(Before I launch in, I want to make it perfectly clear there is nothing ethically wrong with creating a product and selling it)
I'm beginning to think that the market for DLC is not benefitting either side of the equation. It's beginning to sit with collector's editions and super-fan bonuses as things that are really not applicable for the majority of consumers. On the consumer end, you are usually receiving far less content for each dollar than you did in the base game, which sits in even starker contrast when that content is merely assets; very rarely does DLC do anything to change core gameplay mechanics, it generally just offers original art assets, voice acting, and music. On the developer end, the money spent developing the core game allows them to sell to the entire market, whereas the money spent developing the DLC can only be sold to those who have purchased the original game, thus drastically reducing the market size. Not only that, but most of the market you are selling to is largely done with that game. Some popular DLCs have reinvigorated interest in games, or entice consumers when they see GOTY editions, but for the widest share of the market has probably moved on. I might play additional content if it's available in the period in which I'm playing the game, but it's less likely that I open up a game I shelved nine months ago.
While it's fairly obvious that there is a market for smaller experiences, I think the current model of add-on DLC is not an effective one. I think to legitimize itself, DLC will have to either look at the Case Zero/Blood Dragon example of stand-alone forms, thus allowing them to sell to the entire market rather than just previous consumers, or invest fully in pre-development or 'day one bonus' as an incentive for super-fans that are willing to pay a premium to get a little more out of their experience. Because I might have paid 20 dollars for a slightly longer Mark of the Ninja, but I don't think I will pay 15 dollars last year and 5 dollars today.
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