Why Nintendo isn't interested in paid DLC

By Fred Dutton Published 17 November, 2011

Reggie: Consumers deserve "the complete experience".

Nintendo hasn't jumped on the paid DLC bandwagon with its first party titles as it wants customers to feel they've paid for a "complete experience", according to NOA chief Reggie Fils-Aime.

Speaking in an interview with AOL's Games blog, Fils-Aime explained that it was open to offering additional content post-launch, but only when it makes sense to do so and not necessarily for a charge.

"We're interested in it to the extent that it makes sense to the consumer," he said.

"I've had this conversation with a number of our key developers, and their mentality is, 'Reggie, when we sell a game, we want the consumer to feel that they've had a complete experience.'

"Now, in addition, if we want to make other things available, great, and we'll look at that. But we're unwilling to sell a piece of a game upfront and, if you will, force a consumer to buy more later.

"That's what they don't want to do, and I completely agree. I think the consumer wants to get, for their money, a complete experience, and then we have opportunities to provide more on top of that."

Nintendo has offered DLC for many of its recent releases - additional puzzles for the Professor Layton games and new challenges in Mario Kart Wii, for example. However, these updates have all been free of charge.

As previously reported, a 3DS system update due next month adds the functionality for developers to sell DLC.

"In terms of what the next system update will allow, it will allow developers to sell add-on content, and whether that's for a physical game or a digitally released game," Fils Aime explained.

"In terms of how it will work, it's up to the developer whether they want to make it to buy new levels, new items - all of that is up to their imagination. Essentially, what we're doing is creating the framework for those transactions to happen."

Picture of Fred.

About Fred Dutton

Fred Dutton is Eurogamer's US news editor, based in Washington DC.

Read more articles from Fred by visiting the Fred Dutton archive page.

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Comments (67) Latest comment 6 months ago

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  • OneClassyBloke #1 6 months ago

    NO! Nintendo, you love money! You're supposed to embrace paid DLC! Stop being different from my negative perception of you.

  • wizlon #2 6 months ago

    I haven't played it yet, but I can say with confidence that I would pay for extra levels in Mario 3D Land.

  • oceanmotion #3 6 months ago

    If your console had a hard drive, perhaps a better online infrastructure I'm sure you would sing a different tune as would the publishers.

  • bad09 #4 6 months ago

    "we're unwilling to sell a piece of a game upfront and, if you will, force a consumer to buy more later"



    Sadly I don't think many in the industry agree these days Reggie

  • metalangel #5 6 months ago

    Right on! Now release more than three non-pony grooming soup-stirring games a year and I'll buy a Nintendo console again.

  • OpperMeneer #6 6 months ago

    I'm sure he would have a different opinion if they had the means necessary for releasing DLC :)
    Edited by OpperMeneer at 17/11/11 @ 17:57

  • Histeria #7 6 months ago

    "As previously reported, a 3DS system update due next month"

    November is this month.

  • evnewell #8 6 months ago

    Reggie's right. We want the complete experience up front. I just don't think he really means it. He's telling the market what it wants to hear, and in five years Nintendo will do what everyone else is doing now.

    Just like they always do.

  • Raiko101 #9 6 months ago

    When it comes to DLC I much prefer extra content for multiplayer games. Tracks for Mario Kart or maps for an FPS are forever welcome as they keep things fresh. In terms of single player content, however, it's a little more complicated. I much prefer having a story opened and closed within a single game. I don't mind episodic content, but if it's going to introduce new gameplay elements, i'd much rather a new game entirely.

  • Jay-ITFC #10 6 months ago

    Translation: "We won't do it, but were happy for others to do it on our platforms."

  • handsonhips101 #11 6 months ago

    I agree.

    Dirt 3 for example. 37 quid and half the cars and some tracks are an extra purchase, wtf?

    Battlefield 3, if you wernt lucky enough to get the limited edition, that costs the same as standard, you have to pay for the soon to be released maps. Again. Wtf.

  • JeroenZM #12 6 months ago

    Bravo! Bravo!

  • GamesConnoisseur #13 6 months ago

    Spot on, but in some games of yours, would be fantastic if you could add extra contents months later. For example an extra world to Super Mario Land 3D or extra dungeon to Skyward Sword. If these can be funded by initial purchases then lovely, if no actually requiring a little extra, then this is optional and those willing to pay will do so.

