EA embraces Live Marketplace

By Tom Bramwell Published 5 October, 2006

Publisher offers downloads for sports games, explains strategy.

EA is making a concerted move into downloadable content delivery on Xbox Live Marketplace with the launch of several premium packages for Madden NFL 07 and NCAA 07, and says we're only going to see more of it from now on.

Vice president of online commerce Chip Lange told GameSpot that downloadable content was "a real creative opportunity that we're now starting to embrace".

EA's first releases include two downloadable stadiums for Madden, for 300 Microsoft points (GBP 2.55) each, along with video strategy guides aimed at teaching advanced techniques in both Madden and NCAA, priced at 160 points (GBP 1.36) per guide.

Lange says EA extensively analysed existing offerings on Marketplace to arrive at those price tags. "I can imagine it's probably one of the more thorough pieces of price analytics that have been done on the Marketplace today," he said. "We worked closely with Microsoft on it." He argues that the stadiums, which might seem expensive to some, will provide authentic experiences that fans of individual teams really want.

Going forward with Madden, EA's looking at new modes, uniforms, stadiums, strategy guides and "there's a bunch of other more out-of-the-box ideas that we're looking at" too - although Lange says they will continue to provide roster updates for free. He also raised the possibility of pay-to-play online tournaments.

In a separate interview with IGN, Lange also mentioned that the new Tiger Woods game would offer players a choice when it came to unlockable golf courses - either unlock them the hard way, in-game, or pay a small fee to grab them immediately.

And expect plenty more where all this is coming from, too - and on PlayStation 3 and Wii as well, providing they go that way. "If post-release content becomes a key component of those platforms' release strategies," said Lange, probably licking his lips, "there's no company in the world better to address it than EA."

Picture of Tom.

About Tom Bramwell

Tom is Operations director of Eurogamer Network and Editor-at-Large of Eurogamer.net. He joined the company in February 2000.

Read more articles from Tom by visiting the Tom Bramwell archive page.

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Comments (70) Latest comment 5 years ago

Comments threads automatically close after 30 days, but please feel free to continue chatting on the forum!

  • #1 5 years ago

    This news item will deliver nothing but pain.

  • Nillsens #2 5 years ago

    That's nice.

    Now offer me the Battlefield 2142 demo!

    Gah, missed first chance.
    Edited by 1 at 05/10/06 @ 13:44

  • gizmo #3 5 years ago

    300 points for a stadium?

    Stick it EA, seriously. And thats coming from someone with a sizeable disposable income.

  • itamae #4 5 years ago

    "a real creative opportunity that we're now starting to embrace" he said, rubbing his hands with glee.

  • ccfb #5 5 years ago

    "a real creative opportunity that we're now starting to embrace" = "a real cash cow we're only now starting to milk"

  • Blerk #6 5 years ago

    "If post-release content becomes a key component of those platforms' release strategies," said Lange, probably licking his lips

    lol!

  • Rambaldi #7 5 years ago

    "If post-release content becomes a key component of those platforms' release strategies," said Lange, probably licking his lips, "there's no company in the world better to address it than EA."

    i.e. If milking the motherfooking customer for every penny he's got is the strategy, we know exactly where you're coming from brother :)

  • Beano #8 5 years ago

    So basicly holding back content from the over-priced game disc and then charge for it on Marketplace... niiice one!

  • Les #9 5 years ago

    I'm all against downloadable content, especially if it means you get less on your disk than before (but still paying the full price) and have to pay extra for the missing bits. It's a very nice extension of the revenue models of the publishers but for gamers it just sucks. I hope EG will be sharp on this kind of scams in their reviews.

  • Phattso #10 5 years ago

    I like the way they're effectively selling cheat codes, too, with the ability to 'unlock' courses by handing over some cash. Wonder how that would have gone down with Doom back in the day? IDKFA... "Please insert 50p to activate cheat." ;-)

    Although I was initially quite shocked at the selling of video tutorials, it's possible to equate them to buying a Strategy Guide in the shops or whatever so that wasn't as offensive as it first appeared.

