To some gamers, making a purchase is incredibly simple, merely a way for them to acquire a brand new gaming experience. But should more thought go into it?
In this article I will discuss your role as a consumer and what your purchases actually mean.
In my opinion, making a purchase is not as simple as handing over some money and receiving a product, making a purchase is also making a statement.
Allow me to explain.
If you buy a new game, you are directly funding the publisher of the game, the developer of the game and, to a degree, the store you are buying the game from. Making this purchase is telling these parties that they are doing a good job and they deserve to be rewarded for it.
For example, if I were to go on Steam and purchase the new Tomb Raider title, I would basically be saying these 3 things:
1. "Good job, Crystal Dynamics, I'm going to support you for all of your hard work during development"
2. "Hey Square Enix and Eidos, you guys are great publishers, keep doing what you're doing"
and finally
3. "Hey Valve, Steam made my purchase incredibly easy and I appreciate that, here's a small cut as a thank you"
Making a purchase is also making a vote, you are telling the receivers of your money that they are doing a good job and deserve to be supported for it. This is all well and good but what if they don't deserve it? Making a purchase can also cause companies to assume they should continue their current practices because they are clearly getting paid for it.
Need another example?
I log into Origin and purchase Dead Space 3, keeping in mind the business practices used in this title, this is what I would be saying.
1. "Visceral Games, I enjoyed the previous Dead Space games and I am going to reward you for this entry as well"
Hmm, that seems fine but what about the publisher?
2. "Hey EA, I noticed that you have imposed day 1 microtransactions upon your game that actually affect gameplay to a degree. I also noticed that you are charging £10 more than what I would normally pay for a new digital PC release. Keep it up, here's some money"
Yeah, not so great is it?
When making purchases, gamers need to know exactly where their money is going and what they are saying by giving it away.
You see a publisher being fair to the consumers? Support them.
You see a publisher making use of anti-consumer practices? Don't support them.
You see a game get a sequel that has had years of care and attention put into it in order to make it superior to the original? Support it.
You see a game rehashed year after year with no significant changes? Don't support it.
You vote with your wallet, it's as simple as that. If gamers simply throw their money at any title without some prior thought, bad practices within the industry will continue.
Now, you may be thinking to yourself;
"But Alex, I'm one person, why does my single purchase matter?"
Let's face it, we won't get anywhere if everybody thinks that. Every single consumer has a degree of power over this industry. If consumers all started thinking in a similar way and start voting with their wallets the industry would improve dramatically.
Bad publishers would notice that rehashed sequels didn't sell well and would be forced to innovate to survive. Companies that take content out of a game to sell as DLC would realize that their customer base doesn't want to put up with this practice.
Meanwhile, companies that frequently cater to their consumers in a positive way will notice that people are in support of their actions, they will continue to maintain a positive attitude because they are making money for it.
So, next time you're going to make a purchase, think about what you're saying when you make it. Think of how the developer and the publisher treat their consumer base before you reward them for their actions. If we all think in this manner, we can make a difference.
Oh, what's that? Do I hear another question?
"Alex, I want this game but the publisher is pushing bad business practices. What do I do?"
Well, the answer is really simple in a way, just don't buy it. But let's face it, it's harder than it seems sometimes.
I would personally suggest waiting, just waiting.
If a company eventually changes its ways and starts being pro-consumer, buy some of their older games that you missed out on. Show them that their change is a positive one and they should keep up the new attitude.
Alternatively, if you MUST have a game, wait for a sale. When purchasing during a sale, the companies obviously receive less money for your purchase. You would basically be saying "This is all your game is worth to me and I will not purchase anything for full price unless you get your act together".
There is the final option however, and that is to just completely refrain from buying a game from a more corrupt company, regardless of price or how much you want the game. It takes a strong willed gamer but in some ways it is the strongest way to make a statement. Personally, I'm boycotting several companies for bad business practices and simply haven't purchased their titles in several years, but that's just me.
Just remember, you have more influence than you think. Together we can improve this industry for the better.
I will be referring back to this concept in the future, take it to heart.
Thank you for reading.
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