Horse amour: Ubisoft's digital publishing head says we've finally fallen in love with DLC | PCGamesN

Horse amour: Ubisoft's digital publishing head says we've finally fallen in love with DLC

Assassins Creed Black Flag

In the end, the resistance never came. Eight years after Oblivion introduced us to the concept of horse armour and we kicked up a right old fuss, one of the best PC games of 2013 - Assassin’s Creed IV: Black Flag - offered to mark the spot of all its collectibles for 79p.

“There was no resistance,” said Ubisoft VP of digital publishing Chris Early. “Maybe there were 12 guys somewhere who said something, but whatever. As a whole, there wasn’t a problem.”

Early reckons we’re finally okay with buying convenience in our games - so long as “good design” informs what goes on sale.

“I think there are some models that are accepted now,” Early told GamesIndustry. “DLC is pretty much accepted. Season pass is pretty much accepted. 

“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.”

Once, says Early, players saw all DLC as chunks removed from a finished game and sold back to an already-paying audience.

The key to DLC's success has been in making it feel like a bonus.

“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],” said Early. “That’s kind of a remorseful feeling, and nobody likes that.”

As for the players who spend tens of thousands in Clash of Clans? “Nobody’s really angry about that”.

“That's how that guy chooses to play, and he's playing against other people of the same calibre, whether they got there through spending hundreds of hours playing the game or tens of thousands of dollars,” said Early. “Good design, that’s what it comes down to.”

Do you lot partake in the odd slice of DLC these days?

Thanks, PC Gamer.

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unwanted avatarMrJinxed avatar1N07 avatarOcid avatarDog Pants avatar
MrJinxed Avatar
3 Years ago

I might buy dlc when it actually adds good content, such as adding a good chunk of playing time in form of a mini expansion (or, of course, a full expansion), but never the Horse Armor type dlc which is essentially completely useless, and I can't fathom what kind of people would buy such things.

However, most of the time, unless the game is really, really great, and the dlc is out by the time I just finished the main game, there's very little chance I'll get it. Having said that, I don't support the day-1 dlc stuff, which is just another big money grab in my opinion.

unwanted Avatar
3 Years ago

I do buy DLC...when it comes in the cheaper, "GOTY" edition. Not a minute sooner.

I saw someone on NeoGaf say this about Ubisoft and I see it's true:

Push something controversial

Ignore criticisms

Keep the PR spin going

People accept what you were pushing.

It seems to be Ubisoft's playbook. I can't believe these are the same people that had 45069 different versions of Watch Dogs saying this.

Dog Pants Avatar
3 Years ago

There's a sliding scale which starts at microtransactions, goes through DLC, and ends at expansions. I've bought all of them at some point, but for me a lot of it comes down to how much I paid for the game. I've spent maybe £40 each on Planetside 2 and Dota 2, but I'd never buy content like that for a game I had to pay for, especially not a single player game. My default reaction is that of cynicism to DLC, but I wouldn't reject it all out of hand.

1N07 Avatar
3 Years ago

Ocid Avatar
3 Years ago

Not like for AAA games we have much of a choice these days. Modding is only there for a few titles and if you're wanting more content for a particular game DLC is the only way to go.