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Kotick: “We’re not doing anything to suppress used games today”

Friday, 12th November 2010 22:44 GMT By Stephany Nunneley

kotick

Activision CEO Bobby Kotick has said the company is not planning on implementing a Project $10 any time soon to curb used game sales.

Speaking in an interview with Joystiq, Kotick believes the tactic EA and others are using is detrimental to the players.

“I think we’ve probably done more to try and create innovative ways for people to pay for their games,” said Kotcik. “We’re not doing anything to suppress used games today. What we’ve tried to do is to really support our audiences and, you know, when you talk to players, they like the idea of having a currency. They like the idea of being able to take a game they no longer want to play and use it to get a credit to buy new games.

“We can do some of these things that EA and others have done, [but] we actually don’t think its in the best interest of the gamer, and so we’ve chosen not to.

“I think we’ve generally tried to do things like encourage our customers to used-game sales, probably more so than our competitors. But you know, we’re very mindful of what’s happening macroeconomically and I think that that plays a role when we’re thinking about the price of our content.”

Instead of forcing a new games sale incentive at consumers, Activision instead uses downloadable content to make up for some of its financial loss from used games.

“From a financial perspective you look at it and say, ‘Okay, well the retailer is not paying us anything for the privilege of doing it and you know we invest all this capital in making a game and we are not getting any credit, any return on their resale of the game,’ but, you know something, the best way to keep people engaged in your game experience is keep giving them more great content,” he explained.

“As business models evolve, as the way you distribute content evolves, as the ability to do things online changes in terms of pricing or trial or sample. I think we’ve definitely always been out in front of the rest of our competitors. But I think you always need to be sensitive to that relationship and not crossing the line to a place where the customer feels like they have been taken advantage of.

“Our customers need to be satisfied that there is a price-value relationship that they feel great about.

Back in August, Activision announced the Call of Duty franchise as a whole had sold over $20 million worth of Map Packs, with the Modern Warfare 2 Stimulus Package selling over 2.5 million units in its first week on sale for $15.

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19 Comments

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  1. AHA-Lambda

    the strange thing is over the year i’ve became much less hostile to ol’ bobby.

    He’s a greedy SoB sure but his bark is worse than his bite it seems: he keeps mentioning MMO CoD but there’s nothing yet, nothing on selling cutscenes from their games as movies, and some other headline grabbing stories dont seem to have come to pass yet either.

    Plus at least he isn’t doing used sales incentives, he isn’t doing alot of pre order only dlc and alot of acti’s court cases are negatively slanted to them for obvious reasons BUT it sounds like
    A) they have a legit case in suing double fine
    and B) as for IW/Respawn it seems like both parties may be in the wrong there; but obv not paying bonuses i wont defend here.

    Just my 2 cents there; yes he is still milking CoD for all its worth and $15 DLC is the worst thing i can attribute to him =/

    #1 4 years ago
  2. YoungZer0

    “We’re not doing anything to suppress used games today, but maybe tomorrow.”

    #2 4 years ago
  3. The_Deleted

    Bobby K in Not a Cunt shocker. Sure, he charges a fortune for DLC. But I’ve never bought into CoD, so fuck it.

    #3 4 years ago
  4. Naaame

    This guy is greedy, and well done for finding the greasiest picture of him to put up xD.

    Nothing wrong with used game sales how they are.

    #4 4 years ago
  5. freedoms_stain

    “price-value relationship”

    We disagree on that one Bob-O.

    #5 4 years ago
  6. back_up

    So in other words he is trying to say ea sucks

    #6 4 years ago
  7. endgame

    “We can do some of these things that EA and others have done, [but] we actually don’t think its in the best interest of the gamer” LOL! u has no soul demon! u don’t care about anyone else other than u! begone!

    #7 4 years ago
  8. Phoenixblight

    @1
    A) they have a legit case in suing double fine

    No they didn’t even the judge laughed at Activision for the case, its why Activision and EA swept it under rug. They had no case what so ever. Activision dropped the game so EA picked it up pretty simple. It was like a boyfriend leaving and the girlfriend finding a new boyfriend. Old boyfriend just wanted the girlfriend back because she moved on.

    #8 4 years ago
  9. Gekidami

    @6
    And he’d be right.

    Its a shame that Acti take so much flack over, in the end so little. Whilst EA are utter dicks and yet get a free pass.

    #9 4 years ago
  10. JimFear666

    In 5 years, its the first time this douchebag say something good…
    but he is still a douchebag to me.

    #10 4 years ago
  11. Phoenixblight

    @9

    Sorry what? The company has no original thought, the company’s profit comes from milking a 6+ year old engine, making Spiderman and Simon rhythm game with very little innovation. Outside of Blizzard, Activision is just a mass manufacturing and processing plant of mediocre product.

    Reason why Activision doesn’t care about used sales because by the time a person is done with COD and trades it in, the next one is out so the last game is irrelevant.

    #11 4 years ago
  12. OrbitMonkey

    You like games
    I like money
    You don’t like?
    Go cry to mummy

    A poem by B.Kotick

    #12 4 years ago
  13. Gekidami

    @11
    Yeah, because games like BF and MOH are oh so original, amirite?

    And what does that have to do with any thing anyway? People mainly hate on Acti because they released expensive DLC yet EA are pretty much selling their games in pieces but thats apparently cool.

    #13 4 years ago
  14. AHA-Lambda

    @8 – not if vivendi was right in their contract stating that before they could move publisher they had to pay back their money which they didnt

    #14 4 years ago
  15. EscoBlades

    @2: I LOLed!

    #15 4 years ago
  16. Phoenixblight

    @14

    http://www.gamasutra.com/php-bin/news_index.php?story=24750

    @13
    Yes because those “pieces” we get back if we buy the game new if you dislike that than don’t buy the game used. If you buy the game used you still get it cheaper with buying the DLC. Is it wrong to do that? Thats subjective, I on the other hand support the idea because they don’t see a red cent in the used game industry and the 10$ pass is a way to get people to buy new.

    #16 4 years ago
  17. DarkElfa

    Every time I see his face I want to punch it.

    #17 4 years ago
  18. LOLshock94

    this guy is legendary he needs to win the noble or else

    #18 4 years ago
  19. notpill

    “Activision setting the recommended retail price (RRP) for Call of Duty: Modern Warfare 2 (MW2) on the consoles at £55 ($83) in the UK”

    So EA charge ONLY the multiplayer feature of used games, Activision charge us on everything.

    #19 4 years ago