    Still a massive piss-take overall, though, and I really hope it doesn't take off to any great extent.

  • Darren #11 5 years ago

    Nice that the moronic EA are selling NCAA 07 strategy guides in this country when we can't buy the freakin' game nor is it region-free if we wanted to import it. Surely those videos have to be the most pointless Marketplace content EVER for us Europeans? EA are idiots! LOL

    And how come there are three Saints Row strategy guides available for FREE whereas EA feel the need to charged £1.20 each for theirs?

    Charging for videos which should be free since they're mostly promotional tools to help sell the game is just too cheeky. Didn't these things used to be included free with the games at one time in the form of tutorials?

    EA are just plain greedy; it's bad enough that we get charged £50 for Xbox 360 games that have less content than the £40 Xbox versions but this is just too much. I can see them charging 800 points per league for FIFA 07 in order to add back the 21 missing leagues that are already in the last-gen versions at £10 less.

    And £2.40 for a single stadium???

    No thanks...

  • TheMoonRat #12 5 years ago

    You have to pay for tutorials now then? Great

  • Darren #13 5 years ago

    Someone correct me if I'm wrong but didn't EA initially release a pack containing three maps for LOTR: Batlle For Middle-earth II a while back for an outrageous 800 points? I only ask because when I checked the other day I noticed it had to dropped to a more reasonable 350 points? It they have lowered the price then it's not difficult to imagine why, i.e. it wasn't selling at 800 points and understandably so.

  • AL7AIR #14 5 years ago

    @ Darren
    During TGS/X06 the price for the first map pack dropped to 0.

    But still: Paying for a tutorial that belongs in the game's training section is a rip off.
    Next step: Buy the game disc and download the startup files from the marketplace :p

  • ChromeMud #15 5 years ago

    The fact is,business minds have worked out that many sad saps will pay for extra
    content that offers no real added value.
    It's quite simple really.
    You buy the game for the content that is on the disk.
    Otherwise don't buy it.

  • asphaltcowboy #16 5 years ago

    Who knows, maybe EA will have a stroke, and then do the "right thing" aka, release a decent version of all their sports titles and charge a small fee for the update teams/stats each year rather than releasing it as a full-blown title!

  • alimokrane #17 5 years ago

    So a stadium is a creative piece of download ? Pffffff
    Edited by 2 at 05/10/06 @ 14:28

  • Eighthours #18 5 years ago

    The only surprising thing is that EA have taken so long to cotton on to this. It's no surprise at all that they're going to seek to utilise the service as cynically as humanly possible.

    I thought that Microsoft originally only planned for "extra content" not developed before a game is actually released to be eligible for paid-for downloads on Marketplace? Mainly to stop this kind of thing happening...

  • Steroyd #19 5 years ago

    He argues that the stadiums, which might seem expensive to some, will provide authentic experiences that fans of individual teams really want.

    in other words we're going to pay for the official liscence for EA.

    I'd expect Konami's Pro Evo to do this because they've got to work around the liscence possibly costing more in the process EA could do this from day one.

  • kangarootoo #20 5 years ago

    @Phattso

    "Although I was initially quite shocked at the selling of video tutorials, it's possible to equate them to buying a Strategy Guide in the shops or whatever so that wasn't as offensive as it first appeared. "

    I think it depends entirely on the nature of the content. A strategy guide usually contains extra hint and tips, whereas I see a tutorial as being something that teaches the player how to control the game. Charging extra for a tutorial is appalling.

    But like always, we are in the seat of power. If companies abuse downloadable content we can simply choose not to buy it.

    I never get angry at downloads costing a lot, I simply avoid paying for them.

  • towser #21 5 years ago

    why do I have the image of the energizer bunny in my head...

