There is a new trend going on in the game industry. This trend is to curve or somehow destroy the used game market. GameStop Inc is enjoying huge success and most of it is due to the sales of used video games. On one side of the coin are publishers and developers looking to find any way to slow down the sale of used games and on the other are consumers hurting from an economy that just won’t pick up and are trying to get the best value for their dollar.

Video game publishers are spending millions of dollars to develop what they hope is the next top seller. The budgets of some video games rival those of the film industry, upwards to 100 million dollars or more. After investing that much into a video game, publishers want to move as many new copies as they can before the flood of used copies of their game enter the market. A new game typically sells for $59.99 in the US, but GameStop would sell a used copy for $54.99 or less. GameStop makes about $8.00 per sale of a new game, but if they purchase the same game from a consumer for $20 and turn around and sell it for $55, they make a profit of $35.00. None of that profit goes to the publisher or developer.

Hit Them Where It Hurts

Publishers are now fighting back. A lot of the new games out on the market feature an “Online Pass”, tokens or codes packaged with a new game, a concept Electronic Arts (EA) conceived. Traditionally, you would pop in a game with online multiplayer and play it, be it pre-owned or new. To play these new Online Pass games online, you must redeem the token or code provided with the game. Once redeemed, you and everyone on that console can play the game online until you sell or trade it. The new owner of the game, now without a token or code will be required to purchase an Online Pass code for $10 to $15 dollars in order to play the same game online. Outrage ensues.

Every publisher that utilizes this new Online Pass system claims the cost of server maintenance and upkeep for multiplayer game sessions are one of the reasons for the charge. Yet many gamers argue against this explanation. If one person purchases a game and plays online, later on sells their copy and the next person plays online…it still counts as one person. Unless the original buyer somehow duplicates the game, bypasses authorization of their copy and then plays online. This is almost impossible on today’s consoles.

It’s not just the third-party publishers/developers initiating this kind of “used game” protections, Sony has announced that started with their Resistance 3 PS3 game this September, they are launching the Playstation Network (PSN) Pass that will require you to purchase these games new if you want to play the games online without having to shovel out for a PSN Pass.

An Enticing Offer

Instead of trying to circumvent the used game market, publishers should concentrate on adding extra value to their games. The problem gamers like me have with spending $60 plus on a video game is the lack of replay and depth in most modern games. Developers devote more focus on visual fluff than gameplay which in turn shortens the single-player experience that is then substituted by a poorly implemented multiplayer component. Just years ago, titles like Half-Life 2 were examples of having an amazing (lengthy) single-player story with good multiplayer components.

Outside of a meaty game, publishers and developers need to incentivize buying their games new. Offering preorder DLC and collector materials is a step in the right direction, but these types of incentives should be provided beyond the release date of the titles. Valve (makers of Half-Life and Portal) is a company that continuously supports it games years after their release with free content. I know when I purchase a Valve (PC Game) title at full price I’m going to get tons of content in return. I want to see all game companies combine the concept of Online Passes with free “lifetime” DLC, this will make buying new attractive again.  

If publishers/developers want to keep the price at $60, they are going to have to match that price with content or else gamers will continue to purchase pre-owned games. Unlike piracy which does harm the game industry, the used market is a natural extension of almost all industries and should be, dare I state, respected. Instead of punishing gamers if they decide to sell their games, publishers should try to extend the life of the product. Not only will this make gamers buy new, it will make them less likely to sell.