In an interview with Wedbush Morgan Securities' industry analyst Michael Pachter, EA Group GM Nick Earl said the company plans to start charging for “premium downloadable content” before releasing the entire game at full price. Earl said the strategy would "serve as a low-cost marketing tool” and limit the risk of promoting a full game that may not do well.
Reaction from gamers was swift. Some denounced the move as a blatant attempt at money-grabbing while other urged patience to see what the final plan would be.
A user named Fimmel wrote on GameSpot’s message board, “Do they really think we'll pay to DL the beginning of the game before we've even gathered enough information to decide if we want to buy the game at all?”
Another commenter, Lord Thayer, wrote on Kotaku, “So, is it safe to assume that, if you buy the demo, then upgrade to the full game digitally, that they would take the price of the demo out? If so, I actually think that would be rad. “
Facing a possible backlash, Electronic Arts has tried to clarify its position on demos. A statement from the company said there were no set pricing strategies for the entire EA portfolio and included a curious line:
“None of the proposals call for charging consumers for traditionally free game demos."
The statement also said EA was working on delivering “premium content” to gamers before, during and after the launch of a final game package. It said each division of EA was experimenting with downloadables in an effort to provide “fresh game content in formats players want to experience.”
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