
Totilo summarizes his idea thusly.
...if a game company wants to convince the average GameStop consumer to buy a new copy of "Gears of War 2" or "Resistance 2," they should build an an Achievement or Trophy into the game called "Bought The Game New."
Here’s how it would work: the game company packages their game with a single-use card that contains a password that can be inputted and verified by Xbox Live or PlayStation Network. Inputting the password earns the player an Achievement/Trophy that acknowledges that the player bought the game.
I think pack-in single-unlock codes are a respectable, inoffensive way for publishers to solve the problem, but they ought to yield some kind of meaningful addition to the game itself. Handing out freebie achievements feels a little bit cheap, and is problematic for a couple of reasons.
Achievements (I'm using the term generically here) are the 21st-century equivalent of the arcade-game high score list, a verifiable symbol of bragging rights based on your accomplishments. You want the valuable ones to indicate that, yes, you really spent the hours required to run over 53,594 zombies or get 10,000 kills in multiplayer. Enough people are already out there hacking saves and burning through kids' games in order to boost their gamerscores; handing out more points just because you ponied up the full purchase price at retail would further dilute the importance of having a high score at all.
There's also the issue of questionable enticement value. You wouldn't know it around this office, but there's a big percentage of people who simply don't care about achievements. So the offer of higher gamerscore would mean little next to a $10 savings on those people's next purchase.
I think Gears 2 and its five free maps is the best example so far of incentivizing a new-off-the-shelf purchase. Recycled or not, those maps represent a meaningful piece of actual game content, and few people who really care about the Gears experience would want to pass them up. That sort of bonus feels like a legitimate value-add to the typical $60 package.
Do you buy a lot of used games? What would it take to make you want to pay full price for a shiny new copy, instead?
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