Pricing is a difficult thing in gaming these days. Players want a ton of content at launch, but then continuous content as the game lives on to keep them interested. Developers (and publishers) need and want to make money for the new stuff, but sometimes they get it so very very wrong. At least sometimes, they strive to fix it.
Earlier this week, Eurogamer published an interview with Destiny creative director, Luke Smith. In it, he sought to explain why certain new dance emotes and other exclusive content was only available if players bought the collector’s edition for The Taken King – an expensive product that includes the original game and all DLC. Why would fans of the game who have already bought all that want to buy it again just to get some cool extra content? It was an interview that made Smith and Bungie look awful, and he knows it.
Over on the Bungie blog, they are doing some serious apologizing, and fixing. I just like how Smith phrased this part of his apology:
Reading my interview with Eurogamer and imagining it came from some random developer of a game I love – that random developer looks like an Asshat.
But that Asshat was me – and those words rightfully anger you.
I’m sorry.
My words made it sound as if Bungie doesn’t care about their most loyal fans.
We do care. We are listening. And we will make it right.
It sounds like they really do – they are making an upgrade bundle for $20. This will make the digital content from the Collector’s Edition (emotes, etc) available to those who only need to purchase The Taken King. Additionally, for those who already purchased the existing Digital Collector’s Edition, and already owned Destiny and both expansion packs, they have something extra planned, although they aren’t giving details on what just yet. Plus, there’s something extra for people who have been playing Destiny since the beginning:
If you already have a Light Level 30 Guardian, or if you’ve picked up and played both The Dark Below and House of Wolves, then you’re a VIP in The Tower’s book. They’ll reward you accordingly with a victory lap that will include a permanently exclusive set of items.
When you stride through the Tower, people are going to ask you where you got those wonderful toys. You’ll nod and let them know you earned them. It’s a Year One thing, and they just wouldn’t understand. And they won’t ever be able to get their hands on their own set.
Ah, exclusive loot. That’s a sure way to win Destiny fans’ hearts, right?
So, Destiny was pretty dumb about pricing, but at least they recognized it and sought to fix it. No one is perfect, and we can’t expect companies to get it right. But at least they acknowledge that they were wrong, apologize, and hope to set things right. Good job Bungie, this is how you act with class. More power to you.
Last Updated: June 25, 2015
kuuu(UMAR)rrrr
June 25, 2015 at 08:36
Are the emotes $20?
Hammersteyn
June 25, 2015 at 08:49
I dunno, it’s like reading a tax form.At least year one players get some shaders and things. But really it will only make us stand out so that new players can’t point and laugh at our gullibility
kuuu(UMAR)rrrr
June 25, 2015 at 08:53
I just………….Emotes though?………20 dallars?…….for Emotes?……………………
Hammersteyn
June 25, 2015 at 08:56
Clever Bungie is clever. Release a fifth of a game and keep players hungry for more with over priced DLC. When all is said and done I would not be surprised if players spent over 2K on this game
e1ace
June 25, 2015 at 09:01
Exactly. That’s the same price as the initial expansion. But instead of a raid, multiple missions/strikes, weapons and armour – you get 9 cosmetic items.
The article comes across like Bungie have made right in their ways – seems to me that they just decided to spread their greed better. I mean doing this will earn them even more money.
Her Highness the Hipster
June 25, 2015 at 10:03
Macrotransactions 😛 Also, as ridiculous as this is, people spend way more on badges and other cosmetic DLC in most DLC. it’s par for the course now.
Mark Treloar
June 25, 2015 at 11:07
No, but it gives you wings.
kuuu(UMAR)rrrr
June 25, 2015 at 15:03
Did you see Dying Light’s jab at them?
Valshen
June 25, 2015 at 08:39
Ah, so Smith’s balls are not bigger than the explorable area of Destiny.
Also, which emote allows this: “people are going to ask you where you got those wonderful toys.” ??
Admiral Chief's Adventure
June 25, 2015 at 08:43
The Balls DLC
Jim Lenoir (Banana Jim)
June 25, 2015 at 08:40
Lol, Smith… SUCK IT!
Hammersteyn
June 25, 2015 at 08:43
Still pissed at Luke Smith. In the Bungie article he makes it seems like it’s our fault that we didn’t realize he’s a sarcastic fellow. Here’s an idea though. When selling or promoting merchandise to skeptics of the industry maybe tone down the sarcasm. You don’t see EA going “Yeah it’s still BF but it has a 5 on the end. Money please and don’t forget your preorders”
RinceThis
June 25, 2015 at 08:50
Sarcastic chop* Fixed.
HvR
June 25, 2015 at 09:32
Was nice guy on 1UP before he joined Bungie , just shows how the corporates kill the soul.
