Special Edition
Expensive versions of games are growing common, but consumers are growing wary of them.
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Downward pressure on game prices is a common theme in industry discussions. The situation is fairly clear - with retail price wars further fuelled by the entry of supermarkets and mass-market online retailers, not to mention the continued growth of the second-hand market, games now find their price tags being assaulted on a new front, as consumers find entertainment value in cheaper products on new platforms like Xbox Live Arcade, PSN, Facebook and iPhone.
Retail price wars will eventually yield winners and losers, and prices will rise again; the collapse in consumers' perception of the value of interactive entertainment, however, will take much longer to repair.
There is one bright light, however, in what's overall a somewhat gloomy picture (for publishers, at least - for consumers it's obviously fantastic, and for clever developers it's arguably a golden opportunity) regarding game prices. That bright light is special editions of games - a field which many publishers were slow to exploit, but which has gradually become a key part of the release strategy for any major title.
Special editions are, quite simply, a way to get customers who would be willing to pay over the odds for your game to do exactly that. Many games have a vocal and dedicated group of core fans who have followed the development of the title for months, if not years - many of whom may be people who enjoyed the developer's previous games, or previous games in the same franchise.
These people are, of course, a minority of those who will end up buying the game, but have always been considered valuable due to their contribution to word of mouth marketing. Now, publishers are realising that they can also make a significant financial contribution to the success of a game.
Consider BioShock 2, which turns up on store shelves next Tuesday. Most gamers, of course, will buy a simple copy of the game in a DVD style case - but for the select few, the game they'll be picking up (either from the store or from a delivery man) will come in a huge box, replete with a hardback book filled with concept art, a soundtrack CD, a set of lithographs and even a vinyl record of the first game's music.
The fact that only a tiny percentage of those people will own the equipment necessary to play that record is amusing, but irrelevant - it's collectable, and the game's fans are willing to pay extra money to own something unique which is related to their passion.
This is not a revelation which originates in videogames, of course. For years, movie and music companies have produced expensive special editions to capitalise on the willingness of dedicated fans to pay more for something more "special". This has reached new heights as bands have broken away from the traditional record labels which had previously supported them, with major acts such as Radiohead and Nine Inch Nails effectively betting that they can rely on their fans for support rather than needing the financial muscle of a label.
The independently launched albums which Nine Inch Nails released over the last few years, for example, came in multiple different forms - from digital downloads for a few pounds (vastly cheaper than the usual price of a CD) through to hugely expensive and elaborate special editions, produced in extremely limited numbers and signed by the band members.
Perhaps unsurprisingly, those extremely limited editions sold out rapidly - each one netting easily as much revenue for the group as 100 sales of the digital download version would.
Thus far, few games have gone quite that far - with a few notable exceptions, even the most elaborate special editions aren't even twice as expensive as the normal game. Although special editions have become normal within the industry, they are still approached somewhat tentatively by many publishers.
Afraid to commit to the idea - perhaps with images of unsold stock of baubles and artbooks piling up in warehouses preying on their minds - publishers tend to opt for the safest option, namely a soundtrack CD, a tin case, and perhaps an artbook, coupled with an extra tenner or two on the price.
If anything, this over-cautious approach is actually holding back the true potential of game special editions. Many games, after all, benefit from a stupendously devoted fan-base - often rivalling those of films or bands in their fervour. There is no doubt that certain games, from established franchises or hugely respected developers with cult followings, could easily sell genuinely limited, high quality editions for hundreds of dollars - a potential revenue stream of millions of dollars which is otherwise being left on the table.
Of course, when your game is grossing hundreds of millions already, as in the case of the industry's top sellers, that's arguably not very important. However, the reality is that it's games on the fringes which can benefit most from the culture of special editions - games whose sales may not be enormous, but whose enormous appeal to a small core of dedicated fans turns them into cult hits.
These games could see a significant upturn in the revenue they generate by releasing expensive, high-quality special editions. In the case of certain niche games, it could even make the difference between breaking even and flopping.
Unfortunately, as appealing as this possibility may be, the present fad for special editions of almost every major game on the market could actually be poisoning the well, at least to some extent. All too many games today are graced with hugely disappointing "special editions" - cheap, poorly made plastic models and flimsy, badly printed artbooks are the order of the day for some publishers, which naturally serves to make consumers wary of further special edition purchases.
