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People no longer hate DLC, according to Ubisoft

Monday, 7 July 2014 19:07 GMT By Sherif Saed

People have grown more accustomed to having DLC in their games and paying for it, and no longer refuse the concept of paying small fees for bite-sized pieces of content, at least according to Ubisoft’s VP of digital publishing.

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Speaking to Gamesindustry International Ubisoft’s VP of digital publishing Chris Early said, “I think there are some models that are accepted now, DLC is pretty much accepted. Season pass is pretty much accepted.

“There was no resistance, maybe there were 12 guys somewhere who said something, but whatever. As a whole, there wasn’t a problem.

“Now it’s interesting when you start to think of Season Pass as a Service Pass. For our Season Pass holders, I know we hold events for them specifically, so it’s little bit more than just DLC content. So there’s an evolution going on there.”

Early added that game design that doesn’t make you feel like you’re getting locked out of content is the way forward, and it’s part of the reason reason why the DLC adoption is on the rise.

“Where it hurts is when you feel like you’re forced, or you’re at a disadvantage or can’t do it unless you [pay money], that’s kind of a remorseful feeling, and nobody likes that.

“Good design, that’s what it comes down to.”

Thanks, PCGamesN.

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22 Comments

  1. Xflasher

    that is complete bullshit, especially coming from Ubi, one of the worst companies to adopt the DLC plan by removing content from games before theyre even out and charging extra for it.
    fuck you ubi

    #1 10 months ago
  2. Capt.N00P

    Am not from the “People”

    #2 10 months ago
  3. bugmenot

    yeah, now people hate Ubisoft as much as EA

    #3 10 months ago
  4. Legendaryboss

    Ubisoft in this regard is pretty much spot on, if you apply the scenarios they mentioned to correct instances.

    #4 10 months ago
  5. Takeshi

    I haven’t paid for a season pass for any Ubisoft game yet. Only Batman: Origins, Darksiders 2 and Titanfall, and even then most of them was for a discount. I’ve definitely started to be more open to season passes, but they definitely need to provide value than I feel is equivalent to the price they’re asking for.

    I think they’re really bad at developing good DLC, sure, FC4 and Unity may prove me wrong, but if not, won’t be missing out on anything.

    #5 10 months ago
  6. _LarZen_

    I don’t hate it…I just like it or support it. I think I have bought 2 DLC’s in all the years this has been a normal practice.

    What I however hate is F2P.

    #6 10 months ago
  7. thegrimmling

    Missing missions – Check
    Missing features – Check
    Missing Characters – Check
    Holding the consumer’s wallet ransom – Priceless

    #7 10 months ago
  8. Ge0force

    I have accepted the fact that I’m done buying “incomplete” games with loads of DLC or season passes. I ignore those games, or I buy the complete edition later at reduced price. But I don’t think it’s an “evolution” tbh…

    #8 10 months ago
  9. TD_Monstrous69

    I’ve got no problem with DLC or season passes. As long the content behind it is compelling, and is a true expansion of the experience (examples: Bioshock Infinite: Burial At Sea and The Last of Us: Left Behind). Also, I’m gonna reach out on a limb, be Mr. Unpopular, and say Chris Early is right.

    #9 10 months ago
  10. yeoung

    Personally I have nothing against the concept of DLC, then again, I haven’t ever purchased any of it either. Plus as mentioned above, there’s enough examples of DLC that’s done well to merit the concept; Far Cry; Blood Dragon, inFamous: Festival of blood, Dishonored the something of Draug or somesuch..

    Even the out of left field stuff can be good, if priced accordingly. The Metal Gear database, the Infamous character creator thing, etc.

    Equal parts design and business-consumer ethics.

    #10 10 months ago
  11. salarta

    Hahaha what.

    People are more accepting of very, very specific kinds of DLC. It has to be DLC you can conceivably believe the team needs more time to finalize and tweak to make sure it works right, and MAYBE preorder DLC that isn’t too critical to the experience of the game (whether it’s a major gameplay mechanic or a piece of story). Outside that, no, DLC isn’t accepted. Most people hate seeing an attempt to bilk money out of people by withholding character as day one DLC, stupid crap like weapon skins, “extra levels” and items you throw some bucks on to make the game easier, or major game components that should’ve been bundled in with the main game.

