Recently there has been a lot of talk about how piracy affects PC gaming. And if you listen to game developers, it apparently is a foregone conclusion - if a high quality PC game doesn't sell as many copies as it should, it must be because of piracy.
Now, I don't like piracy at all. It really bugs me when I see my game up on some torrent site just on the principle of the matter. And piracy certainly does cost sales. But arguing that piracy is the primary factor in lower sales of well made games? I don't think so. People who never buy software aren't lost sales.
Most people who know of Stardock in the gaming world think of it as a tiny indie shop. And we certainly are tiny in terms of game development. But in the desktop enhancement market, Stardock owns that market and it's a market with many millions of users. According to CNET, 6 of the top 10 most popular desktop enhancements are developed by Stardock. Our most popular desktop enhancement, WindowBlinds, has almost 14 million downloads just on Download.com. We have over a million registered users.
If you want to talk about piracy, talk about desktop enhancements. The piracy on that is huge. But the question isn't about piracy. It's about sales.
So here is the deal: When you develop for a market, you don't go by the user base. You go by the potential customer base. That's what most software companies do. They base what they want to create on the size of the market they're developing for. But not PC game developers.
PC game developers seem to focus more on the "cool" factor. What game can they make that will get them glory with the game magazines and gaming websites and hard core gamers? These days, it seems like game developers want to be like rock stars more than businessmen. I've never considered myself a real game developer. I'm a gamer who happens to know how to code and also happens to be reasonably good at business.
So when I make a game, I focus on making games that I think will be the most profitable. As a gamer, I like most games. I love Bioshock. I think the Orange Box is one of the best gaming deals ever. I love Company of Heroes and Oblivion was captivating. My two favorite games of all time are Civilization (I, II, III, and IV) and Total Annihilation. And I won't even get into the hours lost in WoW. Heck, I even like The Sims.
So when it comes time to make a game, I don't have a hard time thinking of a game I'd like to play. The hard part is coming up with a game that we can actually make that will be profitable. And that means looking at the market as a business not about trying to be "cool".
So even though Galactic Civilizations II sold 300,000 copies making 8 digits in revenue on a budget of less than $1 million, it's still largely off the radar. I practically have to agree to mow editors lawns to get coverage. And you should see Jeff Green's (Games for Windows) yard. I still can't find my hedge trimmers.
Another game that has been off the radar until recently was Sins of a Solar Empire. With a small budget, it has already sold about 200,000 copies in the first month of release. It's the highest rated PC game of 2008 and probably the best selling 2008 PC title. Neither of these titles have CD copy protection.
And yet we don't get nearly the attention of other PC games. Lack of marketing on our part? We bang on the doors for coverage as next as the next shop. Lack of advertising? Open up your favorite PC game publication for the past few months and take note of all the 2 page spreads for Sins of a Solar Empire. So we certainly try.
But we still don't get the editorial buzz that some of the big name titles do because our genre isn't considered as "cool" as other genres. Imagine what our sales would be if our games had gotten game magazine covers and just massive editorial coverage like some of the big name games get. I don't want to suggest we get treated poorly by game magazine and web sites (not just because I fear them -- which I do), we got good preview coverage on Sins, just not the same level as one of the "mega" titles would get. Hard core gamers have different tastes in games than the mainstream PC gaming market of game buyers. Remember Roller Coaster Tycoon? Heck, how much buzz does The Sims get in terms of editorial when compared to its popularity. Those things just aren't that cool to the hard core gaming crowd that everything seems geared toward despite the fact that they're not the ones buying most of the games.
I won't even mention some of the big name PC titles that GalCiv and Sins have outsold. There's plenty of PC games that have gotten dedicated covers that haven't sold as well. So why is that?
Our games sell well for three reasons. First, they're good games which is a pre-requisite. But there's lots of great games that don't sell well.
The other two reasons are:
When you make a game for a target market, you have to look at how many people will actually buy your game combined with how much it will cost to make a game for that target market. What good is a large number of users if they're not going to buy your game? And what good is a market where the minimal commitment to make a game for it is $10 million if the target audience isn't likely to pay for the game?
If the target demographic for your game is full of pirates who won't buy your game, then why support them? That's one of the things I have a hard time understanding. It's irrelevant how many people will play your game (if you're in the business of selling games that is). It's only relevant how many people are likely to buy your game.
Stardock doesn't make games targeting the Chinese market. If we spent $10 million on a PC game explicitly for the Chinese market and we lost our shirts, would you really feel that much sympathy for us? Or would you think "Duh."
Anyone who keeps track of how many PCs the "Gamer PC" vendors sell each year could tell you that it's insane to develop a game explicitly for hard core gamers. Insane. I think people would be shocked to find out how few hard core gamers there really are out there. This data is available. The number of high end graphics cards sold each year isn't a trade secret (in some cases you may have to get an NDA but if you're a partner you can find out). So why are companies making games that require them to sell to 15% of a given market to be profitable? In what other market do companies do that? In other software markets, getting 1% of the target market is considered good. If you need to sell 500,000 of your game to break even and your game requires Pixel Shader 3 to not look like crap or play like crap, do you you really think that there are 50 MILLION PC users with Pixel Shader 3 capable machines who a) play games and will actually buy your game if a pirated version is available?