A consumer confronted with Bayonetta's dreadful gun model or the spectacularly awful special edition for Batman: Arkham Asylum - both fantastic games with dedicated fan-bases who are perfect targets for good special edition boxes - is a consumer unlikely to pay over the odds for another special edition in future.
Handled correctly and applied to the right games, special editions can make more money for the publisher and developer while simultaneously delighting your most devoted fans - a win-win situation. To achieve this, however, publishers will need to get genuinely creative - involving the development team in the process of designing the special edition, and crafting something that's worthwhile, in keeping with the tone of the game, and which fans will genuinely be proud to own.
One can only hope that publishers will recognise the value of doing this before consumers become completely sick of cheap plastic models and the special edition fad ends entirely - another golden egg laying goose casually led into the slaughterhouse.
For more views on the industry and to keep up to date with news relevant to the games business, read our sister website GamesIndustry.biz, where you can read this weekly editorial column as soon as it is posted.
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Comments (61) Latest comment 2 years ago
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Holy shit yes, would!
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Instead of paying more my goal is paying you less, these days you're very lucky to get 30 notes out of me. But then maybe I'm just a tight git.
Saying that if I like a movie character I might pick up a model (got wicked Mcfarlane AvP/Matrix setups I've had for years!). So I guess it's all about how passionate you are about it.
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The Forza Motorsport 3 Special Edition was good though. Nice keyring, memory stick, faux velvet interior to the box and lots of special cars that are being gifted to me to this day.
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I guess they appeal to some folks though like Psychotext and his MW2 night vision goggles.
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True, that's what I think is just as despicable as the pre-order exclusive in-game items. A cloth map, amulet or extra lore book is all fine by me but once developers start changing the game experience itself (right from day one and even before if you take pre-order goodies into account) they lost me out.
I think people accept this a lot more for movies because you've got a certain staged release pattern there: theatre release, DVD edition and then after that the special editions and what not. In the hype-driven business of games there doesn't seem to be any room for such an approach.
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exactly. That's my fear; that this will change from being a market for the fat kid on youtube waggling a commemorative Marcus 'n' Dom chainsaw gun to being something that'll give me genuine commercial angst.
gah.
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That Bioshock 2 special sounds ace though, especially the vinyl.
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All the extraneous bullshit you're charging an extra arm and a leg for, no thanks.
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/strokes ACII Black Edition.
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If they were actually "limited" with only a small number to be sold and not just mass produced then maybe i might consider buying them as then they might be worth something in the future, currently most limited/collector/special editions are in essence worthless crap designed to squeeze even more money out of the consumer.
Prime example being the MW2 Prestige edition, NVGs that are in fact LEDs, nice.
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On the other hand, dev's gotta eat.
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What I don't like are "special editions" that have in game unlocks such as incredibly imbalanced special weapons, items or henchmen (looking at you Godfather II) or "gold weapons" for multiplayer. There is nothing uglier on this earth than a gold Ak 47. In other instances like Mass Effect II and Assassin's Creed 2, the lack of content you'd get from NOT buying the special edition (like extra missions) is worrying me. I get that they are trying to keep places like Gamestop to profit off pre-owned games but what happens in 5-10 years when you wanna replay that classic game but can't access half the content because you don't have a code for it?
The new Splinter Cell game has an ENTIRE GAMEMODE cut from the regular edition... What's up with that??
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I think this is a good way for the industry to develop : 90 % of the games will be standard editions and distributed digitally, 10 % will be special editions and thus boxed. And I would be quite happy with it... as long as there is a substantial difference between the two versions (anyone remembers the joke the boxed copy of HL2 was...).
Besides, when offering a game as a gift (christmas, birthday,...), a special edition is ace ! Way more ace that a download code anyway
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The crucial bit is, it's clear to those who don't have it what they're missing, and when the inevitable Forza 4 comes along, a whole lot of people will see the benefit in buying the more expensive version (myself included), many have already gone one step further and traded in their standard version and upgraded.
On a similar note, they've also locked a whole lot of content into the original purchaser of the game, a clever way of limiting second-hand sales.
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On the other hand, I got a really nice mousepad with Guild Wars Factions, which I am still using right now. I also use the keyring and USB stick from the Forza 3 CE.
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I bought the Halo 3 Legendary Edition, and I still don't regret it. Game was fantastic, had some really good 'special features', and being a huge nerd I love my Master Chief head sat on my bookshelf. On the other hand, the Fable II set was quite disappointing, so it's swings and roundabouts.
