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Editor's note: Aaron presents some rules on DLC behavior. I'm glad that most companies don't abuse DLC on the PC side. Hopefully, more console publishers will follow their lead. -Jason
Downloadable content isn't a new concept. Players could download full games as far back as 1981 through Intellivision's PlayCable service. But it hasn't become a staple in the medium until recently.
As broadband Internet has become a more common connection rate, and the latest consoles all have some form of an online interface for consumers to purchase additional content, DLC has quickly become a standard practice in the industry.
DLC comes in many forms: smaller downloadable titles, new modes of play for existing games, new maps for multiplayer modes, additional equipment or weaponry, videos, demos, backgrounds, and even hats for a virtual avatar the only serves to give some vague representation of you for your friends to see.
Everything's for sale.
While initially an exciting proposition, DLC's created a hotbed of discussion about its implications. What should this newfound form of distribution give the consumer? What's acceptable to monetize?
This list is by no means exhaustive. Nor should this be viewed as an ultimatum to developers. I understand that most of these desicions are made at a coporate level, and if left to developers, DLC wouldn't have played out as it has.
The basis for this article is simple: If a company can attempt to sell something to you, they will. However, because we're in such a “teething” stage of this form of content consumption, consumers are in a unique position. We can dictate what companies will find economically viable.
Enough preamble -- on with the list.
Do: Provide an extensive add-on experience at a fair price
The best examples of this are often what the media or the consumers point to as the best forms of DLC. Titles like Grand Theft Auto 4's Lost and the Damned, and the soon-to-be released The Ballad of Gay Tony, are both sizable and substantial new experiences. At $20 each, these are worthwhile purchases for those who enjoy Rockstar's sardonic view of modernity.
Another prime example is Fallout 3. The game boasts almost 100 hours of content -- proof that Bethesda didn't hold back in terms of content to allow for future DLC opportunities. Its more bite-sized expansions allow the player to purchase what they might find interesting. It also allows Bethesda to be more experimental with much-reduced risk.
Don't: Ask people for money to advertise your product
I really don't understand why I should be asked to purchase a background, theme, or any aesthetic add-on for my console or avatar -- regardless of how affordable it is. What the companies are really wanting is for me to spend money to advertise their product for them. I realize that people like to proselytize products that they enjoy, but why charge them for the right to do so?
Do: Rerelease or revitalize an old product
DLC allows companies to reintroduce or revisit titles of the past. This can sometimes be seen as developers trying to find a quick buck. To those inclined to agree with that sentiment, allow me to remind you that not everyone has a working Sega CD on hand -- nor should they be expected to.
Beyond allowing new or nostalgic gamers to replaying older gems, DLC also lets companies reimagine these titles. These ventures aren't very expensive and can allow companies greater freedom to experiment. Also, if done well, they could also generate hype for a related big-budget release.
Don't: Release add-on content close to the launch of the full product for a fee or require consumers to pay for content that's already on the disc.
With high-speed online connections becoming more common, the concept of patching has crossed over from PC gaming to consoles, and this has given publishers the ability to do some underhanded forms of content.
When a PC gamemaker wanted to add some small upgrades, functionality, or modes of play, these would be regulated by the developer through the use of small downloadable patches. These patches would almost always be free or otherwise collected into a bigger package for sale as an expansion pack at a later date.
With the invention of console networks such as Xbox Live and PlayStation Network, all of the games available on their respective systems have the benefit of a shared storefront and method of distribution. This emboldens some companies to believe that they can reduce the amount of content in their original disc in order to sell it to you later with a greater profit margin.
The point is if you purchase such content, you're only emboldening these companies further.
Do: Take advantage of the online marketplace with instant price fluctuation
With the removal of a physical product and, more important, the red tape of brick-and-mortar retailers, the price of content can conceivably fluctuate almost instantly.
Some online services allow for this, such as Steam and the Apple store. What this allows is companies to dictate their own prices, forcing them to be more competitive. It also allows for bundle packages, short-term trials, and short-term sales. Moreover, there's no room for price fluctuation when it comes to console DLC, and that's a shame.
Do: Extend the quality of your multiplayer experience
You could make an argument that new maps should be available for free. This has been the standard practice among PC gamemakers for as far back as I care to remember. As a consumer, I'm more likely to purchase a product from a company that supports their games' online modes with free content.
However, these free updates tend to be much more sporadic then their retail counterparts. I also find nothing immoral about asking people for money to deepen their online experience. This might sound like a somewhat begrudging acceptance, but if paying a few extra dollars here and there allows developers to supply their communities with new and exciting content, I say it's a win for everyone involved.
Don't: Allow people to spend real money to get in-game currency
Allowing the consumer to purchase in-game currency or a leveling boost might sound somewhat harmless. Time is a significant factor for people when it comes to playing games. So, why not allow people, for a small fee, a respite from mindless grinding
You should instead ask, “Why are they making me mindlessly grind?” An uninspired repetitive game mechanic is just that, regardless if the gamemaker offers a reprieve at a small cost. A service such as this also inevitably leads you to ponder if the designers intentionally created such a mindlessly dull experience in the hopes that you'd ask for such a release.
Furthermore, most games that offer such services are contained within a persistent online world populated by other potential customers. Which inevitably leads to a “if he does it so, should I” mentality for the consumer in order to keep up.
Do: Make your voices heard!
Freeing ourselves from the confines of physical media for content has allowed for some varied and interesting propositions.
Developers have newfound avenues for experimentation. Players have the ability to replay or find older gems that once were only available to the collector or through emulation. Games once thought completed can be revitalized with additional content.
DLC has made so many things available.
However, some companies will become greedy. You can combat this, though. Sure, you can scream on message boards and sites such as this about the shadier practices of DLC. Hell, you could go even further and write a three-page article as some sort of nerd call to arms.
It does work.
Remember when Bethesda was not considered one of the golden children of DLC -- back when they thought horse armor was worth your money? Public outcry has turned a former greedy tyrant of the format into one of its shining beacons. Bethesda's even planning on releasing a game of the year addition of Fallout 3, with all of its previous expansions, for the same price as the original.
Your voices were heard.
More important, the best way to show a company that you don't approve of their product is to not purchase it. You think that Mega Man 9's Fake Man is complete crap? Don't buy it. If everyone follows this simple rule, then we all win.
