Thu, May 20, 2010 | 15:20 BST
Former industry exec believes special editions are the future of boxed titles
Marko Hein, COO of Port Plexus which designs special retail editions, believes this form of packaging will become the standard offer at retail in the future.
Speaking with GI.biz, Hein said that with the inherent need for a product to standout amongst online and digital titles becoming necessary, special editions are not only more distinguishable at retail, but also offer additional value for the costumer’s dollar.
“I think the Special or Collector’s Editions of today could become the standard editions of tomorrow, because you have to differentiate your physical product from the digital download or online game,” he said.
“There’s a certain need to provide more additional value to your goods, to stand out against digital distribution in the future.
“Saying this, the boxed product has a problem, which is that it doesn’t necessarily provide additional value to what you get when you download a game. That means that if your company is in the boxed product business, you need to think how you can provide additional value that doesn’t exist in the digital download.
“Otherwise, when you can download the product for €10 or €20, there’s no need for the consumer to pay exactly the same price for the box.”
Hein goes on to say that special editions could also be a gateway to newcomers to a particular series, using The Sims and Anno as an example, by offering an “introductory edition” that would be less intimidating to a consumer wanting to try a longstanding heritage.
Hein was formerly a senior executive at Bigpoint, Nintendo, and THQ.
Get the fill interview through here.
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9 
Posted in: Development, Retail, Trade
Tags: collector's editions, mark hein, port plexus, special editions
9 comments
#1
xino
20/05/10, 3:26 pm
I agree with this guy, publishers are starting to roll out CE to make more money!
Also this will be an excuse to up the prices of next gen games.
Who knows, next gen games could be like Modern Warefare or Halo type of editions.
#2
OlderGamer
20/05/10, 3:28 pm
Also they see it as incentive to put dlc in these editions for “free” to encourage new sales instead of people buying used. Game pubs want as many preorders as possible to get as much front end cash flow for their games when they are new.
Second hand game sales just kills pubs/devs.
#3
Blerk
20/05/10, 3:36 pm
God, please no! I just want the bloody game, I don’t want extraneous tat at vastly over-inflated prices!
#4
one million
20/05/10, 4:14 pm
This is already happening in PC-centric countries. Only publishers do this not to make the product stand out, but to combat piracy. What I like the most about SEs is the packaging, makes it easier to see which game is which. On consoles, I’ve noticed that sometimes local publishers don’t even bother to order the regular versions, instead opting for special editions prised like regular ones.
#5
one million
20/05/10, 4:17 pm
*second “publishers” should be “distributors”, I guess, like SoftClub here.
#6
DeSpiritusBellum
20/05/10, 4:36 pm
One thing is for sure, the price on games isn’t going to go down for the next couple of years.
On the positive side, maybe the indie scene will flourish in that sort of environment.
#7
endgame
20/05/10, 5:07 pm
what boxed titles?
#8
Hunam
20/05/10, 5:45 pm
He says this just after I vowed to ditch special editions because I’m sick of crap clogging my house.
#9
LordCancer
20/05/10, 6:43 pm
hunam… u can send ur extra game gear to me. I have room…