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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 8 months ago
  2. Capt.N00P

    Am not from the “People”

    #2 8 months ago
  3. bugmenot

    yeah, now people hate Ubisoft as much as EA

    #3 8 months ago
  4. Legendaryboss

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

    #4 8 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 8 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 8 months ago
  7. thegrimmling

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

    #7 8 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 8 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 8 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 8 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 8 months ago
  12. Untold stories

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

    #12 8 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 8 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 8 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 8 months ago
  16. Darksider123

    Obviously, I’m no longer considered people

    #16 8 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 8 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 8 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 8 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 8 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 8 months ago
  22. Llewelyn_MT

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

    #22 8 months ago

Comments are now closed on this article.

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    Star Wars Battlefront is being shown to retailers. Now we want EA to show it to us. Star Wars Battlefront is expected sometime this year, so it’s about time EA gave us a look at DICE’s latest. It turns out that while press and gamers have had to twiddle their thumbs, EA is showing it […]

  • Dragon Age lead creative moves onto mysterious new BioWare project

    Dragon Age creator David Gaider is leaving his baby behind. Dragon Age is a team effort, but Gaider was one of the key creatives behind the franchise, creating the setting of Thedas (which, I was recently amused to learn, is an acronym: “THE Dragon Age Setting”). He was lead writer on all three games and […]

  • Unity 5 available for free with “no fucking around”

    Unity 5 looks amazing, and you can download and faff about with it for free right now. “We’re not nickel-and-diming people. When we say it’s free, it’s free. We’re not charging a royalty, which I think is akin to looking for whales.” Unity Technologies announced the release of the fifth version of its popular, simple, […]

  • Five Nights at Freddy’s 3 may be the end of the series

    Five Nights at Freddy’s 3 released yesterday, and many fans theorise that it marks the end of the series. Five Nights at Freddy’s developer Scott Cawthon has released a new teaser image on his website, but rather than pointing to a new game, many fans believe the teaser signals the end of the series. The […]

  • Source 2 announced, will also be free

    Valve has formally unveiled Source Engine 2, the third major engine to go free to developers at GDC 2015. Source 2 is the successor to the engine Valve has been using since Counter-Strike: Source and Half-Life 2. Valve didn’t have much to say about the technicalities of this long-awaited release. It is apparently focused on […]

  • SteamVR: Valve’s Lighthouse tech allows you to walk around while playing

    SteamVR’s key differentiator is a piece of tech allowing headsets to connect with other devices for extra accurate, room-scale tracking. Valve has announced a new bit of technology called Lighthouse, which it is making freely available to any hardware manufacturer. Like the extra tracking LEDs on Sony’s updated Project Morpheus, Lighthouse improves the headset’s accuracy, […]

  • Steam Machines, Controller, streaming box to launch in November

    Steam Machines will finally become a reality before the end of the year. Valve’s living room PC systems will release in November, the company announced today. Well, I say Valve’s – the idea behind Steam Machines is that a number of manufacturers will offer variously priced systems. Alienware and Falcon Northwest are among the dozen […]

  • Telltale veterans form new team, announce teen thriller Oxenfree

    Oxenfree is a supernatural teen thriller from some of the team behind Telltale Games’ award-winning adventures. New indie Night School Studios unveiled Oxenfree at GDC 2015. It tells the story of a group of friends who accidentally open a “ghostly rift” at an overnight party on the coast. Night School, which is made up of […]

  • PS4 global sales now stand at over 20.2 million

    The PS4 has sold 20.2 million units worldwide. Sony announced the new PS4 sales milestone at GDC 2015 today. It’s a hell of an achievement and salt in the wounds for Microsoft, which hasn’t updated us on Xbox One sales since it shipped “almost” 10 million back in November last year, and has fallen back […]

  • PS4 VR headset Morpheus out in 2016, capable of 120 FPS – video

    Sony’s VR headset Project Morpheus has some impressive grunt. Virtual reality and Morpheus were the heart of Sony’s GDC 2015 presentation today, ahead of its newly announced first-half 2016 comemrcial launch. SCE Worldwide Studios boss Shuhei Yoshida detailed the headset’s impressive capabilities, notably the fact that it can handle 120 FPS VR games. The PS4 […]

  • Papo & Yo developer making a VR game about dinosaurs

    Some days you write a headline and it makes you so happy that that you have to do a little chair dance, you know what I mean? Papo & Yo developer Minority Media, whom I would personally go to the wall for after they cut out my heart and stomped on it via the medium […]

  • Wasteland 2, Shovel Knight and more in big ole bunch of indies coming to Xbox One

    Xbox One owners are about to receive a pile of great new indie games. At GDC 2015, Microsoft revealed a list of new indie games headed to Xbox One. Some of these titles have already released on other platforms, so it looks like Microsoft has really relaxed the parity clause of ID@Xbox – or perhaps […]

