People say Activision are greedy but.....
EA are going to charge $10 - $15 for extended game demos:
EA Outlines New Premium Download Content Strategy
US, March 22, 2010
New initiative offers paid "demos" prior to full game launches, say analyst.
by Jim Reilly
US, March 22, 2010 - Electronic Arts plans to offer extended downloadable demos for a price to players prior to the release of the full, packaged game, according to analyst Michael Pachter's latest investor report.
EA's Chief Operating Officer Nick Earl revealed the company's latest premium downloadable content (PDLC) strategy during a recent investor visit at its Redwood City studio, which includes charging a small price for an early look at upcoming titles.
"The PDLC would be sold for $10 or $15 through Xbox Live and PlayStation Network, and would essentially be a very long game demo, along the lines of 2009's Battlefield 1943," Pachter said. "A full-blown packaged game would follow shortly after the release of the PDLC, bearing a full retail price. Mr. Earl believes that the release of the PDLC first limits the risk of completing and marketing the full packaged version, and serves as a low-cost marketing tool."
In a follow-up conversation with IGN, Pachter says these paid "demos" will act as a sort of beta test for the company, saying feedback received will shape the final retail product.
"Think about Battlefield 1943 as the prototype, so a full (but short) game experience for a reasonable price," he said. "At the same time, an expanded version of the game will be under development for release as a packaged product."
"However, the idea is that if the PDLC gets favorable reviews, it will build word of mouth for the boxed product. If the PDLC has issues, they can tweak the packaged product to address those issues, improving the final product before release," he added.
Pachter said he wasn't sure if EA plans to include the PDLC content with the packaged game, adding that the content could be a "prequel" to the full game so it can continue to be sold separately. The strategy is expected to launch during the company's fiscal 2011 year, which begins on April 1, 2010.