    Folklore and Valkyria Chronicles are my examples of good DLC. Folklore provided story missions, new costumes, new Folks and whole new NPCs all together in one package for $3-4. Valkyria Chronicles actually built their DLC based on fan feedback on what they wanted to see, something that they could not have done until people played the game.

    #11 10 months ago
  12. Untold stories

    The way he said it was spot on. I don’t mind dlc if it’s done right.

    #12 10 months ago
  13. Rosseu

    DLC that was obviously done during the production of the game and was omitted from the final product so they can put it up as DLC? No.

    #13 10 months ago
  14. zombizmo

    “Evolution”
    “Special Events”

    None of these describe the DLC they have ever put out as part of their, “service pass.”

    #14 10 months ago
  15. thegrimmling

    Accepting most major publisher’s DLC strategy as being “good and fair” should be classified as a form of Stockholm Syndrome.

    http://en.wikipedia.org/wiki/Stockholm_syndrome

    #15 10 months ago
  16. Darksider123

    Obviously, I’m no longer considered people

    #16 10 months ago
  17. Dragon

    No wonder, knee jerk reactions galore.
    “Where it hurts is when you feel like you’re forced, or you’re at a disadvantage or can’t do it unless you [pay money], that’s kind of a remorseful feeling, and nobody likes that.”

    “Good design, that’s what it comes down to.”

    Yeah, what is wrong with that? DLC as a model for games have been accepted. If people feel they are getting value for money, they buy it. If people love the game, they may be inclined to try out more stuff, and dlc helps with that.

    #17 10 months ago
  18. silkvg247

    hahaha, that’s hilarious. The only people who ever got “DLC” right were Blizzard and their gargantuan expansions. Everyone else be like.. yo dude I give you this shit that was already on the disc for 5 quid.. that ok?

    #18 10 months ago
  19. antraxsuicide

    He’s largely correct. If DLC wasn’t popular, then it wouldn’t sell, and then publishers wouldn’t offer it. They do offer it because it sells. Ergo, it’s popular.

    Even small day one DLC is okay if it’s just cosmetic stuff, or a slightly better starting weapon or something like that. But I do feel a bit stiffed when a game has substantial DLC on day one that was very clearly cut from the original product. That’s some BS.

    #19 10 months ago
  20. salarta

    @antraxsuicide I find Arc System Works to be an absolutely terrible offender when it comes to Blazblue. I don’t care how little time a person has in his or her life to play video games (the excuse used), if they’re not willing to actually play the game for the one hour it takes to unlock something unlockable on any difficulty level, they’re doing it wrong. And wasting $40-60.

    #20 10 months ago
  21. TheWulf

    I’ve never hated DLC. I hated Oblivion’s DLC with good reason.

    It all depends on how exploitative versus fair the DLC is. If it’s content they’ve removed from the game to resell at a ridiculous price, or if it is ridiculously priced for a tiny amount of content, or if it’s somehow necessary to know some context of the game’s story that you’ll miss out on otherwise and it’s exorbitantly priced, then I won’t like it.

    I think that’s a common notion amongst thinkers. It’s not DLC we dislike, it’s exploitation. Same goes with freemium. It’s not freemium we dislike, but how rife exploitation is as a part of freemium.

    Oblivion’s DLC was some of the most exploitative out there, EA has also been known for exploitative DLC, especially as part of the Mass Effect series. So that’s really not cool at all.

    Sometimes, if I think a DLC is too exploitative, I’ll just watch it on Youtube or whatnot. I’ll vote with my wallet.

    Though, sometimes, the DLC is completely fair for the price and genuinely adds a lot to the game. To see DLC done right, look no further than New Vegas. The DLC of New Vegas, except for Blood Money (which was questionable), was perfect. Old World Blues was, quite frankly, possibly the best DLC I’ve ever played, for anything, ever.

    Not only that, but the New Vegas DLC had their own self-contained storyline which had nothing to do with the main storyline of the game itself. So it wasn’t holding content back from the game to resell it to you, it was telling you an entirely new story. And that story was episodic across the DLCs, but you didn’t need all of the DLCs to actually enjoy it. It was a sublime presentation, and I wish other developers would look upon it as the way to create DLC.

