Monday, August 27, 2007
A Better Way To Fight Piracy?
The latest flap over the "excessive" DRM restrictions of Bioshock has once again reminded me that in the battle between content-makers and digital pirates, the biggest loser is usually the honest consumer. Increasingly invasive or restrictive licensing may force them to find "cracks" just to allow them to play the game they paid for (been there, done that, and had friends have to do the same), which of course exposes them to the wild, wonderful world if pirate websites and executables --- with all the security risk that entails.
There has got to be a better way.
Now, as a game developer or publisher, what is your goal? Is it to stamp out piracy? Not in the least. You could get 100% effective in combating piracy by simply refusing to release your game, but that wouldn't exactly be sound business decision. Your goal, as a gaming business, is to maximize revenue on your game. There is anecdotal evidence that going from a weak incentive to buy to a stronger one can yield five times more sales.
It's not about pirates or "non-customers" versus real customers. It should be about customers versus potential customers. And it definitely shouldn't be about treating all customers as criminals until they've jumped through enough hoops to qualify for temporary upgraded status.
The First Stage Is Acceptance
I heard a story once about a software company which - like too many software companies - found that about half of their customer-support time was being spent supporting non-customers. In other words, people using pirated copies of their software.
Their approach to the problem was to get these "highly questionable" users who had lost their documentation and license keys to sign up for their mailing list. And then send them the same upgrade offer they sent their legitimate customers. From what I was told, a surprising number of these users accepted the chance to "go legit" with a discounted upgrade.
So in other words, their approach was to treat the criminals as customers, rather than to treat customers as criminals. And it worked.
Is It Time To Embrace Reality?
Could game developers and publishers adopt a similar approach? Instead of making it harder for legitimate users to enjoy their rights as consumers, could they instead add incentives for the so-called "casual pirates" to not only go legal, but also to buy other products?
Is it time to give up the fantasy that we can fight a winnable war of defense against piracy? Can we instead embrace reality, and try to turn it to our advantage?
Winning Customers Through Convenience
Stardock tried something along these lines with Galactic Civilization II. We may never know how it would have gone if they had decided on a more draconian DRM solution instead, but rumor has it that the game has sold quite well. Now, they do have some basic license restrictions with their software, provide a serial key that you need to install the game, and so forth. In a forum article, "Galactic Civilizations II, Copy Protection, and Piracy", they state, "Our primary weapon to fight piracy is through rewarding customers through convenient, frequent, free updates. If you make it easy for users to buy and make full use of your product or service legitimately then we believe that you'll gain more users from that convenience than you'll lose from piracy. "
Their approach was outlined in a JoeUser article, "CD Copy Protection Is Not The Way To Stop Piracy," their recipe includes provide a unique serial number for each game, tying those to personalized user accounts, providing frequent and meaningful updates to the game for customers, and providing other benefits for customers. All this adds up to make it far more convenient and beneficial to be a legitimate customer than to be a pirate. The only ones who will really prefer the inconvenience and danger of illegal downloads are those who really couldn't afford the game in the first place.
Winning Over The Kids Who "Wouldn't Buy It Anyway"
Amanda Fitch, of Amaranth Games, had a very clever way of recovering some of those other "lost souls" who would have turned to piracy out of economic necessity. She received emails from kids who couldn't afford her hit casual RPG, "Aveyond," and she offered them a free copy in exchange for their marketing efforts. This converted a non-sale into MANY sales, potentially, in addition to earning her some rabid goodwill.
While that solution doesn't scale very well, it does show that there are some ways of thinking outside of the box and turning economic realities into an advantage.
Any More Bright Ideas?
What other things could be done to combat piracy by encouraging pirates - particularly the "casual" pirates - to "go legit" rather than (only) erecting semi-effective barriers that are more painful to legitimate consumers than the pirates they were designed to foil?
If you have ever had less-than-legitimate software installed on your machine, what would it take for you to spend the money to make it official rather than buying something new?
Is there a better way to turn people's tendency to share with each other to an advantage (as was used back in the pre-web shareware days) rather than fighting against the tide?
(Vaguely) related stupidity, absolutely free:
* PC Game Publishers: Please Hurt Me Some More!
* A Pirate Story
* Will 2007 Be the Year of the Downloadable Game?
