ERA: ‘Don’t get greedy with DLC’

Ben Parfitt
ERA: ‘Don’t get greedy with DLC’

Publishers have been urged not sell too much bonus content at a premium to consumers.

ERA’s Kim Bayley has warned that the music and film markets made consumers cynical to top-priced SKUs.

“Publishers need to be aware of growing consumer scepticism about ‘bonus features’ that has already emerged in music and film,” Bayley told MCV.

“Products really need to justify themselves in terms of gameplay, additional features and quality otherwise there is a danger that consumers will turn away from such products.”

HMV’s head of games Tim Ellis, however, welcomed the trend – and said he expected more of it. He added: “I think there is a tendency to sometimes undervalue its importance, but retail plays a key role in engaging customers. We believe more DLC will appear this way.”

Bayley’s comments came in an MCV investigation into the recent trend for DLC to be packaged onto disc at retail. Click here to read the full piece.

The DLC focus is part of MCV's wider look into the digital content sector as part of the upcoming London Games Conference.

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Tags: games , dlc , premium , video , entertainment , retailers , era , association , kim , bayley

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