Thursday, February 13, 2014

Call of Duty Microtransactions

   When micro dlc was introduced I was okay with it, but after listening to some other people about it I think it was a bad move for the brand overall. Releasing a lot of micro dlc weakens customer loyalty at the margin and at this point they need to be building it back up.

   It's no secret that sales are down significantly from last year even though there aren't fewer 360s and PS3s out there. Of course a lot of that is due to the console transition, but when people switch over to a new console you have to compete with other games on a higher level. Better graphics is only a piece of that. They could be offering "free" micro dlc (or something else) as a way to reward the people who bought the game and as a way to build brand loyalty during the transition. Supporting your game with patches and fixes is the base level, it's expected. They ought to be doing something on top of that.

   Why is everyone wondering if Titanfall is a cod killer? It's not because titanfall is something great. It's mostly because in the last two years cod has used up all the customer loyalty they built from 2007 to 2010. They don't owe players anything, but letting customers pay extra for micro dlc is a poor way to keep your base happy through the transition while other brand new (and pretty awesome looking) IPs come out.