In our case, we make games that target the widest possible audience as long as as we can still deliver the gaming experience we set out to. Anyone who's looked at the graphics in Sins of a Solar Empire would, I think, agree that the graphics are pretty phenomenal (particularly space battles). But could they be even fancier? Sure. But only if we degraded the gaming experience for the largest chunk of people who buy games.
I don't want anyone to walk away from this article thinking I am poo-pooing the effect of piracy. I'm not. I definitely feel for game developers who want to make kick ass PC games who see their efforts diminished by a bunch of greedy pirates. I just don't count pirates in the first place. If you're a pirate, you don't get a vote on what gets made -- or you shouldn't if the company in question is trying to make a profit.
The reason why we don't put CD copy protection on our games isn't because we're nice guys. We do it because the people who actually buy games don't like to mess with it. Our customers make the rules, not the pirates. Pirates don't count. We know our customers could pirate our games if they want but choose to support our efforts. So we return the favor - we make the games they want and deliver them how they want it. This is also known as operating like every other industry outside the PC game industry.
One of the jokes I've seen in the desktop enhancement market is how "ugly" WindowBlinds skins are (though there are plenty of awesome ones too). But the thing is, the people who buy WindowBlinds tend to like a different style of skin than the people who would never buy it in the first place. Natural selection, so to speak, over many years has created a number of styles that seem to be unique to people who actually buy WindowBlinds. That's the problem with piracy. What gets made targets people who buy it, not the people who would never buy it in the first place. When someone complains about "fat borders" on some popular WindowBlinds skin my question is always "Would you buy WindowBlinds even if there was a perfect skin for you?" and the answer is inevitably "Probably not". That's how it works in every market -- the people who buy stuff call the shots. Only in the PC game market are the people who pirate stuff still getting the overwhelming percentage of development resources and editorial support.
When you blame piracy for disappointing sales, you tend to tar the entire market with a broad brush. Piracy isn't evenly distributed in the PC gaming market. And there are far more effective ways of getting people who might buy your product to buy it without inconveniencing them.
Blaming piracy is easy. But it hides other underlying causes. When Sins popped up as the #1 best selling game at retail a couple weeks ago, a game that has no copy protect whatsoever, that should tell you that piracy is not the primary issue.
In the end, the pirates hurt themselves. PC game developers will either slowly migrate to making games that cater to the people who buy PC games or they'll move to platforms where people are more inclined to buy games.
In the meantime, if you want to make profitable PC games, I'd recommend focusing more effort on satisfying the people willing to spend money on your product and less effort on making what others perceive as hot. But then again, I don't romanticize PC game development. I just want to play cool games and make a profit on games that I work on.
I know this probaly isn't the place to post this but I recently got this game and i have been trying to register for metaverse but it keeps telling me the code isn't registered to my account can anyone help out?
i ve read the article, even thoe it seems to be an old one. Im a gamer. I played games since be4 i lerned to speak well, like, since age of 2 or 3... I own 6 computers, and have more games in my house (PC games ((not tolcking about console games which i also have plenty of)) ) then the next Gamestop has in stock. I love games, and manage to have a life: a fun job (bartending) and going to college this spring, on top of that even manage to have enough time to have a very cool gf whom i absolutly adore and shes not a gamer at all...... Its possible im not ur averege PC gamer ether. I dont shy away from using Pirate Bay or Iso Hunter among others for downloading games&music&movies. However, i, if i happen to download a game i really like, or a movie, or soung... i buy it. Its my way to say thx to the ppl who put their time and effort into making such a cool product. If i dont like the game( or music&movie) i downloaded, i delete it. The reason why i think pirate bay is valid among other things is beouse, there has been numerous occassions, ive read gamespy, gamespot, pc gamer, and other reviews, that sugested the game is good, i bougth it, and now its collecting dust, becouse it sucks. becouse it doesnt suck but i dont like it. Becouse, it could have been a good game indeed, but its released all buggy, and u have to w8 if hopefully the devs would be kind enough to realise patches to make it stable... Some may argue, well, download a demo.... Well, most devs dont make a demo now a day for 1, for 2 some demos may not be enough to make a conclusive opinion on a product, to that end however, most demos are. i also know im not alone. I know many gamers. Hard core gamers. Mild gamers. Casual gamers. Not-gamers, just those who enjoy 1-2 games once in rear while. Many of those i know, also download games to check them out. And most of em, if they really liked the product, it was stable at realise, its a fun game, and appealling to their tastes, they will go and buy that game. And those games, they downloaded, and didnt like... its not gonna be kept long on a hard drive... The hard drive is not made of rubber.
