Extending the lifespan of games by producing DLC is one way to stop you trading it in, according to Epic Games.
"It's keeping the disc in the tray. In a used game culture that you have to actively fight against, I think DLC is one of the ways that you do that," Epic production director Rod Fergusson said in the latest issue of Game Informer, as reported by CVG.
The Gears of War producer was quick to defend Epic against criticism of its Horde content, which was shipped on-disc and unlocked with a premium DLC purchase.
"What people need to understand is that extra content is something that you have to plan. There are people who think that the first day of DLC development is the day after you launched. That's not the way it works," he said.
"A lot of it is that you have to prepare and plan and manage your resources and your people and everything to allow for that. It's not about, 'Oh, we had this map left over.'"
"You don't just lift up a rock and say, 'oh shit, there's new levels!'" added colleague Cliff Bleszinski.
Gears of War 3 is the latest offering from Epic, and is exclusive to Xbox 360.