A business analysis of maps as paid DLC


(Smokeskin) #1

I know this first DLC is free for those who get it the first two weeks, but after that people will have to pay and the following will apply.

Let us first split the players in 3 groups

A) those who won’t buy DLC
B) those would pay for a DLC with skills, attachments, costumes
C) those who would only pay for DLC if the maps weren’t free

Obviously, the only revenue difference with free maps is group C. Is this a large group?

Now let us look a paid DLC with maps and split players again

  1. will not buy DLC. This group now also includes players who are opposed to community-splitting DLC, either from principle or from previous experience with other games (this may deter first time buyers too).
  2. will buy DLC no matter what
  3. will buy DLC only if sufficient number of populated servers run DLC maps. Many may take a wait-and-see approach for some time to avoid being lured in by an initial interest population that won’t last.

Is group 1 larger than group A? Is group C large (if it is small, paid maps is certainly a bad idea)? Can you overcome group 3’s reservations?

Is group 1 large enough that they can sustain their own community without losing members from lack of populated servers? Is group 2 large enough to get group 3 to buy? Can group 2 (+ 3) populate enough servers that some people won’t leave the game for lack of populated servers - these are the people supposed to buy the next DLC, they’re the premium customers you don’t want to lose.

These are the sort of decisions business executivescshould be asking themselves. That’s how I’d approach it. I don’t know much about game publishing, so I won’t pretend to know the size or behavior of the customer groups, but the basic business logic should be the same.


(Nexolate) #2

It certainly is a concern that’s crossed my mind many times. The community has dwindled to be only a thousand strong or so currently. Granted that number will likely increase with the release of the DLC but still.

How to deal with players who don’t own the content? It’s not simply a case of locking them out of servers with the new maps, as there are Abilities and such as well. Hopefully the devs will be able to comment on this before the release so as to clear things up.

It’s a real shame the first DLC will end up being priced. I understand there are probably forces behind the scenes that caused this business decision, but splitting the community in such a way is really the last thing Brink needs at this moment. =/

Regards,
Nexo


(Smokeskin) #3

No, on PC alone the number of simultaneous players peak at around 1,000 - there are of course many more than the peak number playing regularly, you have to count players playing only once a week. And then there are all the console players.

My point is, I’m not even sure it is a good business decision.


(Spendlove) #4

I would allow everyone to see the DLC but only the maps are free. That way Splash/Beth don’t cut the community in half. Everyone can play on the maps but you can only see the extra shiny, not use it unless you payed. That way, the fans get the DLC and show it off IN GAME to those who don’t, advertising it right in there faces.

I can’t see an SDK being released though. Not if DLC is ever going to be paid for. Some slick modder would just port over all the paid for content and maps.


(shirosae) #5

Another factor: The content of the DLC has implications for the subsequent development of the game.

If you’re asking me to pay for horse armour when your game still doesn’t have first person demo recording, it has an influence on how likely I am to pay, since the implication is that the money is just going to go towards the development of more horse armour rather than the development of first person demo recording.

There’s also the whole SDK v DLC thing. If it were true that the inclusion of DLC forbids the release of an SDK, I wouldn’t touch the DLC with a stick, let alone pay money for it.

All in all, I pretty much need to wait again to see what SD is playing at. For which I’m going to get punished with a DLC fee (in the best case scenario that said DLC won’t cripple future development of the game).


(crazyfoolish) #6

[QUOTE=Smokeskin;345190]I know this first DLC is free for those who get it the first two weeks, but after that people will have to pay and the following will apply.

Let us first split the players in 3 groups

A) those who won’t buy DLC
B) those would pay for a DLC with skills, attachments, costumes
C) those who would only pay for DLC if the maps weren’t free

Obviously, the only revenue difference with free maps is group C. Is this a large group?

Now let us look a paid DLC with maps and split players again

  1. will not buy DLC. This group now also includes players who are opposed to community-splitting DLC, either from principle or from previous experience with other games (this may deter first time buyers too).
  2. will buy DLC no matter what
  3. will buy DLC only if sufficient number of populated servers run DLC maps. Many may take a wait-and-see approach for some time to avoid being lured in by an initial interest population that won’t last.

