Last week I wrote a blog on the blatant commercialism running rampant at E3 this year. Mostly, I wrote about ‘exclusive’ titles and Microsoft’s DRM policy which would give publishers the choice of whether or not to charge people for using pre-owned games, and also, a policy which would necessitate 24 hour online ‘checks’ to play games either on or off line.
Well, about half a week ago, Microsoft announced a complete 180 degree reversal on this policy. In an announcement called ‘Your Feedback Matters’ president Don Mattrick wrote that due to our feedback they have made some big changes to the Xbox One. He announced that after an initial set up players wouldn’t need to connect to the internet at all to play off line, and also that used games will be available for re-sale, rent and lending after all. The announcement closes by saying:
‘We appreciate your passion, support and willingness to challenge the assumptions of digital licensing and connectivity. While we believe that the majority of people will play games online and access the cloud for both games and entertainment, we will give consumers the choice of both physical and digital content. We have listened and we have heard loud and clear from your feedback that you want the best of both worlds.’
Despite their insistence that their policies were valid and would in fact ensure a better experience for the consumer, I think that after the initial announcements Microsoft came up against such a wall of negativity that there was very little else they could do but abandon their policies. However, I wonder how this would have all panned out if Sony had not been standing right behind them making rabbit ears behind their backs.
E3 is always a battle of sorts between the companies and it was very clear this year that Sony had won. Not only did their showcase appeal much more directly to gamers than Microsoft’s, but they were also launching the new Playstation for about $100 less than Xbox One. Then there was their cheeky and oh-so-topical dig at Microsoft about how easy it is to share games on the Playstation 4.
I wonder if Microsoft would have backed down on their policies so easily had Sony had not recognised and subsequently capitalised on their mistake. Well, the answer is absolutely no. No matter how much they pretend that this is a result of our ‘valued feedback’, it’s very clear that they panicked that everyone was going to go and buy Playstations instead, and so quickly did an about turn. And damn well they should because yes, everyone was going to go and buy Playstations instead! No matter what, I think Microsoft have lost a lot of support and through this newest development they have also lost a lot of integrity. I think their about turn is too little too late, and that they’ve damaged their brand quite a bit this month.
Whether or not they were spooked or genuinely value user feedback, this is a good example of people standing up for themselves, not wanting to be ripped off and beating back a company. This is something that gamers seem to be very good at doing and there are quite a lot of examples to prove it.
I remember a story which captivated me a few years back regarding the MMO EVE Online. The developers (CCP) had wanted to introduce a new expansion for the game which would introduce microtransactions. When it came to light that these microtransactions would cost between $10 – $60 and essentially turn the game into a ‘pay-to-win’ affair, players suddenly started feeling distinctly like they were being ripped off. So, as any self respecting Space Rouges would, hundreds and hundreds of gamers demonstrated their disapproval by attacking an indestructible and iconic monument in the game. This overloaded the servers and basically gridlocked the in-game economy for a day or so. There was also a threat that a heck of a lot of players (who hadn’t already) would cancel their subscriptions to the game, which could have cost CCP over $1 Million in lost revenue. In order to sort all this out CCP payed to fly the player elected council in the EVE world to their HQ in Reykjavík to sort out a compromise.
I love that story! It’s like a digital world revolution in which the gamers won out against a commercial minded company. I feel like Microsoft’s policy reversal marks something similar.
So, well done gamers! 10 points to you. It just shows that with a little perseverance big consumerist companies can be reminded that without the consumer they’re nothing and that, in the end, we’re in charge.