    The Saints Row IV story DLC was pretty damned good for the price, too. For exactly the same reason as above. They told their own stories, they didn’t hold anything back from the base game, and the price was okay for what they were.

    If DLC is cosmetic and has nothing to add to the game beyond that, then sometimes I’ll buy it just to support the developer. I did that with Saints Row IV. So long as it’s only DLC and it doesn’t impart new mechanics, or some plot element which isn’t in the game itself, then I don’t see that as exploitation. Here is what we’re offering, here is the price, pay or don’t.

    Sometimes, DLC feels like the tip jar, you know? If you bought the game, and then felt that you had such a good time with it that it was genuinely worth more than the amount you paid for it (maybe you got it in a sale?), then you can get some DLC. But demanding DLC via exploitation by holding back content? That’s how you make me NOT buy your DLC, ever.

    You can sell me cosmetic DLC, you can sell me new story DLC, but you can’t sell me DLC that the base game feels incomplete without.

    The best example of this was Oblivion’s horse armour. Of course I’m going to start there, because that’s the beginning.

    The horse armour should have been a part of the base game, the base game was less without it, and in times past that would have been a patch to add new content into the game. It felt like a cynical exclusion to raise more money. Now, if they’d included horse armours in the game, and then opted to sell more horse armours which were completely cosmetic, then I would have been entirely okay with that. But they didn’t do that, did they? No, they tried to exploit people instead.

    And it was such a stupid form of exploitation! People who liked Oblivion would have happily paid for new cosmetics! But, instead, you try and force them to pay for a new feature that should have been in the game by default, that could have been patched in, and as such you gain their ire instead of their support and money! I’m sure a lot of people did buy it, but it’ll go down in infamy as one of the worst examples of exploitative DLCs. Is that worth it?

    So, yeah. If it’s a fair price for what it is, it’s not exploitative and all, I’m fine with it. New Vegas showed me that DLC definitely has worth. And the Saints Row IV story DLC did much to cement that idea.

    If everyone could take a page out of that book, I’d be happy. I’d be a DLC fan.

    #21 10 months ago
  22. Llewelyn_MT

    I accept your DLC and Season Pass. Just don’t expect me to buy it.

    #22 10 months ago

Comments are now closed on this article.

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    Another Destiny: House of Wolves livestream takes place tomorrow, and it will focus on Prison of the Elders. The Prison of Elders is a prison facility in The Reef which is watched over by Variks and is part of the new Arena game mode which is limited to three players. The livestream will be hosted […]

  • Tony Hawk Pro Skater 5 has been announced for current and last-gen

    Tony Hawk Pro Skater 5 has been announced by Activision, which isn’t shocking in the slightest. Correction: My stupid brain has EA on it due to the financials release later today. The game is being published by Activision. Not EA and I previously stated. I apologize, and have reprimanded myself in a most sever manner. […]

  • Metal Gear Solid 5: The Phantom Pain Collector’s Edition is sold out in the UK

    Hopefully, you pre-ordered the Metal Gear Solid 5: The Phantom Pain Collector’s Edition in the UK already. If not, you are likely out of luck. According to GAME, the pack which contains the Half Scale Replica of Snake’s Bionic Arm has sold out in the UK. The retailer confirmed the news to Videogamer this morning. […]

  • Far Cry 4 Complete Edition coming June 19 for PC, PS4 to the UK

    A Far Cry 4 Complete Edition has been announced and it includes the full game as well as the Season Pass. This is the sku which popped up on Amazon Germany earlier in the week. The Season Pass provides access to five separate pieces of DLC. Here’s a refresher on the DLC content: The Syringe: […]

  • The Witcher 3: live Q&A stream with CDP, new monster dev diary inside

    The Witcher 3: Wild Hunt is out in just two weeks, and if you want to know more about Geralt’s latest adventure, CD Projekt is hosting a live Q&A now on Twitch. There’s also a new developer diary below which focuses on monster in the game. The Witcher 3 is out on May 19. Huzzah! […]