    Big difference between providing additional contents and with-holding for extra income and quite a fine line we know.

    Nintendo also doesn't do patches, well, I would give up my right hand if they could provide patch for a left handed play of the Skyward Sword!

  • PaulieWaulie #14 6 months ago

    Post deleted at 14:23:40 06-01-2012

  • Cjail #15 6 months ago

    Having DLC doesn't make a game incomplete.

  • Turrican_Freak #16 6 months ago

    Do you remember the 90s? Patches comprehensive of free content, user made maps, big mission packs sold in retail format... Oh how I miss those days. Nintendo isn't giving us this, but at least is selling a complete product.

  • Yeoung #17 6 months ago

    That's a really good standpoint on the matter, Reggie. I sure appreciate that you respect the consumer in such a way.

    So when's the 3DS XL releasing?

  • mcmothercruncher #18 6 months ago

    I agree too- it's a noble standpoint.

    Except a tiny corner of me thinks that they are perfectly happy selling us the same re-hashed I.P.s time and time and time and time and time again so...

  • Tiberius_Gracchus #19 6 months ago

    @oceanmotion Nail on head son!

  • ollyn #20 6 months ago

    Some DLC can feel like it maybe should have been in the original game but others, like Undead Nightmare, GTA Ballad of Gay Tony and Lost and Damned, Some of the Fallout expansions all felt like well rounded additions in their own right and were great experiences.

    Just sounds like Nintendo is making an excuse for their lack of DLC because DLC done right can add to a great game rather than make you think it should have been there all along.
    Edited by ollyn at 17/11/11 @ 18:54

  • alcides #21 6 months ago

    Nintendo is still trying to figure out what "the net" really is.

  • secombe #22 6 months ago

    Forza 4 is my current favourite, I bought the LE which took nearly an hour from putting the disc in and actually playing the damn thing (loads of unlock codes and even more downloading of day one content), it was like being a PC owner all over again.

    The worst bit? Due to pre-order 'bonuses' there are still a bunch of cars I can't access, even though I spent £80 on the bloody thing (LE + Season Pass), especially annoying given that one of the cars is the 1M...a car a lot of people really want to drive in the game.

  • layleeloo #23 6 months ago

    NINTENDO AS ALWAYS DO IT RIGHT. They have said all that needs to be said in the headline alone.

  • QuantumCat #24 6 months ago

    " it wants customers to feel they've paid for a "complete experience""

    The Circle Pad Pro says hello.

  • varsas #25 6 months ago

    @mcmothercruncher Yes that's why they developed animal crossing and pikmin.

  • bad09 #26 6 months ago

    @handsonhips101

    I recently installed dirt 3 and was quite amazed at the whoring in place on that game to, starting a single player race to find 4 cars, two of which were effectively "adverts" for DLC as you needed to buy them.

    Luckily I got Dirt 3 for free for a delay in a new PC so I don't feel dirty...won't be buying any further Codies racers though.

  • actionfitz #27 6 months ago

    "Reggie: Consumers deserve "the complete experience".

    Yeah, well, that and Your machine has no hardrive, a pisspoor online capability and you are the only ones making games for it....

  • Der_tolle_Emil #28 6 months ago

    It's nice from Nintendo to say that but sadly they are not the ones to decide. If they want to stay competitive they have to give publishers a chance to offer DLC - otherwise noone will release any games for the WiiU. Unless publishers still release for the WiiU but customers will feel that they got the exact opposite of the complete package when DLC comes out for the competitors' consoles.

    At least it sounds like Nintendo games will work as they did this generation. I have to say that the weekly approach of small additions for the games is working very well for me. The Layton cartridges were still on my nightstand even though I completed the games ages ago just to check out the new puzzles. It's DLC done right - most of the more ambitious DLC still feels lacklustre, even if they give me two to three hours of gameplay compared to the 5 minutes a new puzzle will provide. I'd take the small, weekly chunks for free over a much bigger and paid content any time.

  • Anslant #29 6 months ago

    MotionPlus, Reggie! Would a customer rather buy a game, then optionally buy extra levels for it, or buy a game then have to buy replacement hardware in order to get the expected functionality out of it?

