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Ubisoft: PC Piracy Rate 93-95%

Ubisoft CEO Yves Guillemot gives GamesIndustry International his outlook on free-to-play games as a way of combating PC piracy, explaining the difficulties presented by serving an audience they perceive to be 93-95% thieves:

"We want to develop the PC market quite a lot and F2P is really the way to do it," said the French CEO. "The advantage of F2P is that we can get revenue from countries where we couldn't previously - places where our products were played but not bought. Now with F2P we gain revenue, which helps brands last longer.

"It's a way to get closer to your customers, to make sure you have a revenue. On PC it's only around five to seven per cent of the players who pay for F2P, but normally on PC it's only about five to seven per cent who pay anyway, the rest is pirated. It's around a 93-95 per cent piracy rate, so it ends up at about the same percentage. The revenue we get from the people who play is more long term, so we can continue to bring content."

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135. Re: Ubisoft: PC Piracy Rate 93-95% Aug 23, 2012, 04:28 Jerykk
 
What's really irritating is that Ubisoft doesn't seem to recognize the correlation between their own actions and the PC sales that result. Delaying a port of a multiplatform game almost always results in lackluster sales. This has been proven time and time again. It's also the reason why most publishers strive for simultaneous launches across all platforms. If you delay a port for 1-6 months and then release it with little to no marketing, what kind of sales numbers are you expecting? Everyone who really wanted to play the game has already played it on a console and most people don't even know that the PC port exists due to lack of marketing. Hell, even a one week delay is enough to sway many people towards the versions of the game that are already available.

Ubisoft's approach to F2P also seems equally misguided. They seem to think that they can just recycle existing games and make them F2P. While this may work for some F2P games, the most successful F2P games are the ones that are designed from the ground up for F2P. If you're going to enter the quickly saturating F2P market, at least put some effort into it.
 
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