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Labels: Biz
- posted by The Rampant Coyote @ 5:00 AM (Permalink)
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My most frequent piracy is to be able to see how a game plays before forking out the $40+ to purchase the dumb thing. I finally learned my lesson after buying a string of games that, well, sucked. I decided I just wasn't going to buy any games without playing them first any more.
Most games have demos so that's not a hard resolution to maintain. The problem comes with games that either don't have demos or whose demos are so gimped as to make them worthless. If I can only play a demo once or if it limits time played to an hour (or less) or if it doesn't allow saving then I'll sometimes turn to a pirate copy to get me enough play-time to judge how good it actually is.
You could say that this is a form of the good games paying the price of the bad behavior of games that suck. That is, you could say that if I didn't then buy the games I actually continue playing past a decent introduction point.
Sadly, one thing I've found is that sometimes it's best to leave the prirated copy installed if only for the convenience of not having to dig out the stupid CD or DVD in order to play the game...
Most games have demos so that's not a hard resolution to maintain. The problem comes with games that either don't have demos or whose demos are so gimped as to make them worthless. If I can only play a demo once or if it limits time played to an hour (or less) or if it doesn't allow saving then I'll sometimes turn to a pirate copy to get me enough play-time to judge how good it actually is.
You could say that this is a form of the good games paying the price of the bad behavior of games that suck. That is, you could say that if I didn't then buy the games I actually continue playing past a decent introduction point.
Sadly, one thing I've found is that sometimes it's best to leave the prirated copy installed if only for the convenience of not having to dig out the stupid CD or DVD in order to play the game...
So I have a couple of questions for you:
#1 - How often do you buy the full version of a game if you already have a full (but illegal) version?
#2 - Do you have some games that you enjoyed but never "got around" to registering?
I know it'd be tough for me to pay for a game that already sat on my hard drive, that I might not even need to crack open the package for.
And yes, the CD-check thing is a really annoying which I've gotten used to. I most often notice it only when I'm playing games that do NOT require a CD --- I'm astonished by how much I give them preference. But then, since when does a game manufacturer worry about how much you enjoy your game AFTER you have bought and installed it?
#1 - How often do you buy the full version of a game if you already have a full (but illegal) version?
#2 - Do you have some games that you enjoyed but never "got around" to registering?
I know it'd be tough for me to pay for a game that already sat on my hard drive, that I might not even need to crack open the package for.
And yes, the CD-check thing is a really annoying which I've gotten used to. I most often notice it only when I'm playing games that do NOT require a CD --- I'm astonished by how much I give them preference. But then, since when does a game manufacturer worry about how much you enjoy your game AFTER you have bought and installed it?
This is a nice article, Rampant Coyote. For certain things, it is better to use a "positive" approach instead of a negative one. I especially like the reminder that the goal here is to push units out the door, not end piracy. A subtle, but critical distinction.
# posted by 
: August 27, 2007 1:17 PM
: August 27, 2007 1:17 PM
I know it'd be tough for me to pay for a game that already sat on my hard drive, that I might not even need to crack open the package for.
But even tougher, I'd think, if a legal registration gave you NOTHING you didn't already have.
Buying a box copy for a game you've pirated gives you a nice shiny box, a pretty printed disc, possibly a manual and other fluff, and a pleasant feeling of ownership.
Buying a license for a downloadable game you've already pirated gives you... what, exactly?
What can digital games offer? Perhaps there should be more members-only forums, with prominent display of the games you own by your avatar? Bioware did this, and restricted where non-owners were allowed to post. If you wanted to discuss NWN you had to show you'd bought it.
But even tougher, I'd think, if a legal registration gave you NOTHING you didn't already have.
Buying a box copy for a game you've pirated gives you a nice shiny box, a pretty printed disc, possibly a manual and other fluff, and a pleasant feeling of ownership.
Buying a license for a downloadable game you've already pirated gives you... what, exactly?
What can digital games offer? Perhaps there should be more members-only forums, with prominent display of the games you own by your avatar? Bioware did this, and restricted where non-owners were allowed to post. If you wanted to discuss NWN you had to show you'd bought it.
It's interesting that you mention Galactic Civilizations. That's the one that Starforce linked to a torrent on their site, "See what happens if you don't use our protection". It reminded me of a Mafia protection racket.
http://www.fragland.net/news.php?id=13033
http://www.fragland.net/news.php?id=13033
# posted by : August 27, 2007 2:32 PM
: August 27, 2007 2:32 PM
Buying a box copy for a game you've pirated gives you a nice shiny box, a pretty printed disc, possibly a manual and other fluff, and a pleasant feeling of ownership. Buying a license for a downloadable game you've already pirated gives you... what, exactly?