In a "spesh dish", I like to see artwork, exclusive in-game content, behind-the-scenes stuff, and ideally a tin box. I love tin boxes, me.
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Most of the recent attempts by companies have been insulting to customers. A temporary tattoo for example, oh dear.
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For me, the perfect special edition is a game that comes in a nice steelbook case with a bonus DVD or music CD, preferably for the same price (if you shop around) or just a few quid more than the standard version. That's all I want. At least those don't take up any more space than a normal game so you don't have to rethink where you're going to keep the non-game contents.
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I almost want to buy Anno 1404 for the box and compass alone.
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I wouldn't waste a penny on them ,but I'm glad to own a Bioshock Big Daddy model and Bayonetta's Scarborough Fair pistol.
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Resident Evil's tiny little Chris Redfield ended up in the bin in disgust, he looked horrendous.
It's not nearly as much of a risk if you put some work into the quality!
Wish Halo
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Not if you actually bought it when it was half price it didn't
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Fallout 3 and GTAIV were good for the extras, the bobble head and lunchbox in fallout and the safe. Gears, Halo and ME were more standard, artbook and 'making off'. Though the themes in me1 were a nice extra.
The best though was COD2, it had a great video of the building of a level, and the design process. In comparison ME2 video was just PR crap, that I'd already seen because I was a fan of the first. Also UT3 brilliant, with its level design tools and tutorials (something bioware should have done with the dragon age CE).
The special eds should be something you cant get from on-line news sites, or haven't already seen. If your going to do a making off, then make it detailed (like the Lionhead diaries) or original (like the COD2).
As for content, not sure, so far its too easy for publishers/devs to 'skip' bits just for the CE or launch day DLC.
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"Everybody knows who you are, my master"
"Reall? Sure? Everybody?"
"Pretty much"
"And may I say that Hours was a tootally underrated album"
"Yeah? I mean I thought so, but was it too little too late?"
"That would be Tin Machine"
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Same here, I made the mistake of buying the Arkham Asylum CE and I was bitterly disappointed. I could understand the plastic baterang (though not quite the ridiculous scratching of it to make it look "used"
After the Arkham Asylum episode I certainly have no intention of ever buying a special edition again, and I agree that most of them are not worth buying at all, with a few exceptions (the Bioshock one does at least sound original, with the LP, and many people seem happy with the Forza 3 one). Soundtrack CD's and bonus DVD's are all fine if you're really into the game/franchise but I really don't see the attraction in paying £60 for a game and an action figure, for example.
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i have been surprised how crappy some of them have been to be honest for every forza 3 there is a dante's inferno...now that is a crappy one!
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Don't forget to mention the Asylum book with all the villains' profiles in it which just looked like it was printed on the cheapest paper and was already included in the game anyway.
The whole thing is sitting gatheriing dust while the game itself is sitting glaringingly out of place with the rest of my ps3 games.
@mixpython
I didn't pay £100 for it though, you really got screwed by play.com there!
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I totally agree that maybe this needs upping to the next level. I mean the problems are clear, but also it can just be developers greed too. I mean it depends how "Limited" the run of the SE/CE/LE is really, and the price. I would much prefer a quality product than anything. It needs to move away from DLC or exclusive content to a degree too, as they are nothing that doesn't come onto the subjective "network" after a few weeks/months and then the purchase is nullified.
I would prefer truly unique things like figurines (fully articulated, high quality. I can often get a £12 figure from Play.com that beats the included SE one which costs an extra £30), game related merchandise and other such things, but the problem is the fact the company cheaps out oh so often. It's not so bad when it's a few pounds extra but when you pay almost twice the cost of the game alone, it really puts you off SEs (well for me, mostly from the specific Publisher/developer). The Bayonetta metal cast gun was free at least, so it's excusable, and it's probably still one of the better Limited edition bonuses around TBH, as no-one else can really top it for quality.
Art books can truly be great, and a joy to look through unless they total 6 pages... seriously what's the point in something so poorly thought out. Chances are they have absolutely thousands of concept drawings and stuff lay around and yet we get like 12 pictures? Seriously chuck em all in there, we're the ones paying for this stuff for Christ's sake.
I think the biggest gripe sometimes is region discrepancies. Like the Batman SE which was even cheaper than the US version (same cheap boomerang though). It really gets you down when they don't even consider a specific region worthy of a proper SE, especially when it's a European (British no less in Batman's case) developer!
