Right, and I think we're really good at that in this game. And the other gag with that is we're not even talking about the biggest investment in this game - multi-player. We're going to see that in Germany. I think we've got a bitchin' single-player, but you know the mission for this team is always the multi-player is more important. That's their heritage, I expect them to deliver on it, and I'm also investing in that, because that's where everybody lives. Call of Duty you play for six hours, and then people play the rest of it for months.
And you also have to get them to buy the maps, because that's where their friends are playing. So of course our multi-player has that, but I was trained back in the day that you always have to bust one unique feature. Every game needs one unique feature. You didn't see it today, but you'll see it in the multi-player. That you're going to see in August.
No, it's because we want to keep them from trading it in and selling it used. That's more valuable to me. I'd rather have a guy playing my game for month than selling it back and selling it to the next guy for $55. That's the war we're in - that's really tough for us.
Yeah, yeah, yeah. We did that with UFC, but every game has a different story. With this one we're not going to lock out the multi-player to the used gamer, we're not. We're going to let them experience some of it but not all of it. And then he'll have to pay a nominal fee to get all the maps and all the stuff. That's not official, I'm saying that today, that's just what I'm thinking. We won't lock that down until January.
We have to show the used gamer that new is premium, because you get everything for free in there. We actually have some other programmes in the works that aren't as punitive as locking out the used guy, that are more positive. I think we're going to be able to announce that on a Fall product. If it works, it's the kind of idea that GameStop likes, we like, new gamers like, used gamers like it...
We may have come up with something, and I haven't announced it yet, that makes everybody happy. And that always makes me happy, because I don't want to be fighting retailers, I don't want to be fighting any of them. I'd rather come up with a system where everybody's making money and everyone's happy, and the guy who needs to buy used can buy and not feel like he's a criminal - like sometimes we want him to feel. Or that the guy who buys new gets the benefit.
We have this idea, and we're working on it now, and if it pans out it maybe a solution that works for everybody, and I would really like that. Because I don't like the constant strategising because there's still a flock of gamers out there who are caught in the middle of this.
Yeah, they don't see what I'm dealing with, and they don't see that... I'm not even allowed to say some of the stuff about that. What I will say, and it's really true, is that what I care about more than anything else are the people who play our videogames - and they buy them new and they buy them used. I have to worry about that and deal with it. There's nothing wrong with that, and I think we may have a plan. This is a difficult one for the whole industry, because we don't make money on used games, so that... you can imagine.
Yeah, we got in the middle of it recently, let me tell you...
Danny Bilson is THQ's executive vice president of Core Games. Interview by Alec Meer.