Posted on 15 March 2010 by K. Davila
It’s no secret that video game publishers are losing money to the used game market, to the tune of an astronomical figure I refuse to research diligently. Publishers - wh0 take the hard work done by game developers and pimp it out to retail - have been sailor cursing about this issue for years. Look pubs, I get it, I hate Gamestop too. Selling a used game back to the consumer for 5 dollars off retail after criminally underpaying another consumer is enough to make everyone in the video game ecosystem super bitter.
The Enemies
Consumers feeding the Gamestop beast used product would have better luck in most cases taking their wares elsewhere. The holy trinity of Goozex, Craigslist, and E-bay make unloading previously purchased product and not losing your shirt easy. If you are dead-set on trading your game at retail, various websites have tools that let you compare trade-in values. Cheap Ass Gamer is my favorite.

photo by Jacob Metcalf
The used-game market is not the only enemy of the mighty game publishers. Personally, I find renting my games at Gamefly is what works for me. With a 4-out-at-once plan and some careful planning, I can usually get AAA releases to my door a day after they hit retail. While some games still pack 90 hours of action onto the retail disc, there is no reason to purchase a 6-hour game. Hell, a 30 hour game is easily beaten in a rental month. I’m perfectly content with my rental strategy, but I’ve recently encountered a problem.
Fuck you, Cerberus
I mean, have you played the last two BioWare games? Some of the best game experiences ever can be had In Mass Effect 2 and Dragon Age: Origins. However, as a rental customer, I became painfully aware of the new strategy in-place to deter the rental and used markets. Download codes. Dragon Age was almost forgivable; the included codes simply unlocked an additional character, and a mission. In Mass Effect 2, the code unlocked the Cerebus network, a platform for downloading additional content. The additional content amounted to another additional character and a few shitty additional missions. In both cases, after completing the main stories via my rentals, I felt compelled to purchase retail editions as soon as a sale popped up. In both cases I realized the additional content was underwhelming, especially after the the game was completed. I was a sucker!
Borderlands
I’m not loving the day-one DLC that is only free for retail purchasers. It smells and tastes like a dick move. My preferred approach to this problem is what I call the Borderlands approach. Make your money on the comeback. I had a blast when I rented Borderlands. The game played like World Of Warcraft for people who have jobs and featured wonderful drop-in drop-out game-play. After completing my game, I sent it back to Gamefly and moved onto other things. After reading reviews of the DLC, mostly positive and already 3 installments deep, I was happy to purchase the game just for the ability to pay more to play more. No stupid codes, no arm twisting.
On The Comeback
Rather than discourage the rental and used markets, I think your energies should be focused on building a platform for expansion. Retail prices drop like a ton if bricks these days. Assholes like myself make it point to inform as many people consumers as possible that only suckers pay 60$ for new retail games. Even if the consumer purchased your title discounted, used, found it in a gutter, some excellent content could have them spending 10 dollars a pop on additional game. It’s much less annoying than gimping my initial play through. You can get me on the comeback.