David Demartini is the head of EA's Origin service. And he's most certainly not going to be announcing any 75%-off sales on his service any time soon. Why? Because he says it damages publishers' intellectual properties (the value of their brands), cheapening them and giving customers a huge reason not to buy new games at launch. He told GamesIndustry:
“We won’t be doing that. Obviously [Steam] thinks it’s the right thing to do after a certain amount of time. I just think it cheapens your intellectual property. I know both sides of it, I understand it. If you want to sell a whole bunch of units, that is certainly a way to do that, to sell a whole bunch of stuff at a low price. The game makers work incredibly hard to make this intellectual property, and we’re not trying to be Target. We’re trying to be Nordstrom.
“When I say that, I mean good value, we’re trying to give you a fair price point, and occasionally there will be things that are on sale you could look for a discount, just don’t look for 75 per cent off going-out-of-business sales.
“What Steam does might be teaching the customer: ‘I might not want it in the first month, but if I look at it in four or five months, I’ll get one of those weekend sales and I’ll buy it at that time at 75% off. It’s an approach, and I’m not going to say it’s not working for Valve. It certainly works for Valve; I don’t know if it works as well for the publishing partners who take on the majority of that haircut.”
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