  • Here’s an indie VR game made with Unreal Engine 4

    GDC 2015 is blowing up with indie games, VR and Unreal Engine 4, so here’s a video combining all three. Loading Human is a virtual reality adventure from indie developer Untold Games. It’s in the works for Mac and PC, and Sony has given an early green light for Project Morpheus, too, so expect it […]

  • GTA Online: Daily Objectives and Adversary Mode coming next week

    Heists aren’t the only thing coming to GTA Online next week: players can also expect Adversary Modes, new Daily Objectives and other Freemode activities. GTA Online’s Adversary Modes are new PvP modes which feature a range of competitive challenges and will unlock as players progress through Heists. Here’s a rundown straight from Rockstar: Come Out […]

  • Syndicate is the latest free game download on Origin

    The latest free title to be added to EA’s Origin service is 1993′s Syndicate. For a limited time, you can download the game for free and keep it, much like previous titles such as Theme Hospital. The isometric, real-time, tactical-action game was developed by Bullfrog Productions and released in June 1993. It is a favorite […]

  • Ancient Labyrinth DLC for Lords of the Fallen now available

    The Ancient Labyrinth DLC for Lords of the Fallen is now available for PC, PlayStation 4, and Xbox One. It will run you $7.99 and builds upon the existing lore, characters, and storyline. Have a look at some new screenshots in the gallery below.

  • Shadowrun Online gets a name change and release date

    Shadowrun Online developer Cliffhanger Productions has announced the game’s name has been changed to Shadowrun Chronicles: Boston Lockdown and a release date for April has been set. The new title was formed via the developer and its Kickstarter backers, with the goal being to let those unfamiliar with the game know by the title alone […]

  • Amazon hosting Rockstar and 2K Games sale

    Amazon is hosting a Rockstar Games and 2K Games sale with discounts Max Payne titles, Bully and more. Here’s just some of the offerings listed: Manhunt 2 PC Download $3.00 Max Payne 3 PC Download $4.00 Bully: Scholarship Edition PC Download $3.00 LA Noire Xbox 360 $2.95 L.A. Noire: The Complete Edition PC Download $6.00 […]

  • Destiny weekly reset video shows off Inferno Crucible gameplay

    We have a gameplay video featuring Inferno Crucible gameplay featured in the Destiny weekly reset for you. In it, Arekkz Gaming gives you a look at Inferno Crucible and goes over the various intricacies. You can read up on the weekly reset through the links.

  • Resident Evil: Revelations 2 Episode 2 available from today

    Episode 2 for Resident Evil: Revelations 2 is now available. If you’ve purchased the Complete Season, you’ll be able to download Episode 2 on PS3, PS4 and Xbox One. Steam players should see the episode go live around 9-10pm PST, and Xbox 360 owners should be able to download very early tomorrow morning, per Capcom […]

  • Here’s a sneak peek video for Warhammer: End Times – Vermintide

    Fatshark Games has released a sneak peek video for its upcoming Games Workshop title, Warhammer: End Times – Vermintide. Vermintide is a FPS, co-op action title coming to PC, PlayStation 4 and Xbox One, and its set during the End Times of the Warhammer universe in the city of Ubersreik. Warhammer: End Times – Vermintide […]

  • Call of Duty: Advanced Warfare video shows Ascendance DLC early access weapon

    As you know, Xbox Season Pass holders now have early access to the Ascendance DLC Pack bonus weapons for Call of Duty: Advanced Warfare. Now you can watch a trailer for the weapon. The OHM directed energy hybrid weapon can switch between an LMG and Shotgun “on the fly,” and it also includes the OHM-Werewolf […]

  • March PS Plus games include OlliOlli 2, Oddworld: New ‘n’ Tasty, more

    March PlayStation Plus titles have popped up on the PS Plus page. Noticed by NeoGAF user skynidas, the titles include: OlliOlli2 (PS4/VITA) Valiant Hearts: The Great War (PS4) Oddworld: New ‘n’ Tasty (PS4) Counterspy (PS4/PS3) Papo & Yo (PS3) Sherlock Holmes: Crimes and Punishment (PS3) A notice has also been posted on the EU PS […]

  • Sci-fi horror game Caffeine will release on Xbox One, PS4 alongside PC – new trailer

    Caffeine creator Dylan Browne has announced the Unreal Engine 4 game will be released on Xbox One. The game will be published through Microsoft’s Indie Program. As previously announced, it is also coming to PC and and now PlayStation 4. Caffeine is a sci-fi horror game which stars a young boy who has been abandoned […]

