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Rovio Positive About Piracy

An interview on guardian.co.uk talks with Rovio's Mikael Hed about the flyaway success of Angry Birds (thanks Ant via Neatorama). This includes the company's take on how piracy may help them:

"We could learn a lot from the music industry, and the rather terrible ways the music industry has tried to combat piracy."

Hed explained that Rovio sees it as "futile" to pursue pirates through the courts, except in cases where it feels the products they are selling are harmful to the Angry Birds brand, or ripping off its fans.

When that's not the case, Rovio sees it as a way to attract more fans, even if it is not making money from the products. "Piracy may not be a bad thing: it can get us more business at the end of the day."

According to Hed, Rovio has taken some more positive lessons from the music industry, including how it sees its customers.

"We took something from the music industry, which was to stop treating the customers as users, and start treating them as fans. We do that today: we talk about how many fans we have," he said.

"If we lose that fanbase, our business is done, but if we can grow that fanbase, our business will grow."

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34 Replies. 2 pages. Viewing page 1.
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34. Re: Rovio Positive About Piracy Feb 1, 2012, 08:30 Bhruic
 
But publishers tend to not want to enable that themselves. It's one thing to make people work for it, it's another to just hand it to them and say "hey, pay if you'd like, whatever, it's all good."

Oh please, that's not how it'd be accomplished and you know it. Steam already has free weekends, how do you think they pull that off? If they can manage that, then allowing free trials in general wouldn't be much more challenging.
 
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33. Re: Rovio Positive About Piracy Feb 1, 2012, 08:28 Bhruic
 
Hey, real quick, what other industries let us try something at no risk, particularly when they actually bear an enormous amount of risk?

Books - Libraries.
Music - Radio.

And since you brought physical products into it...

Physical products - Almost every store you can think of.
 
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32. Re: Rovio Positive About Piracy Feb 1, 2012, 08:26 Beamer
 
Bhruic wrote on Feb 1, 2012, 08:09:
I kind of dig the idea of a limited time Steam return, or even better, a limited time trial, but it couldn't really work: people would be very quick to find a way to use offline mode to get the full game for free.

So what? You're acting as if there weren't already a really easy and convenient way for people to get the full game for free.

But publishers tend to not want to enable that themselves. It's one thing to make people work for it, it's another to just hand it to them and say "hey, pay if you'd like, whatever, it's all good."
 
-------------
Music for the discerning:
http://www.deathwishinc.com
http://www.hydrahead.com
http://www.painkillerrecords.com
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31. Re: Rovio Positive About Piracy Feb 1, 2012, 08:09 Bhruic
 
I kind of dig the idea of a limited time Steam return, or even better, a limited time trial, but it couldn't really work: people would be very quick to find a way to use offline mode to get the full game for free.

So what? You're acting as if there weren't already a really easy and convenient way for people to get the full game for free.
 
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30. Re: Rovio Positive About Piracy Jan 31, 2012, 21:58 Beamer
 
Tumbler wrote on Jan 31, 2012, 21:09:
Hey, real quick, what other industries let us try something at no risk, particularly when they actually bear an enormous amount of risk?

Movies? No.
Books? Well, Kindle does this, but Amazon has no risk.
Cars? Nope, you can test drive, and in some cases even take home for a night, but you also have to put up collateral.
Music? I suppose Spotify lets me listen to entire albums, but it's essentially what I advocated in Gaiku, no?
Restaurants? Hardly.

Um...well this industry for starters. PC software outside of games often has free trials you can download and try almost instantly. I downloaded Illustrator CS5 a few nights ago to use for a small project. Took me an hour, I only needed to provide an email. I was able to create content and save files and now I have what I needed and paid zero. (and they will likely get a sale from me later)

MS does this with MS Office. You can download all parts of that program. I can't remember the last time pc software didn't have a free trial unless it was a game.

Movie theaters will give you your money back if you walk out on a movie...

Books can be read at book stores...

Cars can be test driven for free and taken home (as you said) which is a great comparison to paying in full for a game and trying it for a few hours.

Music...last time I was in a book store they had a whole section setup to listen to music, entire albums...and on youtube you can listen to EVERYTHING.

And Restaurants? You're fucking with me right now right? Yeah, you've got to be. I mean if someone is served food they don't like, like there is a hair in it, everyone knows enough to complain right?