    EA keeps going and going and going....

  • gizmo #22 5 years ago

    Don't forget this is EA too, so not only do we have yearly 'updates', but also we have to buy Wembley every year with a micro-transaction.

    This really could be the straw to break the camels back as far as me and console gaming go. My purchases have already slowed down. This would see them dry up completely. I simply don't wish to buy stripped down games.

  • haowan #23 5 years ago

    'Embraces' is not the word I would use.

  • Zomoniac #24 5 years ago

    Quite. "EA abuses Live Marketplace" would be more appropriate.

  • Furbs #25 5 years ago

    Absolutely shocking, and thats as someone who will usually play that counterpoint to the anti-EA bullshit. As I've said elsewhere, choice is good, but there comes a point where its pisstaking. Especially with the nature of EA's "manuals" (lol) meaning these guides would probably be almost essential.

    However, if it was a case of "you can pay to unlock it, or do it the hard way" I'd have no issue with that (so long as it wasnt made impossibly difficult). I absolutely hate getting a new multiplayer game when I have people coming round at the weekend and only having a small selection of tracks/teams/outfits/cars to choose from.

  • trevd72 #26 5 years ago

    I think this type of thing basically spells the end of gaming as we know it and it will lead to a more expensive hobby, and a one where you do feel shafted and pissed on.

    instead of EA using the things to to end the cycle of updates it will be used to sell half the game now, pay for the rest later and at a cost that is disproportionate to the cost of the DVD. This will not be used in the interest of the gamer, me, you - you know the customer. Alas there are morons out there who will pay for these things and will justify on the balance sheet the strategy that is to be used. If we had teh collectived will we can beat this before it starts but that going to happen.

    The end is looming, bring on the revolution and the indy publishers in it for the gamer and not the shareholder.

  • matrim83 #27 5 years ago

    I agree with pretty much everyone here. Selling extra content is not bad just as long as its really extra and not cut out from the original game just to make a quick buck.

    MS need to stamp down on this. Fast.

    It is abusing live.

  • skillian #28 5 years ago

    However, if it was a case of "you can pay to unlock it, or do it the hard way" I'd have no issue with that (so long as it wasnt made impossibly difficult). I absolutely hate getting a new multiplayer game when I have people coming round at the weekend and only having a small selection of tracks/teams/outfits/cars to choose from.

    You used to be able to do "up, down, up, down, A, B, B, A" to solve that...

    edit: Why would MS stamp down on this sort of thing? It's one of the biggest success stories of XBL.
    Edited by 1 at 05/10/06 @ 15:43

  • deepmenace #29 5 years ago

    its a rude thing to do but get used to it.

    if this was FIFA 07 and you could buy Highbury you'd have legions of Gunner fans brandishing their wallets at Live.

    this WILL make them money. they WILL continue to do it.

  • ronuds #30 5 years ago

    I haven't bought an EA game since they decided not to make games for the Dreamcast and I'll continue not buying them. It's too bad nobody else does the same. I'm not giving EA one penny of my hard-earned money and I won't until they use their vast resources for something other than scamming us gamers.

  • Whizzo #31 5 years ago

    Maybe a decent frame rate will be DLC for NFS:C.

  • Zomoniac #32 5 years ago

    Why would MS stamp down on this sort of thing? It's one of the biggest success stories of XBL

    When the hardcore start flocking away this 'success' may change. MS have so far with 360 managed to create a great sense of doing everything 'for the gamer', listening to feedback, incorporating requests in their updates, extending warranties and what not, and putting service very much at the top of their list. When third parties start giving their machine a bad reputation as some sort of rip-off box they're not going to like that. You don't see them doing this with their games. Yes, PDZ, Kameo and PGR3 have all had premium DLC, but the difference, and it's a *big* difference, is that all that content was developed after the games came out. They didn't pull maps out of PDZ to release them later at a cost.

