I start to wonder how people got so successful at business with such a short-sighted mindset.
When I arrived home tonight I cautiously browsed the tech news as I often do. Many complain about April Fools being difficult for journalists due to the plausibility of certain pranks conflicting with the fact checking process. In my travels I came across an editorial from Don Reisinger about the ethics of used game sales. While it is marginally possible to have been an early joke, the sentiments contained in the post are too common in the industry.
Piracy and used game sales are sore spots for an industry of companies who believe you either make a sale or you lose a sale. The truth of the matter is that you should be thankful that your product was not flat-out ignored and attempt to derive as much value from that relationship as possible.
First they came for my used copy of Mechwarrior 3…
Used game sales have been mostly extinct on the PC platform since the wonderful invention of recorded product keys. Users have flocked to the consoles to retain the second sale and have often berated the PC platform for it. As consoles move closer and closer to denying used sales I wonder where they will flock to next. Perhaps maybe they should instead demand that the publisher accept used sales?
For a publisher, a used game sold is a new user of your product. Your retail partner gained extra revenue and brought users closer to your other products which might be first-sale. The user might purchase DLC, sequels, spin-offs, sister-titles, expansion packs, merchandise, and franchise tie-ins as a result of that used game. The user will probably end up playing more video games altogether than they otherwise would. Do you really wish to give up all of that value by indulging in how you feel ripped off by your own paying customers? Also, what about the first sale customer who sold their game to make up the used sale?
They are your customers — and they are always right. Shut up and take my money when you can.