Is group 1 larger than group A? Is group C large (if it is small, paid maps is certainly a bad idea)? Can you overcome group 3’s reservations?

Is group 1 large enough that they can sustain their own community without losing members from lack of populated servers? Is group 2 large enough to get group 3 to buy? Can group 2 (+ 3) populate enough servers that some people won’t leave the game for lack of populated servers - these are the people supposed to buy the next DLC, they’re the premium customers you don’t want to lose.

These are the sort of decisions business executivescshould be asking themselves. That’s how I’d approach it. I don’t know much about game publishing, so I won’t pretend to know the size or behavior of the customer groups, but the basic business logic should be the same.[/QUOTE]

I agree with you 100%. SD would do well to read this.


(xTriXxy) #7

A business analysis? brink should be for 9.99 euro and all DLC for free. ETQW should be free to play as TF2


(its al bout security) #8

every one is up in arms about that. have you ever heard of an actuary? they do tables on the most random things and after thousands of tables on figures they come up with some numbers. generally, will a 25 year old white male that smokes and plays PC likely buy the DLC?, then they run some numbers. they take all these tables and find percents, and yad yada its kinda hard to explain. but im sure they do studies like this, most companies do.

but i am sure they ran some type of study on it and found that it would work. for one all 1000 people will have it, then im sure a couple 100 will come back. plus if someone comes who bought the game im sure they would chip in 5 bucks. like if i go and buy halo, and ilike it then realize they have DLC i would buy it, if i didnt like it i wouldnt buy it. the people that do like the game and wouldn’t ever download it is probably a small number in the single or double digits.

my point is if people like the game gat the DLC, if they dont like the game they wont, that wont change and complaining wont fix that.

people think that it will make people quit and thats absurd.

and really it is a good sales pitch. if you know anything about buisness then you would know that limited time offer that forces people to make rash decisions are great, and they work, always will.


(St NickelStew) #9

You know, the OP makes some good points. I am going to buy all DLC. Therefore, if SD charge for the new abilities but give the maps away free, they will make as much (from me) as if they charged for the bundle of abilities and maps. The benefit is that everyone would have all maps which would improve the multiplayer experience of all, including those who paid for the DLC.

One thing I would really like SD to consider bundling in a DLC are additional skins for assault rifles, SMGs, and pistols. Particularly assault rifles. It is nice to have more than one skin (I have both Bulpdaun and Carb-9 additional skins from pre-order) so that you can have multiple versions set up for immediate use. I would also like to be able to have more than 10 characters. There are lots of things that SD could charge for and still give maps away free.

But that said, I will also buy the maps. And hope that enough others also do so I have lots of people to play against.


(St NickelStew) #10

[QUOTE=shirosae;345258]Another factor: The content of the DLC has implications for the subsequent development of the game.

There’s also the whole SDK v DLC thing. If it were true that the inclusion of DLC forbids the release of an SDK, I wouldn’t touch the DLC with a stick, let alone pay money for it.

[/QUOTE]

Yup.

How can a publisher afford to offer an SDK if customers do not purchase their products? Welcome to the demise of PC gaming … .


(Ghostdog) #11

Personally liked Tripwire’s approach to DLC in Killing Floor.

Extra weapons, perks, maps etc were available to everyone for free. Only cosmetic stuff like outfits are sold as paid DLC. That way the community doesn’t get segregated and those who want to support the game can buy the cosmetic stuff.

I guess it worked for them because they were a small team.


(its al bout security) #12

[QUOTE=Ghostdog;345378]Personally liked Tripwire’s approach to DLC in Killing Floor.

Extra weapons, perks, maps etc were available to everyone for free. Only cosmetic stuff like outfits are sold as paid DLC. That way the community doesn’t get segregated and those who want to support the game can buy the cosmetic stuff.[/QUOTE]

or now if you want to support the game you pay 5 bucks for 2 new maps clothes skills levels, probably adding another hundred hours of gameplay. whats the point of whining?

support the game or get left behind, i am probably the poorest guy here, i got brink free a gift and i got my xbox as a gift.

i still think i can manage a 5 dollar dlc.