    If they want to keep this view towards them of great service and putting the interests of the gamer near the top of their priority list, then they do need to stop this sort of insanity. If they can say "no games on our system without 720p and DD5.1" then they can say "no games on our system with held back content or insufficient manuals". They give out the licenses, so in a sense they have some sort of responsibility to see who is and isn't abusing their system when they give out said licenses.

  • skillian #33 5 years ago

    the difference, and it's a *big* difference, is that all that content was developed after the games came out. They didn't pull maps out of PDZ to release them later at a cost.

    But how do you know that? Indeed, if they knew they would release DLable content somewhere down the line, it's quite likely that work on these maps would have already started.

    That's the trouble with games, there's no set amount of enemies, maps, weapons etc. that is the accepted standard. Any game could "hold back" content and we'd never know, unless there was a gaping hole in the original game to start with.

  • Darren #34 5 years ago

    I don't see those EA videos as strategy guides at all, they're tutorials and should either be free or included in the game like they used to be.

    If I buy a strategy guide book then I can refer to it when I need to while I'm playing the game but with the video it's something I'd have to watch BEFORE playing the game or AFTER; it's not like I can actually use them while I'm playing.

    And if THQ can put Saints Row strategy guides on the Marketplace for free then I'm quite sure EA can.

  • Xerx3s #35 5 years ago

    EA embraces Live Marketplace

    Yes, by releasing gamer pics of every player of every team of every sport in their franchises a 80 MSP a pop. Or releasing walk through video's that others released for free for money.

    The day that MS allowed EA on XBL was a black day indeed.

  • Eighthours #36 5 years ago

    Maybe a decent frame rate will be DLC for NFS:C.

    Even Xbox Live Marketplace cannot produce such miracles. ;)

  • skillian #37 5 years ago

    Indeed it was. It's also given EA a chance to cement their position as market leaders, and if these transactions are a success (which I'm 90% sure they will be), they will be the innovators that all other studios will imitate.

    edit: I also think MS's idea to use Microsft Points instead of real pounds and pence was a genius idea. It makes the customer less able to judge value, in the same way you always seem to spend more in foreign currency on holiday.
    Edited by 1 at 05/10/06 @ 16:16

  • Normski #38 5 years ago

    "Why would MS stamp down on this sort of thing? It's one of the biggest success stories of XBL"

    Well technically Microsoft did it way earlier - the first "downloadable" content for PGR2 on Xbox Live was a Premium Download that unlocked content that was already on the disk, that you had already paid for.

    I think the practice is reprehensible too, especially for stadia which should already be in the boxed product, but I don't think EA is the only publisher (look at the horse-armour situation with Take 2 or the cost of the GR packs) to indulge themselves with the benefits of the new distribution model.

  • thehat #39 5 years ago

    Any publisher with content that will sell will be doing this asap. AND IT SUCKS.

  • skillian #40 5 years ago

    Any developer/producer trying to make money would be mad not to use the system to be honest. It is a fantastic money making opportunity, whatever your game. Even if no-one buys your little add-on, you never really lose any money.

  • AcidSnake #41 5 years ago

    @ronuds
    I've never bought an EA game...
    But just because nothing they make inspires me...
    However I do see them responsable for destroying good part of the fun of Burnout...

    Plus that creepy 'challenge everything' kid should be thrown from some bridge for those exorcist impressions

    This is a very disturbing move, however as remarked above it will sell....

  • playgen #42 5 years ago

    I knew that having consoles online would bring a load of bad stuff with it. Games being released unfinished, but you can download a patch soon to fix it!. And all the content they could put in the game, they will just sell you seperatly now. If things carry on like this i will just give up on modern gaming and play all my classic consoles instead.

    Additional downloads are fine, if they appear a good while after the game has been released, but when its avliable to buy the same time the game is released, thats just rubbish. Downloads should be cheap, if not free, it would encourage gamers to stick with that game series.