  • Forza Horizon 2′s Alpinestars Car Pack has five cars and is ready for download

    The Alpinestars Car Pack for Forza Horizon 2 is out now on Xbox One and its the only way you will ever be able to afford a 1992 Bugatti EB110 Super Sport. Unless, of course, you win the lottery or are left in some rich person’s will. In that case, I’ll take the ’53 Corvette, […]

  • Shadow of Mordor – Game of the Year Edition is now available in North America

    Middle-earth: Shadow of Mordor – Game of the Year Edition has been released in North America. It will be made available in the Europe on May 7 and in the UK May 8 for £49.99 on consoles and £34.99 on PC. As previously announced, this edition contains all previously released DLC content as well as […]

  • Two GAME exclusive versions of Halo 5: Guardians now available for pre-order

    GAME has announced two exclusive versions of Halo 5: Guardians, and both are now available for pre-order exclusively through one of the retail chain’s 318 stores or online. The £79.99 Limited Edition Halo 5: Guardians, which delivers new digital content wrapped in a steel book. There’s also the £199.99 Halo 5: Guardians Limited Collector’s Edition […]

  • Deals with Gold: Far Cry 4, Assassin’s Creed Unity, Bioshock Infinite, more

    Microsoft has announced its latest Deals with Gold discounts for Xbox Live Gold members. Franchises on sale include Far Cry, Call of Duty, along with individual titles Assassin’s Creed Unity and Bioshock Infinite. The full list is below. Bioshock Infinite discounts are available for both Xbox Live Gold and Silver members. Xbox One Far Cry […]

  • Wolfenstein: The Old Blood has released, watch the launch trailer here

    Wolfenstein: The Old Blood has launched on PC, PlayStation 4 and Xbox One. You can watch the launch trailer for it below. Boxed copies in Europe arrive from May 15, and in Australia/New Zealand on May 14. You can grab digital copies from the following online services: Steam, PlayStation Network, Xbox Store.

  • GOG’s online service GOG Galaxy is now in open beta

    GOG Galaxy, the DRM-free online gaming platform from the folks at GOG, has left Alpha and is now in open beta for all to try. As previously announced, the online service, similar to Steam, is option. Players do not need to play online as all games are stored by the service and can be played […]

  • DayZ-inspired Goat Simulator DLC GoatZ is out this week on Steam

    Goat Simulator players can download DayZ-inspired DLC this week called GoatZ. According to Coffee Stain Studios, GoatZ is “the only survival game on Steam that isn’t in Early Access.” Jokingly of course. The DLC features: Mandatory crafting system because everyone else is doing it. Zombies that bug out. There’s a pun here about actual living […]

  • No, Far Cry 4 is not currently free on PSN

    You may have seen a few Tweets from people saying that the PS4 version of Far Cry 4 is available to download from PSN for free. This is not true. A few readers have tipped us off to what looked like a glitch on PSN that allowed players to download the full version of Far […]

  • Metal Gear Solid: The 1984 Collection confirmed to be a clothing line

    Konami is teasing a Metal Gear Solid thing called “The 1984 Collection.” The Metal Gear Solid Facebook page posted this image about an hour ago: The caption reads, “Step back into the 80′s with our new MGS collection coming very soon! Stay tuned!” This is supposedly in reference to the clothing line that was announced […]

  • Portal, The Simpsons, Jurassic World & Scooby Doo packs listed for Lego Dimensions

    Lego Dimensions is likely getting a few unannounced content packs. One of which is themed around Valve’s Portal. A set of unannounced content packs for the upcoming Lego Dimensions have been revealed by US retailer Walmart. The listings include packs for The Simpsons, Scooby Doo and Jurassic World, and most interestingly, Portal. The listings have […]

  • This is the most authentic recreation of GTA 2 in real life ever

    Affordable drones have many uses. Most of them are not nearly as exciting as recreating GTA 2 in real life. I am surprised it took us this long, but someone has finally captured footage using a drone that resembles the protagonist’s experience in the classic GTA 2. These aren’t just shots of cars from a […]