(Mustang) #13

I actually don’t mind paying for weapons, attachments, abilities, appearance items (clothes, tats, hats etc.)
It’s only the maps that I wish to be free
Let everyone play on the new and old maps together
Yes people that have the purchased items might acquire a slight advantage, but at least there is no split in community
Everyone can play on the same servers, with their mates that have or haven’t made the extra purchases


(BMXer) #14

Business decisions are business decisions but I don’t understand how anyone thought it was a good idea to blatantly lie to their customers. Firstly by saying the DLC will be released in June and more importantly by saying that the DLC would be free.

I honestly can not believe that anyone could possibly have thought BSing your customers was a good idea, business or not!

It would be seriously epic if someone could compile a list of all the SD quotes that have turned out to be exact opposites of what actually happened. Would be quite the list me thinks!


(Smokeskin) #15

[QUOTE=BMXer;345420]Business decisions are business decisions but I don’t understand how anyone thought it was a good idea to blatantly lie to their customers. Firstly by saying the DLC will be released in June and more importantly by saying that the DLC would be free.

![/QUOTE]

Oh please. Getting delayed isn’t lying, it is at worst a planning mistake. Maybe they decided to do this patch first instead of along with DLC, which I think was a good decision.

And it is free. Everyone has a two week window to get it for free.


(nephandys) #16

The problem is actually your Group A. They’ve tried the paid DLC model out and found that it’s a tiny fraction of their customers that aren’t going to be willing to pay no matter what. Otherwise, pretty much every company in this business wouldn’t have decided this is a viable business model. I’m going to repost something I put in another thread as it seems relevant to your “business analysis.”

Also, your broken down groups of 1, 2, and 3 are missing tons of potential people. For example, what about people that only buy DLC because they want to play with friends? This motivation is similar to your populated servers group, but somewhat different. Realistically we could actually have way more than 3 groups there, but that would then make any analysis much more complicated. Lastly, in a game that came with only 8 maps…well I’m pretty sure most people are going to jump on having more as long as they enjoy the base product. Anyways…

Repost:
The patches and updates are still free. Maps, increased levels, new abilities, new costumes, etc. are not. As an earlier poster stated once upon a time this was not the case. We got all patches, updates, and DLC for free. However the developers doing that at that time had a lot less business people involved and a lot more gamers/computer people. They’re 2 different mindsets. When it comes to running a successful business which one do you think wins out? The best is probably some combination of the two, but giving your stuff away for free is just plain dumb.

Also at that time selling these products in this fashion was an untested model so developers and the business people involved at the time were concerned that they would lose players by charging. Guess what they found out? Generally speaking, they won’t. Most people are going to buy the content even if it’s only because they feel obligated to play with that friend who already bought it. That’s why almost every company is doing this now.

Even TF2 is jumping on the bandwagon. F2P? Uh yeah they are going to make a million times as much money as they were before. By itemizing almost every item in the game and putting them up for sale they are putting themselves in such a sweet spot. Sure, players can still earn stuff in game, but Valve didn’t go F2P for the players or because they thought no one was going to pay for items. In recent interviews they even stated one of their goals is to figure out how to make free players pay money/buy items (that was in the article on Rock, Paper, Shotgun. Think it’s linked earlier in this thread). They saw a great product that deserved ongoing support that wasn’t bringing in enough money. They just hit the mother load.

On the other end you have the MW3 Elite subscription thing. I personally think that’s going too far. The problem with subbing is that we’re talking a long term monthly investment or in other words another bill. That’s way different than a one time purchase and people are probably going to limit the number of subscriptions they have.

Sorry for perhaps going way out in left field there, but I thought all that was relevant to the discussion. I’m not saying I don’t wish all this stuff was free. That would be awesome. It’s just not realistic. Nothing in life is free especially since the world economy went down the tubes.

Also, it’s not a lot of money. I don’t think a lot of people can’t afford or won’t shell out $5-$10 to expand on the game experience of a game they enjoy. I’m 28, I have a full time job, it’s not a lot of money for me or really anyone that I know.