  • Stickman #43 5 years ago

    Try fixing all the cock headed ommisions and bugs in Madden before you give me content that's been free in all other versions you donkey raping shiteaters.

  • gaselite #44 5 years ago

    Great bit of business here. I really admire EA.

  • BartonFink #45 5 years ago

    Oh good god no ... throw EA into it and we is t3h doomed. We will be spammed to death with content and half finished games. Oh dear not good.

  • trevd72 #46 5 years ago

    i bet there was a memo title.

    Leverage. - Ideas on Extracting maximum revenue using XBL.

    then they sat around coming up with all kinda ideas to fuk us over.

  • BartonFink #47 5 years ago

    Yea but as the fella says let your wallet do the talking.

  • BartonFink #48 5 years ago

    I can honestly see EA putting demos up there at a small charge.

  • ronuds #49 5 years ago

    @ AcidSnake

    At least there are 2 of us not contributing to EA's pockets.

    You're right about their games being uninspiring. Name one game they publish that's any different or better than anything else on the market? I'll give you Fight Night, but there really aren't any other boxing games to compare it to. All of their other "me too" games are more of what I've already played, except implemented worse.

  • Zomoniac #50 5 years ago

    What's annoying is they used to make great games. Robocod was ace, Desert and Jungle Strike were brilliant, and the first FIFA game, FIFA International Soccer, was absolutely miles ahead of anything else at the time.

  • ronuds #51 5 years ago

    No doubt they "used" to make great games, but once other companies started challenging them by using creativity, EA was left in the dust. Their motto now seems to be quantity over quality. Spend as little as possible on the creation of each game, but make as many games as possible. And, because they're "EA" that strategy works. They built their name over the years with quality products and now they're content to sit on that name and release rubbish.

  • Stickman #52 5 years ago

    Now, come on. Whine at EA for this downloadable crap, but don't talk rubbish about them not making decent games. That's one overloaded bandwagon.

  • Furbs #53 5 years ago

    Yeah you dont see the underdog like little Take 2 charging for a replay editor do you? Oh wait.

  • Les #54 5 years ago

    "Yeah you dont see the underdog like little Take 2 charging for a replay editor do you? Oh wait."

    Guess all this is just one of the caveats of online next-gen gaming. But like many people said, don't buy the sh*t and it's bound to disappear. But with people paying up to 19 euro for a cheap piece of plasic to put on their console or shelling out god knows how much points (or was it score) for horse armour, my hopes aren't high... :(

  • Nige #55 5 years ago

    Robocod? Please... I don't think it was an 'EA' title as such anyway... they just published it, for Empire I believe?

    EA was once run by people who were proud that they offered better value and product than their competitors. Now it's run by fat rich w*nkers who award themselves millions of dollars just for waking up in the morning and deciding to sack a few people.

    Still - while the 'core demographic' (or ill-informed chav) continues to buy the crap they continually excrete onto the market, then it will continue.

    EA is a poor excuse for a company that doesn't give a toss about innovation, its customers, or its staff. These 'values' are not contrary to good business. You can delight your customers AND Make money IF you give a sh!t.

    "EA Sports, it (ought to be) in the game"

  • Donkeh #56 5 years ago

    To pay more for stuff that used to be in a game only a year ago really grates me :(

    But if you guys wanna here the best one, and you've all probably read it already, is Polyphony Digitals approach to "micro transactions". If you haven't, Gran Turismo HD is reportadly going to cost £450 if you want ALL of the cars and ALL of the tracks that they used to have in the last version.

    So did EA start this naff trend? Or in this case did they follow?

    [link url=http://www.totalvideogames.com/n ews/Gran_Turismo_HD_To_Cost_450_10660_4280_0.htm
    ]http://ww w.totalvideogames.com/news/Gran...[/link]

    Sorry about the big link btw.

    Enjoy reading.