  • Xbox 360 Preview program invites going out this month

    Much like the Xbox One Preview program, starting early this month, invites for the Xbox 360 Preview program will start rolling out. Select invitees will be able to join program directly from their Xbox 360. A special Xbox Live message will be sent, directing users to head over to their Settings page. Further instructions are […]

  • Tron: Legacy director in negotiations for Gran Turismo film

    Tron: Legacy director Joseph Kosinski is said to be in early negotiations to direct the Gran Turismo film. This is according to the Hollywood Reporter, which states Michael De Luca is still slated as one of the producers alongside Matt Milam, Dana Brunetti, Josh Bratman, DeVon Franklin and Elizabeth Cantillon. Plot details are still unknown […]

  • Fifth add-on pack for Alien: Isolation is available for download

    The Trigger, which is is the fifth add-on pack for Alien: Isolation, is available to download from today. In it, players will “compete against the clock” across three new maps in Survivor Mode. Set before the events of the main game, players step into the shoes of Sevastopol Station’s Ricardo who will do what he […]

  • HBO Go app now available on PlayStation 4

    Sony has announced the HBO Go app will be made available for download later today for PlayStation 4. The app works just like the PS version. Now you can watch True Detective, Game of Thrones, Veep and more through your console. Information on installation is available through the PS Blog.

  • Skyrim mods no longer restricted to 100MB in size

    Bethesda has announced a beta for Creation Kit update 1.9.33, lifts the 100MB size restriction for Skyrim mod makers. The beta is for both Skyrim’s PC launcher and the Creation Kit which will allow for unlimited file sizes. Here are the notes: Creation Kit 1.9.33 Update Creation Kit now supports unlimited file sizes for mods […]

  • Mad Max release date set for September, PS3 and Xbox 360 versions canned

    Mad Max from Just Cause developer Avalanche Studios has been given a September release date, along with the new of a last-gen cancellation. The axing of the PlayStation 3 and Xbox 360 versions were announced via Game Informer. Mad Max is the magazine’s featured game for the April issue. Avalanche, according GI, nixed development on […]

  • MGS 5: The Phantom Pain out in September, Kojima “closing the loop” on saga

    Metal Gear Solid 5: The Phantom Pain will be released in September, according to an IGN Italy video, which also features Hideo Kojima discussing “With Metal Gear Solid 5, I’m finally “closing the loop” on the Metal Gear saga. The video has since been removed, but an image cap of the date is posted above. […]

  • Forza Horizon 2 Rockstar Energy Car Pack now available

    The Rockstar Energy Car Pack for Forza Horizon 2 for Xbox One is available now, alongside the free car for March. The free car is the Acura Integra Type-R, and the Rockstar pack included the following vehicles: 2014 Volkswagen Beetle GRC 2015 Subaru WRX STI 1996 BMW 850CSi 2015 Jaguar XFR-S 1970 Volkswagen #1107 Desert […]

  • 3DS firmware update kills web browser exploit

    Nintendo has issued a 3DS firmware update which fixes a web browser exploit that was being used to run pirated Game Boy Color ROMs since January as well as inject code within downloadable games. Another piece of code, per Eurogamer, changed the setting on the handheld to make it region-free. The exploit was only available […]

  • Unreal Tournament video shows updated textures on Outpost 23

    The latest footage from Epic’s new Unreal Tournament has surfaced, and it shows off the game’s first high-textured map which is called Outpost 23. As you can see from Zaccubus’ video, its the same are which Epic showed in the flythrough video from last year, only with updated textures and some new areas outside. The […]

  • Final add-on for Sunset Overdrive arrives in April

    The final add-on for Sunset Overdrive, Dawn of the Rise of the Fallen Machines, will be released in April. On April 1 to be exact. No, that’s not an April Fool’s joke from Insomniac Games either. Below, you can watch a fist-look at the new story, area, and traversal mechanic.

  • Heroes of the Storm playable at EGX Rezzed

    Heroes of the Storm will be playable at EGX Rezzed. This will be the first UK public hands-on with the online team brawler. Blizzard will also host giveaways and friendly tournaments at its stand. Tickets for all three days of Rezzed are still available, and you can purchase a pass through the official website. EGX […]

  • PES 2015 Data Pack 4 coming next week with Winter Transfers, new faces

    Data Pack 4 for Pro Evolution Soccer 2015 has been dated, and it updates the game with Winter Transfers, new player faces, and additional stadiums. The latest free update contains real-time player transfers made within the January window, and player ratings have also been updated. Additionally, a number of improved likenesses to key players will […]

  • Here’s the changelog for Dragon Age: Inquisition Patch 5

    Notes for upcoming Patch 5 for Dragon Age: Inquisition have been posted, noting improvements to gameplay and stability, and the new features outlined back in early February. Along with the new party storage system added to the Undercroft at Skyhold, players also have the ability to adjust the size of subtitles. Below you will find […]