Pre-ordering is a fairly regular practice these days, but that doesn’t disguise its shady nature. Or, at least that’s what a good number of consumers discovered last month with the release of Aliens: Colonial Marines, which bombed harder than a 90’s Manc at a warehouse rave (International readers click here). Reviewers were quick to assault the title with scathing criticism but, alas, it was too late – enough wallets had already been squeezed dry with little promise of refund, leaving many sad, angry and even embarrassed to have been conned into such an abysmal purchase. The trick of the pre-order is that it confirms a sale before release, no matter the quality of content and, very gleefully, playing on the commitment of the fans to their chosen franchise.
There are a few different paths our favourite developers like to take when releasing AAA titles, the most infamous being that of Collector’s Editions. Often promising a lavish array of soundtracks, art books or plastic sculptures, these are probably the most ‘fair’ of the group and can genuinely provide the odd fan with a good bit of extra enjoyment, if only to litter their shelves with a few more video relics. What is not so generous, however, is the popular trend of ‘in-game content’ that has begun to spread across the genres like a digital plague. Obscure perks, such as alternate character costumes and weapons (looking at you, Dead Space 3), are not exactly what I’d consider worth the extra cost, especially since they are being purposefully withheld from the community to earn a few extra coins. Exclusive DLC is certainly a target in this, revealing that more content had actually been created before release, but only for those willing to invest. To put that into layman’s terms, imagine buying a BLT, except you can only redeem the bacon at an additional cost.
Crystal Dynamics’ recent, gritty reboot of Tomb Raider managed to push the pre-ordering boat out into a new area of uncharted waters with uncertain consequence. Implementing a Kickstarter-esque reward system usually reserved for ‘we will produce what we can create’ situations, fans were coerced into investing early to unlock additional perks, which included digital artwork, copies of older games and the aforementioned horror of horrors, exclusive DLC. The question these kinds of systems are beginning to raise is how much content will developers be willing to withhold in future if it guarantees definitive sales? Not only is this bad practice, but our continued flocking to pre-order regardless of this fact only promotes its existence and influence on a title’s marketing – which allows me to segue rather shakily into the discussion of digital benefits and their real worth.
Receiving concept art, or the forever-popular map, is always a welcome treat in the box, but it doesn’t really hold as strong or exciting in .pdf format. In fact, I’d go as far as saying they are ultimately pointless and provide absolutely no incentive to the purchase as far as your printer ink is concerned. I readily challenge any buyer to prove me wrong in the value of this content, because it currently holds as much use as buying your cat decorative headwear (which is a very real thing indeed). But, I cannot be completely negative – sketches and early imaginings of our beloved characters and worlds can be very interesting and a nice addition to any collection, the issue lies more in whether they can be considered justifiable for the extra cost – despite the lack of a physical copy.
Finally, I shall end this rant on the biggest influence of all for digital pre-purchasing: the occasional, enticing offer of a discounted price. In contrast to their partners in crime, recent releases have allowed the consumer to save 10% off the final cost – a practice that has been strongly inspired by Valve’s effective use of Steam sales. “What is wrong with saving some money on a game I would’ve bought anyway?” I hear you cry, brandishing your credit card with experienced ease. Well, let me point you back up to the top of this article and the debacle that was the latest Aliens game. Pre-ordering a title is a huge risk for the consumer with only the shaky promise that it might be a successful purchase in hand, and this should certainly be kept in mind whatever the studio or franchise. Continued conformity to this trend only promotes and fuels the format, as much as we’d like to be the first to get our hands on that next big release. So, please keep in mind that every time you rush online to click that big, green pre-order button, you have logged yourself as yet another statistic in favour of these enticing, yet incredibly devious marketing tactics.