  • Rodster #57 5 years ago

    Coming to the PS3 as well. :-(

  • The-Bodybuilder #58 5 years ago

    "EA want MONEY MONEY MONEY. They'll grab you by the ankles, turn you upside down, and shake you till every penny drops".

  • The-Bodybuilder #59 5 years ago

    >"if this was FIFA 07 and you could buy Highbury you'd have legions of Gunner fans brandishing their wallets at Live."

    Highbury?
    As a gunners fan, i see this as BOLLOCKS. I WOULD NOT pay for a stadium. What next? Are we gonna have to start paying with MS points, to transfer players?

    Even abromovich would agree this is a piss take.

  • Steroyd #60 5 years ago

    In PD's defence GTHD is not a proper game where you aim to achieve 100% by winning races with certain cars.

    It's more like paying for a character in a MMO.

    I rate EA worse because the GTHD disc is going to be a couple of quid (tenner worst case scenario) while EA will charge you £50 for a game that's lacking stuff the current gen versions of the exact same game will have.

  • The-Bodybuilder #61 5 years ago

    "Throw EA down the well,
    so online gaming can be free.
    You must grab them by the horns,
    then we have a LAN party".

  • viperfoxbat #62 5 years ago

    I guess the good thing is there is no gun to my head. This is good for games that you tend to play more then anything else. Some people buy consoles just for a few games.

  • bauhaus #63 5 years ago

    "EA embraces new revenue stream"

    Well I`m thrilled

  • The-Bodybuilder #64 5 years ago

    >"I guess the good thing is there is no gun to my head."

    Not yet. And knowing EA, they'll probably get you to buy the gun, buy the bullets, and pay the EA enforcer to point it to your head.

    All through xbox LIVE of course.

  • FooAtari #65 5 years ago

    Each day I get a little closer to selling my 360 and forgetting about this generation altogether....

  • chupachups #66 5 years ago

    "The fact is,business minds have worked out that many sad saps will pay for extra
    content that offers no real added value."

    ...and as the cost of distributing and creating these downloads is close to nil, the prices are almost pure profit.

    It would only take a hardcore of download object collectors (sort of like people who collect football stickers) to make as much profit as a mainstream hit game.

  • earobus #67 5 years ago

    The 360 version of FIFA 07 has only the top leagues from each nation, ps2 and xbox have them all down to the lower leagues, will ea try to charge for the rest on marketplace? Whatever they do i will not buy any DLC from EA that should be in the game to start with, imagine buying old trafford or anfield, you may aswell just send them money out of your pocket each month because thats how much satisfaction you will get from them, total this up with a £50 game before you know it you will be paying £70

  • jellyhead #68 5 years ago

    donkey raping shiteaters
    You would happen to know a guy called Andy Wood, do you stickman?
    He worked with me and that was our name for idiot users. :)
    Edited by 2 at 06/10/06 @ 11:48

  • monkey_man #69 5 years ago

    Oh please please please do online EA Hockey and Road Rash (the original and bestests, and maybe RR2)!!!!!

    !!!




    !1

  • Tiger_Walts #70 5 years ago

    300 points for stadiums makes the GRAW content look cheap.

  • SomaticSense #71 5 years ago

    So EA are trying to get around the shitty excuse for an instruction manual for Madden '07 which was approx 1mm thick for what is a complicated sports game by charging for content that should have been in there anyway? Fucking robbing bastards. Passing strategy video? You mean press the corresponding button for the bloke you want to pass to? 160 points for that? Fuck off EA, I've just told everyone that for free.

    "Lange says EA extensively analysed existing offerings on Marketplace to arrive at those price tags. "I can imagine it's probably one of the more thorough pieces of price analytics that have been done on the Marketplace today," he said."

    Yeah right. What he actually means is he 'analysed' existing prices for content on the marketplace, and decided to mark it up much more by comparison. 150 points for horse's armour was a joke, 300 points for a couple of stadiums is just outright taking the piss.