We live in an age of rapid information. Because of this age, men-hateful ideology on the scale of a state (like fascism ) is hopefully no longer possible. It is because of this age simple things, like morning newspaper (in paper format) can become a rarity. It is because of this age, information is no longer just a commodity, it is also a necessity, much same as water and air, and education. If information is not a commodity, can it be copyrighted? Yes it can be, but only to a limited extent. Does water we drink, not get processed? It does. Is it a service? It is. Is not a service entitled to revenue? It is. But to that extent? Certainly not to an extent there u pay for something that has become for all intent and purpose a public property. Much same way, as a song, written by a celebrated artist, who has long passed away, should not be copyrighted and generate revenue in millions to some publisher (not because that publisher spend money on production of copies, but because that publisher holds “rights” to it). There for, as long as information is a continuing service, it retains the rights for a copyright. In relation to gaming, that does that mean? A long outdated game, that no longer maintains any developer support, yet is publicly iconic, is no longer a commodity, it public cultural heritage. A product, developed by a company that since dissolved, in my opinion , is no longer a commodity. A product that became iconic, of a generation, even if its resent, is no longer a commodity. A poorly designed information-based product, with no support, unstable, and published, is no longer a commodity.
Piracy in relation to up to date gaming. Well for starters, there are few software entertainment PC products, that, on day of release, are stable. That’s a very important note. Many developers today, are content to realize, unstable, unfinished products, which they may or may not support. That’s called a rip-off. No amount of piracy will hurt a product more, in this age of information, then unstable product will hurt it self. No amount of piracy will disregard and destroy revenue for a well made, well supported product. In fact, such a product, will sell it self. Any well made product, well supported product, with multiplayer, will be bought by those who buy games in a first place, and some others on top of that. If such a product as described in the lust sentence, should become torrent’s favorite, even better, its called free marketing to the masses by the masses.
Pirate-Bay, piracy or sharing of information? Anything u will answer to this question, is called philosophy.
PS:IN relation to stardock: i torrented Galactic Civ2, i liked it, i bougth GalCiv2 Gold Edition. i torrented Sins of a Solar Empire, i liked it i bougth it, bougth 3 of em, 2 for friends of myne. I torrented Mass Effect, i liked it, i bougth it, in fact i bougth 6 of em (5 as gifts to friends; to that end i bougth every single Bioware game made to date, and i adore their games, so far a masterpice of programming art as far as im conserned), I torrented World in Conflict, i liked it, i bougth it. I torrented Assassin's Creed2, i liked it, i bougth it, i torrented Halo ODST, i liked it, i bougth it, i torrented Gal Civ2 TA, i didnt like it, i deleted it (maybe i just never got the point of it, but then i installed it, and started a new game, i saw EXACTLY the same identical game as Gal Civ2,maybe i missed something, becouse i didnt play longer then 1st turn, but i really couldnt tell a differense). I torrented Fallout 3, i liked it, i bougth it, also a few copies more then 1 for frinds. I bougth a game, out of hype once (and "good reviews") Red Alert 3..... i havent played more then 4 min of it... now its collecting dust. I dont belive im a theef, in any of those cases, just a responsible buyer, who likes games, but also understands the value of money... and that i would much more rather, give 60 or more $ to charity, then buy a game that i will play no longer then Red Alert 3. Also, there are some games, that indeed i would much rather just torrent and not bother looking for them in stores there i may or may not find them, like Modern Warfare 2, but this is A: a good game B: it has multiplayer, so i bougth it... evcourse, i prob wouldnt, if it wasnt available at steam, becouse alot of retailers those days, dont carry PC games, even if they generate hype. Also, i torrented Arcanum, an old game.... but the company that made the game no longer exist, the game is no longer sold or prodused, and i will not spend day-after day, scrolling through e-bay, in faint hope, that some1, may still sell it. On another side note, Diablo 3 is coming out eventually, i will buy this game regardless of reviews... Still, the other day, then the news that Diablo 3 only came out, and i wanted to re-fresh my Diablo2 days all the sudden, i went to the store to find it at the cost of around 30 $ (i don't remb exact price), now im not poor, or cheap, but no way on earth, am i ever going to pay, for such an old game such an outrageous price (lucky for me i found the D2 disks, while wisiting mom in MA ).
PSS : my microsoftword is acting funny.. so i was forced to continue without it, and it was rather late then i started typing this... i didnt see my key bord, so there could be some grammatical errors, i hope they are not many and utterly obvious, my apologise for any spelling error's i may have commited while typing this.
I can't tell you how many times I've linked, talked about or referred back to this post and its nearly two years later. The sad thing is that things have gotten worse since then. *sigh*
"Blaming piracy is easy. But it hides other underlying causes. When Sins popped up as the #1 best selling game at retail a couple weeks ago, a game that has no copy protect whatsoever, that should tell you that piracy is not the primary issue."
WOW! I totally love this paragraph. This article is very well written and sums up mythoughts and frustraitions with the PC market games. After all the new console systems came out I looked at them and thought "I'm buying a new PC instead" before I realized the virus of DRM plagueing the system preventing me from playing games I would have otherwise bought.
Hundreds of dollars in fact would have gone to buying PC games instead beer to enhance various systems' games I already own. It really hurts not being able to play certain games bacause I'm taking a stand against intrusive DRM and am not the type to pirate games since that would send the wrong message to the people I want to listen to me - as was said in the article - pirates shouldn't have a say.
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