  • PlayStation 4 sales reach 2m in the UK

    Sony has sold 2 million PlayStation 4 consoles in the UK, faster than it did with the PlayStation 2 – the company’s best-selling machine in the country. MCVUK is reporting that as of last weekend, 2 million PlayStation 4s have been sold in the UK. The data is based on GfK Chart-Track estimates. This makes […]

  • H1Z1 gets female characters, skin colour options planned

    In an effort to improve diversity in the game, H1Z1 developer has added female characters. Female survivors can now be found throughout the world of H1Z1. Developer Daybreak added the new feature in a patch released last Friday. You will be able to choose a female avatar in the main game and in Battle Royale. […]

  • Possible teaser site for Castlevania creator Koji “IGA” Igarashi’s new game opens

    Either Castlevania creator Koji “IGA” Igarashi is working on a soon-to-be-launched Kickstarter for his new game, or someone is pulling an elaborate prank. At PAX Prime last year, during Keiji Inafune’s Mighty No. 9 panel, a flyer was handed out to attendees that showed what appeared to be a 2D game of some sort with […]

  • Destiny weekly reset for May 5: Heroic and Nightfall strikes detailed

    Tuesday is here and Destiny’s weekly reset is also here. Bungie announced that your weekly Destiny grind has now begun. The Nightfall and Heroic strikes are now live too. This week’s strike is Winter’s Run. Rainbow burn is back for the Nightfall, which means you do more damage with all elemental weapons, but also receive […]

  • PC version of Project Cars delayed in Australia due to severe weather

    Recent weather conditions in Sydney, Australia are responsible for a slight delay of the PC version of Project Cars in the country. Sydney recently suffered from storms that caused flooding in some areas. One of those is the place where publisher Namco Bandai was storing PC copies of Project Cars. The stock was “severely damaged,” […]

  • Twitch’s new process makes it easier for streamers to appeal flagged content

    Twitch has updated its appeals process concerning videos that have been flagged by the audio ID system. Towards the end of last year, Twitch introduced a new audio recognition system that scans archived streams and automatically mutes the audio whenever copyright music is identified. The system has been in-use ever since and Twitch has today […]

  • The Witcher 3: Wild Hunt has a day one patch, but it’s not a major one

    The Witcher 3: Wild Hunt will indeed have a day one patch, to make the first-time experience as smooth as possible. Like many modern games, The Witcher 3: Wild Hunt will have its day one patch. According to the developer however, it wasn’t born out of necessity. Miles Tost, level designer at developer CD Projekt […]

  • CoD: Advanced Warfare owners get free pistol today

    Advanced Warfare developer Sledgehammer Games is adding a new pistol to the game, free to all players. The M1 Irons is a new pistol that comes to Advanced Warfare starting today. The weapon is offered as a thank you gift from the developer. Sledgehammer says the Irons is good at range and packs a punch. […]

  • Fall down the Skullgirls Big Band music video rabbit hole with me

    Skullgirls is a pretty amazing fighting game, but did you know it’s also a passable music creation suite? Earlier today I was idly perusing an episode of PlayStation Underground showing off Skullgirls 2nd Encore, a re-release of the indie fighter packing in loads of new features and coming to PS4 – with full cross-play! – […]

  • The many uses of Wolfenstein: The Old Blood’s pipe weapon

    Wolfenstein: The Old Blood adds a sick new weapon to BJ’s arsenal: a pipe. In Wolfenstein: The Old Blood, a pipe is not just a pipe. Not only can you bash nazis with it, you can use it to climb walls, reach hatches, and even break through some walls. Plus? You can dual wield it. […]

  • Mortal Kombat X teaser gives first look at Predator

    Mortal Kombat X’s next celebrity guest was teased during the latest Kast. Today’s Mortal Kombat X Kast was mostly about all about Jason, but also included a very brief nod to Predator. You can watch the full livestream to see the tease in situ if you’re really keen, but IGN shared this convenient edit: There’s […]

  • Rock Band 4 has count-ins, drum fills and vocal harmonies

    Rock Band 4 will more closely emulate the feeling of being a real musician with some neat personalisation touches. For Rock Band 4, Harmonix elected to double down on player ownership of their experience rather than technical precision. To this end, it has implemented a number of cool new features. I am wildly envious of […]

