Ubisoft: “DLC and Season Pass are Pretty Much Accepted Now”

When it was first introduced, downloadable content was considered a fairly derogatory term for some time. Now though, the model has come into its own. Ubisoft’s VP of digital publishing Chris Early spoke to Games Industry International about how DLC is generally accepted now among consumers.

“I think there are some models that are accepted now, DLC is pretty much accepted. Season pass is pretty much accepted. There was no resistance, maybe there were 12 guys somewhere who said something, but whatever. As a whole, there wasn’t a problem.

“Now it’s interesting when you start to think of Season Pass as a Service Pass. For our Season Pass holders, I know we hold events for them specifically, so it’s little bit more than just DLC content. So there’s an evolution going on there.”

Of course, it’s important for a game to not make its consumers feel as though they’ve been locked out of content. “Where it hurts is when you feel like you’re forced, or you’re at a disadvantage or can’t do it unless you [pay money], that’s kind of a remorseful feeling, and nobody likes that. Good design, that’s what it comes down to.”

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