Close
Are you sure? Are you sure you want to report this comment? I understand, report it. Cancel

Ubisoft wants to offer more value, not more DRM

Ubisoft wants to offer more value, not more DRM

Fri 23 Mar 2012 4:00pm GMT / 12:00pm EDT / 9:00am PDT
GamesOnlineSecurity

Ubisoft VP of Digital Chris Early is looking to add more services to its titles, so pirated games have less value

Ubisoft wants to add more value to its PC titles, so that it no longer needs to add its controversial 'always-on' DRM. Ubisoft vice president of digital Chris Early told Eurogamer that the company hopes to add more companion services like mobile and social hooks to keep users from pirating PC games.

"The question is, with enough on-going content development, content release, engagement at the community level, can we create that kind of MMO value system? I think we can. As the rest of the game industry continues to evolve, the more you hear more about cloud gaming, the more you hear about companion gaming, the less a pirated game should work in all of that environment. So, therefore the value of that pirated content becomes less," said Early.

"Will some people still pirate? Yeah, they will. Will the person who really wants that broad experience pirate? We hope not."

Some consumers have categorized Ubisoft's DRM practices as hostile, but the company is still working on finding the right balance between protecting itself and punishing legitimate users.

"Is it fair for someone to enjoy our content without us receiving some value for that? I think at the core of that is, no," said Early. "Otherwise, other than works of charity, there would be few games made. The balance, however, is, how do we do anything about that and not harm the person who is giving us value for that?"

"As we continue to keep our player at the center, we want to find ways that don't inconvenience that player who is paying for it," he said. "We've had a variety of degrees of success as we wind our way down that path. Our plan, our hope is we stay on the less intrusive, less cumbersome side of that path as we go on."

"That's been the delicate balance that the industry has walked over time. It continues to be one that we grapple with as an industry. How do we create content and receive good value for that, and at the same time, not inconvenience the player who has given us value there? I don't know that there is a perfect answer today."

7 Comments

Christopher Bowen
Editor in Chief

393 503 1.3
Bullshit. This is about adding value for Ubisoft via perpetual revenue streams that can't be broken without losing the experience. It's still the same user-hostile experience they've been known for.

Really, anyone who buys a Ubisoft PC game deserves what they get.

Posted:2 years ago

#1

Liam Farrell

66 13 0.2
someone from ubisoft said this? Has there been a mistake?

Posted:2 years ago

#2

Morville O'Driscoll
Games Blogger & Journalist

1,374 1,024 0.7
Tsk.

Sarcasm is all well and good, but people forget that

a) They've removed DRM from some of their games
b) The last Prince of Persia game had no DRM at all, and
c) the boxed retail of Rayman Origins also has no DRM. The Steam version merely has basic Steam DRM, too.

So, yeah, they've acted badly with their Anno 2070 DRM, but they are moving forwards.

Posted:2 years ago

#3

Dirk van Wijk
Student - Computer Science (Master)

28 13 0.5
Well, I guess they know they've screwed up in the past with their obtrusive DRM. They're spot on with what they're saying. Best way to counter piracy is giving extra value to a game that you won't get when pirating the game.
Now I just hope that those aren't just words for Ubisoft and that they'll actually act like that too.

Posted:2 years ago

#4

Phillip McCafferty
Studying Extended diploma in creative media production (Games Development)

2 0 0.0
I'm just happy to hear them say it. It can only be a step in the right direction.

Let's hope Far Cry 3 has a less user-hostile DRM system.

Posted:2 years ago

#5

Tom Pickard
Lead Environment Artist - Campaign Map

308 382 1.2
My personal opinion of DRM is that it should be either A. as unobtrusive for legal customers too the point they barely realise it's there. Or B. offers a service that players like such as Steam.

The second you limit which PC's you can use, how many installations, always online or the game won't run, you inconvinience players and feed piracy,

Ubisoft needed a kick up the backside to realise that giving players a service that benefited rather than punished important customers is vital to being in the PC industry... Piracy is bad and it costs money and the longer it goes un checked the more people will accept it as the norm, but ubisofts answer was too extreme and the wrong tool for the job, it was like using a sledgehammer to fix a leaking tap...

Posted:2 years ago

#6

Andrew Clayton
QA Weapons Tester

150 7 0.0
Any guesses as to how long it will be before these services require a monthly subscription?

Posted:2 years ago

#7

Login or register to post

Take part in the GamesIndustry community

Register now