  • Der_tolle_Emil #30 6 months ago

    @Anslant: You miss the point. EVERY game Nintendo released that needed additional hardware (N64 memory expansion, motion plus etc.) had the hardware bundled with the game. I have three N64 memory expansions at home because of this. Even optional hardware (DK Bongos, Wii Wheel) is included for free most of the time.

    Also I don't see how Motion+ is any different from Kinect or PSMove when it comes to optional hardware for a console. It has absolutely nothing to do with DLC, it doesn't even come close.

  • Donaldthescotishtwin #31 6 months ago

    But itsnt It better to expand the experience reg?

  • Nukemasta #32 6 months ago

    Why sell dlc when you can repackage the same game with extra features and sell it at full price?

  • bluetoothion #33 6 months ago

    I think he will re-evaluate his stance sometime in the future....what I hope for Nin is that they do it in as right as their principles claim to stand. Good and reasonably priced DLC to create competition wouldn't hurt.

    I never thought I would agree with DLC add-ons but come to think of it....it means they still work on favorite games we choose to buy and plus they won't be packaging something they worked little...to a full price, especially on consoles where differences are small and indifferent to this point of their life cycle.

  • smelly #34 6 months ago

    Typical internet.

    Someone in the industry says something which is good for consumers... Fanboys twist it to make it sound bad.

    Those of you who think DLC is "additional content" are deluding themselves. What developers are doing is making (say) 12 levels, then releasing 10 - and charging you for the extra 2... As opposed to just releasing all 12 in the full game.

    If you think that's a good deal, then you;re an idiot.

  • ballshock #35 6 months ago

    It's a shame how nintendo is making such a big loss, they actually care about consumers.

  • Ryze #36 6 months ago

    @secombe

    Exactly why the industry is shooting itself in the foot. YOU should have everything drip-fed to you for the next 6-12 months at no extra charge considering what you've paid (£80 for LE & season pass). You should be the valued, spoilt, full-price, 1st day customer. You're part of the game's early promotion, chart position and sales figures. The DLC aspect should be used only to encourage you not to sell the disc.

    I on the other hand, wont buy the game until the 'complete' edition appears next Aug-Oct, and even then I may wait until it's £15 or less at Zavvi / Shop.to.

    It shouldn't work this way round, but I'll very likely get all of your content and more - for £15 along with all of the patches that make things run better.

    Anyone who buys a discounted version, should have a tonne of extras to buy before they can fully enjoy the experience. The discounted, £15 casual version should be released after 2-3 months of the full-price launch, and should come WITHOUT many cars, tracks and DLC included. THIS is the version that should be filling up the pre-owned shelves. The cheap version that I can just pick up to try out the F4 experience before expanding it if / when I fall in love or get hooked.

    The industry needs to wake up to this shite, as they're going to gradually lose their high-spending customers, and crash themselves in the long run with this way of thinking.

  • Anslant #37 6 months ago

    @Der_tolle_Emil I know what you're saying, but doesn't it smart that MotionPlus really is just a better version of the controller you've already bought. It doesn't offer anything different, just more accurate - the kind of accuracy you'd expected in the first place, if we're honest.

    That isn't meant to be a defence of PS Move or Kinect, but they're easier technologies to opt out of. A better comparison might be Sony's Dualshock 3 replacing the original SixAxis.

    I don't have a problem with the bongos or wii wheel etc, as the wii didn't come with less sophisticated bongos or wheel in the first instance.

    You're right that Nintendo bundle hardware if it's needed by a game, but that makes sense doesn't it? It's the times when a game is developed to cope with both the upgraded system / controller as well as a normal system / controller.

    The memory expansion pack is brilliant example in fact. Perfect Dark, for instance? One third of the game missing if you play it without the memory expansion. That's practically the same as DLC these days - buying the game with the extra levels etc, then paying to unlock it.

    The point I was making isn't that optional hardware is the same as DLC but rather that the customer hasn't been given "complete experience" up front, as Nintendo are claiming to be doing here.