Good question. And the boxed versions don't give you much these days, either. A bunch of ads and coupons, a flimsy semi-manual, and a CD in a case. Woot.
For a downloadable game, I think there are lots of potential answers. Exactly the sorts of things Brad talks about with Stardock. Stuff indies need to get serious about. Though many are already.
It reminded me of a Mafia protection racket.
Funny, that. Reminded me of it, too. Makes me wonder how much that little sub-industry has basically made itself a self-fulfilling prophecy.
There are some chicken-and-egg questions this makes me consider. Like: Does copy protection work only because of heavy front-loaded sales? Or are heavy front-loaded sales only working because copy-protection has such a brief effectiveness period?
Good question. And the boxed versions don't give you much these days, either. A bunch of ads and coupons, a flimsy semi-manual, and a CD in a case. Woot.
For a downloadable game, I think there are lots of potential answers. Exactly the sorts of things Brad talks about with Stardock. Stuff indies need to get serious about. Though many are already.
It reminded me of a Mafia protection racket.
Funny, that. Reminded me of it, too. Makes me wonder how much that little sub-industry has basically made itself a self-fulfilling prophecy.
There are some chicken-and-egg questions this makes me consider. Like: Does copy protection work only because of heavy front-loaded sales? Or are heavy front-loaded sales only working because copy-protection has such a brief effectiveness period?
I think Amanda Fitch is on to something, what an impressive idea. What if this kind of sales model existed out in the open on the front end with a sell two get one free type deal much like an affiliate program. This may be counter productive as well, as people who can't sell well get frustrated and rip you off anyway. Just a thought.
a flimsy semi-manual
Isn't that the truth! Remember when manuals were actually worth reading? They used to be full of great art, maps, background story, etc. Now they are so bare and bland it's almost insulting.
Isn't that the truth! Remember when manuals were actually worth reading? They used to be full of great art, maps, background story, etc. Now they are so bare and bland it's almost insulting.
# posted by : August 28, 2007 7:03 AM
: August 28, 2007 7:03 AM
No kidding! And half the manual is devoted to a warning to people with epilepsy, the table of contents, and installation instructions.
Okay, I kinda get it. Once upon a time, computers had very little RAM or storage space, so putting all that material onto the floppies wasn't viable. But that was part of the whole "gaming experience" for me. The cloth map, the thick manual full of interesting background material... that was cool, dang it.
Ah, well. As we go more and more to a direct-download distribution model, I guess those days are truly behind us.
Okay, I kinda get it. Once upon a time, computers had very little RAM or storage space, so putting all that material onto the floppies wasn't viable. But that was part of the whole "gaming experience" for me. The cloth map, the thick manual full of interesting background material... that was cool, dang it.
Ah, well. As we go more and more to a direct-download distribution model, I guess those days are truly behind us.
The question of whether or not a download-only game really offers enough incentive to purchase if you already have a pirated copy is a good one, but I think (from my experience at least) download-only games are much harder to pirate because their installations are usually tied to the delivery system. To me, that, with the ease of access, would lead me to believe that a download-only gaming industry would have far less piracy.
But then I'm in the camp that would really prefer to have a physical item to show for my money than a file on my computer. I've only done download-only once with a Battlefield 2 expansion, which was lost when my hard drive died. Almost a year after the purchase I haven't played Battlefield and my expansion is nowhere to be seen, largely due to a lack of desire to take the steps to get it back.
Regardless, I'm unsure how to best combat piracy. CD checks always seemed a necessary evil to me, though easily cracked. On-line activation is something I'm very against, as I'm generally against giving outside parties massive control over the software on my computer in general (though that complaint seems to be becoming more and more superfluous as time goes on).
I just think the value needs to be obvious to the buyer. Making games harder to play certainly isn't going to make them more valuable.
I'd really be interested to see if there's any kind of demographics studies regarding who is doing the pirating.
But then I'm in the camp that would really prefer to have a physical item to show for my money than a file on my computer. I've only done download-only once with a Battlefield 2 expansion, which was lost when my hard drive died. Almost a year after the purchase I haven't played Battlefield and my expansion is nowhere to be seen, largely due to a lack of desire to take the steps to get it back.
