Major videogame publishers including EA and THQ have sought to mitigate the impact of previously-owned videogames on new release sales this year by making some titles’ online multiplayer modes accessible only with a one-time download code. Gamers receive the code with factory-sealed copies of the game; presuming previous owners used the codes, purchasers of used copies must purchase a new code directly from the publisher.
That’s not how Activition’s forthcoming “Call of Duty: Black Ops” (in stores November 9) will work, according to Mark Lamia, head of the game’s developer Treyarch. From the development studio’s perspective, encouraging consumer retention of games comes down to offering continually compelling content.
“I want to take [the strategy] in the other direction and bring consumers really great reasons to keep their games, rather than trade them in,” Lamia told gamer site MCV at a recent promotional event for “Call of Duty.”
“We’re going to support the hell out of ‘Black Ops,’” Lamia continued. “That will be our focus post-release: making sure we keep our fans engaged, and hopefully as a result, they’ll want to keep playing our game and won’t want to trade it in.”
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