    Don't get me wrong, I'm a fan and supporter of all the consoles, so I'm not here trying to whip up some anti Nintendo nonsense. Each of the manufacturers play the same game with hardware and DLC (for Sony / Microsoft), and equally they all play the publicity game by claiming to be looking after the consumer more than the other console manufacturers do, but we do sort of expect better from Nintendo, given that they've been around for so long.

  • Der_tolle_Emil #38 6 months ago

    @Smelly: Those of you who think DLC is "additional content" are deluding themselves. What developers are doing is making (say) 12 levels, then releasing 10 - and charging you for the extra 2... As opposed to just releasing all 12 in the full game.

    That really depends on the developer / publisher. Most of the time development on DLC does indeed start even before the game is out because the designers have nothing left to do while coders are fixing the last bugs; However, that does not mean that content was cut at the last minute to be sold als DLC. It's a strategy that is chosen long before the game is even close to being done. The content was always supposed to be DLC even if development started before the game's release date. It's a bit naive to think that developers are ripping everone off just because they are working on DLC before the game is out - if they started working on it after the release everyone would be fine with it even though it's the exact same thing. It's content that was never ever supposed to be in the main game in the first place; Even if it's already on the disc, it wasn't meant to be in the game.

    Sadly there are also publishers with far more questionable DLC offerings. Capcom's skins should really be mentioned as they are selling things that we took for granted as unlockabled a few years back. But getting back to your example of making 12 levels and releasing just 10; That has been done long before DLC existed as well. The content was simply released as an expansion later on. Granted most of them were a lot meatier in content but the way additional content is handled nowawadys really isn't that different from what it has always been.

  • Vedfolner #39 6 months ago

    I really love how so many in here are bashing Nintendo for saying they have adopted the only sensible policy regarding DLC from a consumer point of view.
    Do you people need to flame them in order for you to rid yourselves of that giant sheep sign in your foreheads? I for one am deeply greatful that at least one company is getting this right. So rare these days. Thanks a million, Ninty.

  • Der_tolle_Emil #40 6 months ago

    @Anslant: Perfect Dark is not the best example because technically it wasn't working at all without the pak. Getting the campaign to run without the additional ram was technically impossible, it was not a decision by Nintendo/Rare to lock the content deliberately, it was a simple hardware limitation.

    Besides, most of the games that require Motion+ don't run at all without it. You don't need Motion+ to unlock new levels - it's a requirement to even get to the main menu. That's something very different compared to DLC.

    If you really want to compare hardware limitations than you should think of arcade sticks or racing wheels. The very few games that have optional Motion+ support (if they were even released without Motion+) just play slightly different. It's like playing Forza 4 with a wheel instead of a pad. It's more precise and more fun - but not a necessity to access certain tracks or cars. The same can be said about Street Fighter or Marvel vs Capcom. Both can be played with a pad but you are better off with an arcade stick (which by the way is four times as expensive as Motion+).

    So I really don't see why you want to compare Motion+ with DLC. DLC is a deliberate decision by the publisher to lock content if they are indeed that greedy while Motion+ or any other hardware is usually a tool to circumvent technical limitations. Two different things.

  • woodnotes #41 6 months ago

    Is this the same "complete experience" that requires you to buy multiple versions of Pokemon or Nintendogs to get the "complete experience"?

  • getittoomebaby #42 6 months ago

    This is from a company that delays a game indefinitely to fine a level.

    This from a company that rehashes more titles than any other publisher in the name of experiencing the glory of Nintendo for a new generation.

    This from a company that has more droughts in software on their consoles than anybody else.

    Hey Nintendo - just maybe a timely DLC might fix all that.

    Reggie shits me.

  • Der_tolle_Emil #43 6 months ago

    More Call of Duty titles have been released in the last 5 years than all of the Nintendo rehashes from the last 25 years combined.

  • Ryze #44 6 months ago

    @Der_tolle_Emil

    I believe that @Anslant may fell cheated by the technical limitations of the launch Wii hardware and especially its controller.

    I simply felt even more disappointed in the Wii after Motion+, and less willing to spend any money on purchasing the console at all.

    The Wii, after hardware specs were 'discovered' (frauds), and their REAL strategy (or lack of) became apparent - was one disappointment after the next for me.

