Ubisoft, a leading video game developer known for Assassin’s Creed and the new Prince Of Persia, is pushing the boundaries and wallets of gamers with subscription services. However, as UbiSoft’s Director of Subscriptions, Philippe Tremblay, noted in a recent interview with GI.biz, there’s still a long way to go before video game subscriptions become the norm.
Rebranded as Ubisoft+ Premium, this is Ubisoft’s primary all-you-can-game subscription service. The service offers all new releases, including their latest, Prince of Persia: The Lost Crown, which is available to subscribers early this week on PC, Xbox, and Amazon Luna for $17.99. The company is also bringing Ubisoft+ Classics to PC. PlayStation users already had access to the Classics option, which costs $7.99 a month and includes back catalog titles like Rainbow Six: Siege and Far Cry 6. This was made possible by Sony’s own subscription service.
In-between all the money being thrown in the air, Tremblay believes that for subscription services to gain greater market share, players must become more comfortable with the idea of not owning their games. “One of the things we saw is that gamers are used to, a little bit like DVD, having and owning their games. That’s the consumer shift that needs to happen. They got comfortable not owning their CD collection or DVD collection. That’s a transformation that’s been a bit slower to happen [in games].,” Tremblay said. This shift in mindset might be challenging for some gamers, who cherish the physical aspect of video games and the sense of ownership it provides.
While Ubisoft and other publishers continue to release games on disc, the rise of digital sales has led to a significant change in the gaming landscape. “When [UbiSoft] look at how gamers engage with our different games, we see that our back catalogue is still very active and alive. So we saw an opportunity to offer these worlds to our consumers for a lower fee. And this is a response to the behavior that we saw from players.” Trembley stated. Despite this trend, many players still prefer to own their games, making the transition to a fully digital future a contentious issue.
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The preservation of video games is another concern UbiSoft must contend with gamers on as more titles go digital or rely on the internet, yet still demand a full-price for no physical disc. Trembley notes, “I still have two boxes of DVDs. I definitely understand the gamers perspective with that. But as people embrace that model, they will see that these games will exist, the service will continue, and you’ll be able to access them when you feel like. That’s reassuring.” When servers eventually go down, there’s a risk that these games will be lost to time, as evidenced by the criticism faced by Remedy Entertainment for releasing Alan Wake 2 as a $70 digital-only game.
It’s evident that gamers have strong opinions on the subject as the argument between physical and digital media gets more heated. Many were surprised to learn that the Xbox Series X would not have a Blu-ray drive when Microsoft’s plans for a slim version were leaked last year. Xbox CEO Phil Spencer subsequently hinted that these intentions might have altered, highlighting the continuous conflict between the two formats. Trembley brushes off the fear; “So you pay when you need it, as opposed to paying all the time [..] So it’s about feeling comfortable with not owning your game.“
Even though the company is still at the forefront of innovation with its tiered subscription services, UbiSoft admits that challenges remain, especially with regard to player acceptance and video game preservation. It’s critical to take into account player preferences as the industry develops, as many gamers still place a high value on the tangible components of video games and the experiences they offer.
Are you a collector of physical media like video games? What do you think about the subscription pay-wall future that UbiSoft and Trembley propose? Leave a comment below!
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