Regardless, I'm unsure how to best combat piracy. CD checks always seemed a necessary evil to me, though easily cracked. On-line activation is something I'm very against, as I'm generally against giving outside parties massive control over the software on my computer in general (though that complaint seems to be becoming more and more superfluous as time goes on).
I just think the value needs to be obvious to the buyer. Making games harder to play certainly isn't going to make them more valuable.
I'd really be interested to see if there's any kind of demographics studies regarding who is doing the pirating.
Funny, I'd say the "Look what happens without copy protection" link kinda backfired. I, for one, had never heard about GC's amazing success without it until now, when I learned it following links around about this.
I find it interesting that it was a mod though. All forums I've been on chose mods pretty carefully, only people they trusted and thought were helpful and cool-headed enough to represent them well. I can't fathom any of them posting an illegal link even on an indie forum, rather less an illegal link on a business's forum that runs counter to the business's goal.
I find it interesting that it was a mod though. All forums I've been on chose mods pretty carefully, only people they trusted and thought were helpful and cool-headed enough to represent them well. I can't fathom any of them posting an illegal link even on an indie forum, rather less an illegal link on a business's forum that runs counter to the business's goal.
# posted by : August 28, 2007 8:40 AM
: August 28, 2007 8:40 AM
Yeah, the StarForce thing definitely gave them a black eye (I believe UbiSoft dropped them after that). In fact, games are probably using SecuROM now BECAUSE they didn't want to be associated with StarForce.
I'd say SecuROM is an improvement.
But that's like saying that getting a pound of crap dumped on your head is an improvement over getting two pounds of crap dumped on your head.
I think publishers aren't even questioning copy protection anymore. They are just blindly sold on the belief that more is better.
I'd say SecuROM is an improvement.
But that's like saying that getting a pound of crap dumped on your head is an improvement over getting two pounds of crap dumped on your head.
I think publishers aren't even questioning copy protection anymore. They are just blindly sold on the belief that more is better.
Interestingly, the manuals and items included in a game box used to work as copy protection. Without those items, it was difficult or impossible the play the game. Sometimes this was obvious, as in a sheet or wheel of codes. Other times it was more subtle, like an id badge with a code number you'd need later.
Infocom pioneered the technique of putting goodies and clues in the box, largely because they couldn't fit all of the information they needed on a floppy. Instead of including a lengthy description of, say, a passport, they just printed one off and included it.
Origin used to do this with the Ultima games. Cloth maps, brass ankhs, often multiple manuals. Worth a fortune on ebay these days if you still have them.
I think it started to die once game developers stopped publishing their own games. Once a third-party publisher was involved, they saw manuals and goodies as simply additional cost, and eliminated them. It didn't matter to them that the inserts were part of the entire experience and what made the product a quality product.
Infocom pioneered the technique of putting goodies and clues in the box, largely because they couldn't fit all of the information they needed on a floppy. Instead of including a lengthy description of, say, a passport, they just printed one off and included it.
Origin used to do this with the Ultima games. Cloth maps, brass ankhs, often multiple manuals. Worth a fortune on ebay these days if you still have them.
I think it started to die once game developers stopped publishing their own games. Once a third-party publisher was involved, they saw manuals and goodies as simply additional cost, and eliminated them. It didn't matter to them that the inserts were part of the entire experience and what made the product a quality product.
one thing that it's not often considered about piracy, is that sometimes it's simply a faster way to get a game.
I mean, you want a PS2 game? you open up bittorrent, or emule, and if you're lucky you get it without having to bother moving from your seat.
I've never heard of something THAT SIMPLE for a console.
I mean, you want a PS2 game? you open up bittorrent, or emule, and if you're lucky you get it without having to bother moving from your seat.
I've never heard of something THAT SIMPLE for a console.
i bought GC2 in part because i heard it had no copy protection, and in part because of this:http://www.computerandvideogames.com/article.php?id=161570&site=pcg
oddly, "Day 15: "****."
****.
Day 16: How screwed I am in pictures"(astriks added) was part of why i bought it.
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oddly, "Day 15: "****."
****.
Day 16: How screwed I am in pictures"(astriks added) was part of why i bought it.
# posted by : February 16, 2008 7:16 PM
: February 16, 2008 7:16 PMLinks to this post:
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