    As usual - Nintendo saved the day with some STELLAR games, but they continue to have the same Achilles heel issues when it comes to seeing the world beyond Mario and Zelda. And Metroid. And Pokemon...
    Edited by Ryze at 18/11/11 @ 00:06

  • coolbritannia #45 6 months ago

    Given that Nintendo have released the same games multiple times (Mario Karts, Zelda's, Wii everything, they don't need dlc, they print new discs and charge £40 for it.

  • uzivatel #46 6 months ago

    @smelly Why would the company create those two levels in the first place? Back in the day, those two levels would be cut from the final build and you would never know...

  • ShiroBen #47 6 months ago

    It's things like this that push me further into the 'Nintendo really should just be making games' camp.

  • mushroomyakuza #48 6 months ago

    DLC, if done right, doesn't have to detract from a "complete" experience. Prime example - the Shadow Broker DLC for Mass Effect 2 was a genuine continuation of the story, and whilst lacking compared to SB, so was Arrival. Both took place after the fact of the Suicide Mission, which is the climax of ME2. Minera's Den with Bioshock 2 also applies this, as a separate entity from the story. That's how to do it.

    Assassin's Creed 2 on the other hand awkwardly held back segments from the game with the ridiculous excuse of the animus not being able to read it, and those events took place within the game's timeframe, therefore they intentionally extracted some of the game with the express purpose of charging us all to play it later as DLC. That's how NOT to do it.

    As for Reggie, I love the sentiment, but there's no way Nintendo aren't doing the exact same thing 5 years from now.

  • Beano #49 6 months ago

    I suddenly feel a lot of love for, Reggie. DLC is, in theory, a great concept, but it has proven to be a new way for publishers to rape consumers by stripping content from games and selling it shortly afterwards. Payed DLC should be 100% newly developed content and not something that was made along side the game. And no, I don't accept the but-the-added-content-was-a-part-of-the-planned-development-proces-and-would-never-have-been-developed-otherwise-yadda-yadda-yadda argument.

    Here's an idea: Release free (or very cheap) new content to motivate consumers not to sell their copies. Just like Criterion did with Burnout Paradise. Doesn't have to be big expansions like BP, but small stuff that will remind gamers of the game and make them play it again.


    /end_of_rant

  • Lee_Morris #50 6 months ago

    Erm didn't Level 5 offer the Layton game due to the fact that Nintendo Only PUBLISHED the game in Europe!?

  • Zomoniac #51 6 months ago

    @varsas Are you using Animal Crossing and Pikmin, a pair of games both over ten years old, to demonstrate that Nintendo is still creating new brands?

  • Dangerous_Dan #52 6 months ago

    If you buy something and you feel cheated afterwards you may be more careful next time. And that's that.

    Now why does every DLC have to be bad? A whole game can be DLC. How about calling it addon and releasing it online. So at the end the sour grapes here are about the money that these fellas make? or more precise they cheat the customer for more money with DLC?

    So let's say: Bastards, how dare they use the naive mass consumer and take advantage of their numbness! Greedy and mean!

    Which comes back to my top line.
    Maybe sometimes we try to be noble and protect our naive fellows from being taken advantage of. But sometimes... well in history the really bad things are done when people are absolutely convinced of doing the good thing for others.

  • DwarfyP #53 6 months ago

    Nintendo's key developers IS Nintendo.
    Of course they say that, they are the only ones making real money on their platform.
    Edited by DwarfyP at 18/11/11 @ 09:26

  • kinky_mong #54 6 months ago

    I can't believe I'm about to type this, but for once I agree with smelly. For every good example of DLC there's 20 money-grabbing, half-arsed, locked on the disc behind a key, bad examples and I'm getting sick of it to be honest.

    So three cheers for Nintendo for understanding that people actually want a full game when they hand over their initial payment.

  • IronCladChicken #55 6 months ago

    Wow! Nintendo suggest you should get more for less & the Sony/MS fanboys have taken that as a personal attack?

  • Okamiwolf #56 6 months ago

    Nintendo is much more happy making you pay a full $60 for the bi-yearly Mario Party, Mario Tennis and Mario Kart installment.