There is also another problem to draw on. Exclusivity deals. What point is it if you don't advertise an SE game and we never hear anything of it, because you signed an exclusivity deal with superduperunk nownonlinesite.com to get the sole rights to the LE of a game? I know you are probably trying t eliminate competitive pricing or something but when you don't even know a game was available at such and such a place until it's too late it becomes redundant even making it.
And If I need to smell wax paper again it'll be too soon. It STINKS! Use high quality paper, not a cheap glossy alternative.
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I agree with the article that indie niche games would benefit quite a lot from such a special edition: Psychonauts comes to mind, I'm sure many people would have paid quite some money for an art book and a couple of figurines. I know I would have. Unfortunately those games usually have crappy publishers that would never take such risks, so an indie collector's edition is really out of the question.
So, nowadays most mainstream games get a damn collector's/special/limited ed. (someone care to explain the difference between those?); even as recently as five/six years ago there were not that many and, of course, they were way better. The special edition of Warcraft III comes to mind, that was really a work of art: I remember paying a horrendous amount of money and I never even had a job at that time, but still when I opened it... it was way worth every single euro (80€ to be exact).
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Batman Arkham Asylum was utter shit. I don't know what to do with the huge box it came in and that plastic piece of rubbish that came with it needs to go in the bin or something. To compound the overall feeling of crapness that the special edition of the game gave you, they saw fit to put the game disc in a crappy cardboard case. Its shockingly stupid and a waste of time to be honest. I had to buy the cheap version of the game just to have a box that fits on my shelve and doesn't look out of place.
Assassins Creed II was another waste of time. My only reason for buying it was to get the soundtrack that came with it. I needn't have bothered as it was only a small number of tracks which were put onto a DVD as separate tracks - not even put on a CD that you can play in your CD player?!?! I mean, what the hell was that about? Who puts audio onto a DVD?
If publishers want to produce a special edition of a game they need to do it right:
- Artbooks are great when bought separately. Tiny art booklets are pants. Don't include them.
- Soundtracks can be great. Make sure they come on CD and not DVD!
- Game guides can be useful for some games. Don't include them as small booklets with little content - its offensive.
- Childrens tattoos are not very special - we don't want them (final fantasy I am looking at you).
Overall, special editions need to be special otherwise you risk pissing off the very people who would buy the stuff to begin with. Take Demon's Souls and BlazBlue special editions from the states as strong examples of how to do it right. Look no further than God of War 3 special edition in the UK to see how to get it wrong.
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Actually, that Half-Life 2 special edition was eSPECIALly shite. Here it went off for 60/70 € and gave you what? An horrible looking tin box (I had a toaster with the same exact box, honest), a lousy and enormous t-shirt (hello? not all gamers wear a damn XL) and a 60 pages making-of/mini guide that just advertised the way better strategy guide by Bradygames.
I mean, that is all you could do for the GAME OF THE DECADE (whichIdontapproveofbutwhattheheck) ?!?
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so glad i didnt buy Batman AA CE, sounds dire
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I am getting the Just Cause 2 SE though but only because I pre-ordered for less than the base game and I definitely want a map for this bugger!
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I would rather have this than a crappy plastic toy, as I am sure my wife would.
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Some SEs do hold their value though. Just last week I sold my SE copy of the original 'Mass Effect' for £45 which is £5 more than I paid for it brand new over two years ago.
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Your right mate.. i got totally screwed!! I loved the game so much and I thought that it would have some really awesome "EXACT REPLICA" batarang the likes of which you might find in Forbidden Planet in london, which would sit happily next to all my other memorabilia.. little did i know!! man do i feel stupid!!
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I love special editions, I am buying less and less of them as get crapper and crapper - size is important, dont make the thing so fricking huge....I will never buy a master chief helmet again...
Give me an extra disc with a decent documantary, the art books are cool....old games packed in (eg dead space having the wii game in - if they do it) or quake 4 having quake 2 - that really rocks.
I would pay good money forpretty much any special edition with any of these things - the documantaries alwasy suck, but it would be so easy to make them good...really it would....they are never long enough / never get to the details, they are always just "yeah everyone here is great...here is our work station...." they never tell the real stories of how they failed to hit their dates, or how the game was crashing up until the last minute....even loads morefootage of the early demos / proof of concept stuff. Anyone who makes games knows how much of this crap there is, I think thereal problem is that the dev team are too busy to collate it, they need a full time "special edition guy" on the team.