On another note remember when they didn’t release patches, updates, or DLC at all and you just had to suck it up and deal with the product as is?


(Jimmy James) #17

[QUOTE=Smokeskin;345439]
And it is free. Everyone has a two week window to get it for free.[/QUOTE]
You keep using this word. I do not think it means what you think it means. (Props for the Princess Bride reference anyone?)

However, I’m more concerned about the practice of announcing to the community that the first DLC will be free and then, when release date approaches, they announce that the first DLC will be free but only temporarily. It just seems deceptive and underhanded and has made me suspicious of what SD really means whenever they make an announcement. I just can’t take what they say at face value anymore.

-JJ


(Seiniyta) #18

[QUOTE=Jimmy James;345491]You keep using this word. I do not think it means what you think it means. (Props for the Princess Bride reference anyone?)

However, I’m more concerned about the practice of announcing to the community that the first DLC will be free and then, when release date approaches they announce that the first DLC will be free but only temporarily. It just seems deceptive and underhanded and has made me suspicious of what SD really means whenever they make an announcement. I just can’t take what they say at face value anymore.

-JJ[/QUOTE]

Their literal words were that the dlc would be free at release, not that it would be free forever. It’s a nuance in their writing but they didn’t lie. If this is a good thing I’m not sure. It also depends how much they’ll price it anyway. If it’s 3 dollar, well that’s not too bad.


(nephandys) #19

[QUOTE=Jimmy James;345491]You keep using this word. I do not think it means what you think it means. (Props for the Princess Bride reference anyone?)

However, I’m more concerned about the practice of announcing to the community that the first DLC will be free and then, when release date approaches they announce that the first DLC will be free but only temporarily. It just seems deceptive and underhanded and has made me suspicious of what SD really means whenever they make an announcement. I just can’t take what they say at face value anymore.

-JJ[/QUOTE]
“To show our appreciation for your support of Brink, we will be making the first DLC for Brink available for free when it is released.”

Tell me how we are being misled?

In that statement they said they are making it free to show their appreciation to people that supported Brink through its problems. So the free-ness directly relates to those that have already purchased the product and are sticking around through all the problems (not everyone). It says it will be free when it is released (not forever, not in perpetuity, not to everyone, and not to whatever other made up stuff you want to include in there). It’s free at release for 2 weeks. Sorry they left out the two weeks part, maybe they didn’t decide on that part yet and didn’t want to state incorrect information. Or maybe they don’t have to spell out every single facet of their plans to their customer base.

In all honesty they are actually giving away for free to many people that weren’t early adopters as anyone who purchased the game since the lag issues in particular ended weeks ago is going to get free DLC as well. That goes above and beyond their initial statement.

It appears that many of the people making this argument that it was supposed to be free to everyone, forever, and all future DLC should be free just took their interpretation of what was written and ran with it. Rather than just going with what was actually on the page.


(wolfnemesis75) #20

[QUOTE=nephandys;345497]“To show our appreciation for your support of Brink, we will be making the first DLC for Brink available for free when it is released.”

Tell me how we are being misled?

In that statement they said they are making it free to show their appreciation to people that supported Brink through its problems. So the free-ness directly relates to those that have already purchased the product and are sticking around through all the problems (not everyone). It says it will be free when it is released (not forever, not in perpetuity, not to everyone, and not to whatever other made up stuff you want to include in there). It’s free at release for 2 weeks. Sorry they left out the two weeks part, maybe they didn’t decide on that part yet and didn’t want to state incorrect information. Or maybe they don’t have to spell out every single facet of their plans to their customer base.

In all honesty they are actually giving away for free to many people that weren’t early adopters as anyone who purchased the game since the lag issues in particular ended weeks ago is going to get free DLC as well. That goes above and beyond their initial statement.

It appears that many of the people making this argument that it was supposed to be free to everyone, forever, and all future DLC should be free just took their interpretation of what was written and ran with it. Rather than just going with what was actually on the page.[/QUOTE]

Great post. Summed up in a nutshell.

You can’t always get what you want
But if you try sometimes well you might find
You get what you need