Codemasters could release smaller retail games which expand with DLC in the future, says CEO

Tuesday, 16th November 2010 16:42 GMT By Stephany Nunneley


Codemasters CEO Rod Cousens has said in order to combat the used game market, it would not be “inconceivable” for the firm to publish a “game like” F1 2010 partially on disc downloadable content released as the race season progresses.

Speaking with, Cousens said a format such as this would not only address pre-owned issues but ones relating to piracy as well.

“It’s not inconceivable to say that we send out a Formula One game that’s not complete – maybe it’s got six tracks,” he said. “Then they have to buy their next track, and you follow it around the world. When you turn up in Abu Dhabi you have to pay for the circuit, and whatever the changes are to the cars that are put through. That, I think, would deal with a lot of it, and also address the pre-owned.

“What we have to figure out is how we’re going to work together [with retail] to make this happen. If retail takes a confrontational point of view and says that if we go online, they won’t stock the box – and publishers then say that all they’re going to do is put out DLC after launch that retail can’t participate in… it’s ridiculous.

“Actually, you need them to get to the stage where they stock the box. It’s not inconceivable that you’re going to ask them to give the box away at some point in time. But then, they participate to an extent in the subsequent DLC exploitation.”

Cousens has said in the past that traditional publishing’s the “model of the dinosaurs”, after Reliance Big Entertainment purchased a 50 percent stake in the firm, allowing Codies to focus more on the digital end of the company and become a contender with larger publishing and development  houses.

Speaking with MCV, Cousens believes that Reliance’s $81M in market capital along with it’s experience in the MMO, online casual and mobile gaming markets, secures the “longterm future” for Codemasters and it’s digital space.

GameStop already offers Xbox Live content through its retail and online stores, and just last week announced DLC made available on PlayStation Network will be purchasable with the retailer by Christmas, so it probably won’t be long before a deluge of retailers start offering the same sort of benefits.



  1. Razor

    This guy is off his trolley.

    #1 4 years ago
  2. LePlatypus

    I’m fine with that if the game isn’t at retail for £40

    #2 4 years ago
  3. The_Deleted

    What they need to do is give us a decent sequel to Music 2000. With todays tech and DLC it could be massive.

    #3 4 years ago
  4. OlderGamer

    Absolutly this marketing tactic is coming. Basicly your going to be buying lower priced demos at retail and you will need to pay for “DLC” codes to unlock content that is already on the disc. The only real drawbacks are that I doubt the retail price will be low enough(should be no more then 10 or 20 usd), and then those people w/o internet will be screwed.

    I am suprised that this already hasn’t been tried. If a game was listed at 60usd new, but came packed with one time use codes that esentialy unlocked the game. It would all but kill the second hand sales. As the used game disc would be worthless w/o those codes.

    The real reason you don’t see thise already is that while the industry complains about second hand sales they would lose potential DLC sales if second hand games didn’t sell.

    I am sure some of the industries brightest minds are right now working on ways to improve their profits, while at the same time keeping you and me “honest” when it comes to buying a used game instead of a new one.

    #4 4 years ago

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