  • Yaiba: Ninja Gaiden Z, Lost Planet 3 developer shuttered

    Spark Unlimited has gone down with all hands. The Yaiba: Ninja Gaiden Z and Lost Planet 3 developer has been shuttered and all staff laid off. Chief technical officer John Butrovich confirmed the news in a statement issued to IGN. “Spark Unlimited is closing as a video game developer. The ongoing opportunities for smaller mobile […]

  • PS Now subscription available on PlayStation 3 this month, Vita coming soon

    PlayStation Now’s all you can eat service has finally been dated for PS3. Subscriptions to PS Now, Sony’s cloud-based gaming service, will be available on PS3 from May 12 in the US. The all you can eat package will also be made available on select Bravia TVs and Sony Blu-ray players on the same date. […]

  • GTA 5 is even better with a gravity gun

    GTA 5 modders have made a dream come true, adding a gravity gun to your arsenal of mayhem-causing weaponry. GTA 5 isn’t ready for this. It looks like a heck of a lot of fun, but the poor old Los Santos po po can’t deal with the resulting carnage at all. If Rockstar were ever […]

  • “Mod makers should be able to make money from their creations,” says DOOM creator

    DOOM co-creator John Romero has weighed in on the paid mods debate. Paid mods are a hot issue right now. For years, Valve has been enabling content creators to make money from their work on Counter-strike: Global offensive, Dota 2 and Team Fortress 2, but when it partnered with Bethesda to offer the same for […]

  • Watch WRC driver Kevin Abbring smash through a DIRT Rally challenge

    WRC driver Kevin Abbring has been participating in Dirt Rally’s daily events – and kicking ass. Dirt Rally seems to have ticked one of the most difficult to attain boxes of racing development – creating something professional drivers like to play, and which rewards their years of experience. Codemasters published the video below showing Hyundai […]

  • Mortal Kombat X patch to bring PC version up to console standard

    Mortal Kombat X PC will be fixed tomorrow, NetherRealm has promised. The PC version of Mortal Kombat X has come under fire for poor performance, including stuttering frame rate and bugs as plenty. About 45 minutes into a recent Twitch stream, NetherRealm boss Ed Boon said an update will drop tomorrow to address many of […]

  • Destiny House of Wolves: all new Crucible maps detailed

    Destiny’s House of Wolves DLC will add four new maps to the Crucible, the game’s competitive multiplayer mode. Let’s take a look at all of them. Alex brings you new footage showing all of the four maps that will drop with House of Wolves. He goes over the layout, landmarks, gameplay styles, and other important […]

  • Custom Xbox One Star Wars controllers look very tempting

    Microsoft is celebrating May 4 by showing off concept designs for Star Wars-themed Xbox One controllers. May 4 is of course Star Wars Day and the controller concepts you’re about to see are just that, concepts. Or at least that’s what they said they are. There are four designs and they don’t look very practical. […]

  • Project Cars launch trailer is an anthology of race cars, set to the beats of Deadmau5

    Project Cars comes out this week and there’s just enough time for one last trailer. Project Cars, Slightly Mad Studios’ ambitious racer that has been in development for ages, is finally coming out this week. The racer received plenty of changes throughout its development based on community feedback and the final product will be in […]

  • Star Wars Battlefront dev reveals planet Sullust

    Sullust, a planet that has not been previously shown, will be featured in one of Star Wars Battlefront’s maps. Star Wars Battlefront developer DICE revealed today that planet Sullust will be one of the game’s locations. The planet was mentioned in the films and other Star Wars works, but was only shown today. DICE posted […]

  • Destiny House of Wolves: Tower vendor changes

    House of Wolves will change the inventory of some of Destiny’s vendors and add new roles to others. Here’s everything that has been announced so far. You know that House of Wolves will bring a new social space to the game in the form of The Reef. But did you also know that the good […]

  • Nintendo apologises for Amiibo shortages, will reissue some out-of-stock figures

    Nintendo released a statement today to apologise for fan’s frustrations in finding some Amiibo figures and promised to handle distribution better going forward. Nintendo has been criticised recently for its lack of communication when it comes to new Amiibo figures. Something which has lead fans to not know if certain figures are limited to some […]