Blood Emperor Trevor
June 25, 2015 at 09:53
Does this mean he’s uncomfortable with the value they’re offering players now, or is he still comfortable but just not allowed to say it because players disagreed. heh.
Ranting Raptor
June 25, 2015 at 08:46
Lol. $20 for emotes. How far our industry has fallen
Hammersteyn
June 25, 2015 at 08:47
Oh but when you see them you’ll throw money at the screen. – Luke Smith
Ranting Raptor
June 25, 2015 at 08:53
Yeah no. I don’t think so
oVg "I hate Portals" - Geralt
June 25, 2015 at 08:48
It should still be for free, that way the install base remains loyal and will be more than happy paying $40 for the next expansion. Destiny is designed for the long term and needs the punters to stay long after Halo and Doom is released.
Or did CD Projekt Red spoil our entitlement expectations?
RinceThis
June 25, 2015 at 08:51
Oh dear. And people wonder why I stay away from this game the same way I stay away from Claremont Main bridge after 9pm…
Hammersteyn
June 25, 2015 at 08:52
Yeah, pickings have been slim there recently…… Oh wait….This isn’t muggers united is it?
*Runs
Admiral Chief's Adventure
June 25, 2015 at 08:53
I’m assuming this bridge does not house trolls?
Hammersteyn
June 25, 2015 at 08:54
No, only rolls and tolls
RinceThis
June 25, 2015 at 08:59
You come back here, you ‘dropped’ your wallet!
Hammersteyn
June 25, 2015 at 09:06
I’ll mug your time XD
Jim Lenoir (Banana Jim)
June 25, 2015 at 09:00
Dude, Claremont Main bridge is a portal to Hell!!!
RinceThis
June 25, 2015 at 09:02
Tickets please!
kuuu(UMAR)rrrr
June 25, 2015 at 08:57
20 dollars though…..20 frekken dollars…….
GalacticLordCaptainAwesomeness
June 25, 2015 at 09:06
Darnit.. and I just started playing Destiny…. now dorrars again
Sageville
June 25, 2015 at 09:31
It still baffles me why I still see PS friends playing this… there ain’t enough content to justify such devotion.
Hammersteyn
June 25, 2015 at 09:37
The grind to upgrade and farming coins to buy stuff from Xur that never drops in the game. The new horde is a nice addition as well. But that’s it really. the story mission that they add with every DLC can be done in a day which is laughable if Bungie considers that to be value.
Sageville
June 25, 2015 at 09:49
One Witcher 3 side-quest I did over the weekend was longer and more interesting that the whole of destiny and its dlcs…
Blood Emperor Trevor
June 25, 2015 at 10:30
Last night W3 reminded me why it’s a bad idea to get into pub fights.
Sageville
June 25, 2015 at 11:35
When you start a fist fight and the red skull of death is displayed…”Fek”
Alien Emperor Trevor
June 25, 2015 at 11:45
Nah, this was quest-related. Although even at lvl23 I’m being reminded not to fight those enemies. Screw you lvl30 Forktail & Cyclops and your one-hit kills. I’ll get you one day!
I’ve even come across the odd enemy that not only had the RSOD but ?? where its level number should be. O_O RUN AWAY!
Allykhat
June 26, 2015 at 09:46
Yeah I found a Griffin last night… shot it with my mighty crossbow.
RSOD and ??…. That thing looked at me squif and Geralt died lol.
Aries
June 25, 2015 at 12:01
That happened to me last night, haha, guy was level 30, how the hell was I supposed to know, he made fun of me, I still won though, but got the crap beat out of me
Allykhat
June 25, 2015 at 12:21
I got the full cat set last night. Did the mission at level 9, beat the level 17 Mad Kiyan with a crossbow 😀 Those things have MAD knockback. I had him literally knocked back every few seconds, so much so he couldn’t get close enough to hit me
Pieter Kruger
June 25, 2015 at 09:51
Yeah well with player numbers dwindling and a “new” game coming they have to do something……
Sageville
June 25, 2015 at 09:53
From this I got the following:
“When we extort our loyal customers, we’d prefer to not be seen as extortionists”
Jon Roger Blagget
June 25, 2015 at 10:09
I couldn’t give a flying fart about shaders or cloaks, the cheapskate b@stard..
You want to tell me this is the first time he realize they come off sounding like money grabbing douche bags? The fact he actually uttered these sentiments without anyone in his company saying at some point ‘hang on this sounds like a pathetic ploy to screw the gamers, which is ok for us to say amongst ourselves’ , are they soo out of touch with reality?
Allykhat
June 25, 2015 at 12:07
Wow… They put this up on their facebook page and the Community are losing their frikkin minds again.
Can’t say I blame them though. Some cosmetic stuff for the same price as their first 2 DLCs… Watch Bungie do another 180 on this after another week of the community going apeshit.