight pang of jealousy for not having the same content in my $60 game.
I do <3 the gift card and ODST figure from Toys R Us, but it doesn't make up for the fact that I have an incomplete game.
Unless the retailer has you locked in via contract, you already have everything needed and just need to produce more codes..so sell the damn feature and turn a steady profit on it. Plus then you'll profit a bit from used game purchases. More money for game companies = More / (Hopefully better) games.
Last I heard, the gun count was around 17,500,000 (Mid-page, next to screenshot of Claptrap). If there's a more recent article that says there's only about 100,000 guns (50 x 2,000), I'd love to read it. (Unless I'm misunderstanding you about the 2,000 weapons thing, in which case, my bad.)
Everyone's curious about what the guns are. But the article that this thread is about is "Is Exclusive Content Bad For Gaming?". In the case of Borderlands, it's not. I understand completely about about wanting to know what they are -- I do too. But I'm 100% confident that these guns are completely ignorable past a certain level, that level being something small like 5.
Is that bad DLC for a game? No, it's not, because nothing in the core gameplay is being changed, unlike Juggernaut in MUA:2. That's what I'm trying to say -- the guns are slightly more powerful than what you start with, but when you compare it to whatever else you may be able to find, the DLC becomes a silly point to be arguing in terms of if it's bad for the game or not. They fade into the background once you're beyond the starter area or first few areas if you don't find anything good. In effect, they become a "visual DLC".
I'm not sure what thread you're reading, but I don't see a general sense of entitlement in here. Most people aren't demanding that all this content be free on release day for everyone, only that the complete game (particularly game altering content such as unique characters/items/levels) be available in some form after the pre-order period is up, even if they have to wait a month to pay for it. That's not entitlement, that's a pretty reasonable request from a user base.
And I don't see how criticizing companies for poor business decisions counts as entitlement either.
Entitlement: belief that one is deserving of or entitled to certain privileges
When you buy the game, you get what comes with it. Not what is promised to come later...but what comes on that disc. You bought that game for what it is
Wanting anything more than that (like being able to buy your way into something that was designed to reward pre-orders) is a sense of entitlement. A feeling that the developers "owe" you something.
If you really feel like you are getting screwed out of content, then buy the game used at a lower price or don't buy it at all. Show the publishers how you feel with your money.

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If money were the issue, then Collector's Editions should be under fire, not pre-orders.
Everyone with $60 has the same opportunity to reserve a game and get the bonus content. The only sacrifice I see with bonus content is that patches -- like the required Juggernaut update -- take up valuable HDD space.
There's also the matter of people who wait to pick up the game used, but that's a whole different discussion...