  • Spong #57 6 months ago

    DLC is the biggest bugbear I have with games today, I'm fucking sick of it. Not so much post-release DLC, more pre-order DLC. That shit is the fucking pits and is the sole reason I rarely buy a game on day one any more. I don't pre-order my games and it hacks me off to see games being clipped of content before its release to act as an 'incentive' to pre-order it. And it doesn't stop there. The content you get varies depending on who you pre-order with. It's fucking insane logic. Why would I want to pre-order when I know that, by doing so, I'm missing out on other content for not pre-ordering it from another retailer? And it follows that, in my case as someone who just goes out and buys a game when I want it, there's no incentive at all to buy a game on day one because I know I'm missing out on every last bit of this bonus material.

    I know, in the case of pre-order DLC, the 'extra' content offered is fairly marginal, but the intent is there and the dev/publisher is complicit in depriving people because they know full well we're not going to pre-order a game more than once.

    Going back to 'proper' post-release DLC, while I acknowledge there are some genuine devs out there who continue beavering away on a game to give us DLC that's genuinely additional, I still believe most of the larger names purposely trim content during the normal course of a game's development with an eye for holding it back. And it seems to be getting worse as we go along. For me, DLC is ruining this generation of gaming by turning the whole thing into a blatant money-making farce. I know devs are in it for the money, but treat me with respect and give me 100% of the product on day one. I'll part with the cash happily if that was the case.

    So, well said Reg, it's just a shame Sony & MS don't share your traditional views.

  • blarty #58 6 months ago

    @diddy1978 Oh it does.... Okay so for Nintendo it's 'continuing with franchises' and that's great... For other devs and platform holders it's 'churning out sequels' and that's bad....

  • blarty #59 6 months ago

    @smelly Oh dear.... You really don't understand development cycles do you. Okay given that it's Nintendo and not a tird party I can forgive you a little bit. When a game goes gold... Goes to manufacturing or even prior to that in platform and qa testing.... What do you think most of the programmers, at these horrible DLC based studios... are doing? They're making DLC.... They can't put it on the disc as the game itself is feature complete and will require a great deal of platform testing by the platform holder ( MS, Sony, etc )... Development is a parallel process... This 'But it should've already been on the disk mentality' is naive. I understand where Nintendo is coming from but it's viewpoint, like it's understanding of networki gaming, is also naive

  • TonyHarrison #60 6 months ago

    So many people who don't know that the Wii has supported patches and DLC for quite some time now. That should be proof if it was needed that they aren't just saying this because they couldn't offer it.

  • Zomeguy #61 6 months ago

    You Nintendo haters have some serious issues, just saying...

  • lemonfist #62 6 months ago

    Nintendo, despite all their failings with regards to online functionality, are at least right on this subject. Much like Valve with their own games like L4D or TF2, although it's a shame that they have been forced to make it paid DLC on Xbox.

    Knowing that there is free extra content for a game can make it a more attractive purchase for potential customers. I can't imagine that paying more, after you just bought the game, will have that effect. Paid DLC is basically only for the most devoted fans of a game, or for people who are smart enough to wait for a GOTY edition.

  • Marshall2008 #63 6 months ago

    Nintendo "we don't do DLC"........" Fair enough, they do complete games. Maybe they could try to do this with their hardware :D


    Nintendo "We do crap plastic add ons like motion plus and the 3DS joystick"

    whoops
    Edited by Marshall2008 at 18/11/11 @ 15:30

  • Lamb #64 6 months ago

    NIN-TEN-DO!
    NIN-TEN-DO!
    Its just supa-awesome! :D

    Although I have in the past felt compelled to buy many sequels Mario, Zelda, Metroid, Mario! :D

  • EndlessSolitude #65 6 months ago

    Free DLC & UGC > Complete Game > Paid DLC > Paid NDLC

    (UGC = User Generated Content
    NDLC = Non-Downloaded Content - such as the creatures in Skylander's Spyro.)

    That's my order of preference.

  • geox30 #66 6 months ago

    Anyone may have a different standard about value within a game.To me multiplayer is one.Nintendo does not offer it in most cases.It offers replaybillity though.Why should I mind for a new Super Mario every two years,if I can play it till the next one comes out and still have fun?With Mario Kart it's the same plus the multiplayer.

  • Madder-Max #67 6 months ago

    reggie sounds like a lovely down to earth guy doesn't he? Good old Reggie