I mean you don't live under a rock...right?

Demos aren't full products, which isn't what I had discussed that Tumbler mocked. What I discussed was allowing everyone 2 hours with the full product at any time.

Yes, Adobe and MS do this. They also charge a complete fuckload to compensate for how many people will pirate it. Their market isn't the individual but the professional.

Books you can read in a book store, if you can find a book store with that book. The store has already purchased it from the publisher and this isn't something the publisher is doing.
Cars can be taken home, but again, you have to put massive collateral down.
Music, well, you buy music in book stores? Do you listen to Nickelback or classical, because that's all I've ever seen in a Barnes and Noble.
And if there's a hair in something that's differen than "this isn't to my liking."
 
-------------
Music for the discerning:
http://www.deathwishinc.com
http://www.hydrahead.com
http://www.painkillerrecords.com
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29. Re: Rovio Positive About Piracy Jan 31, 2012, 21:09 Tumbler
 
Hey, real quick, what other industries let us try something at no risk, particularly when they actually bear an enormous amount of risk?

Movies? No.
Books? Well, Kindle does this, but Amazon has no risk.
Cars? Nope, you can test drive, and in some cases even take home for a night, but you also have to put up collateral.
Music? I suppose Spotify lets me listen to entire albums, but it's essentially what I advocated in Gaiku, no?
Restaurants? Hardly.

Um...well this industry for starters. PC software outside of games often has free trials you can download and try almost instantly. I downloaded Illustrator CS5 a few nights ago to use for a small project. Took me an hour, I only needed to provide an email. I was able to create content and save files and now I have what I needed and paid zero. (and they will likely get a sale from me later)

MS does this with MS Office. You can download all parts of that program. I can't remember the last time pc software didn't have a free trial unless it was a game.

Movie theaters will give you your money back if you walk out on a movie...

Books can be read at book stores...

Cars can be test driven for free and taken home (as you said) which is a great comparison to paying in full for a game and trying it for a few hours.

Music...last time I was in a book store they had a whole section setup to listen to music, entire albums...and on youtube you can listen to EVERYTHING.

And Restaurants? You're fucking with me right now right? Yeah, you've got to be. I mean if someone is served food they don't like, like there is a hair in it, everyone knows enough to complain right?

I mean you don't live under a rock...right?
 
VGfive.com - Game Trading site (Steam codes too!)
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28. Re: Rovio Positive About Piracy Jan 31, 2012, 20:30 Veterator
 
Ruffiana wrote on Jan 31, 2012, 19:00:
Veterator wrote on Jan 31, 2012, 16:15:
I still wonder what kind of money the major DRM scheme out there cost on a per title basis.

I am not willing to drop 40+ dollars on games anymore. Just because the chance of said game, even if it's a sequel to something I liked, sucking or being bug ridden, etc is just too high.

And I still avoid the stupidly DRM-heavy titles even after it's 5 bucks, because I just don't want to deal with the bullshit.

So piracy may be a factor, but just flat out overpricing, under delivering, nickel and dime tactics, and outrageous DRM "hoops"....they have all definitely factored into my purchasing decisions.

All of those are legimate reasons to not buy a game. There is no legitimate reason to pirate a game because games are purely products for luxury and entertainment...it's all just rationalizations for entitlement and self-gratification.

Yes, they are reasons to not buy a game, but it's easier for them to imply that Im probably a pirate for not buying their game than actually realizing WHY I am not buying it. Ubisoft is a big proponent of shaft-legitimate buyers DRM. They keep telling us how piracy is just destroying their market......so they pile on more DRM. Piracy is not a catch all argument like people pretend it is. People pirate, you focus too much on them and you lose the people who want to buy PC games but just get fed up with your BS.

It's like trying to get the pot of gold at the end of a rainbow, and then blaming everyone else when they realize how spectacularly stupid that goal is.

 
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27. Re: Rovio Positive About Piracy Jan 31, 2012, 20:13 jdreyer
 
Ruffiana wrote on Jan 31, 2012, 18:01:
Quboid wrote on Jan 31, 2012, 15:04:
Ruffiana wrote on Jan 31, 2012, 14:56:
Show me the developer on the verge of shutting down with a highly-pirated game talking about how positive that's been for them.

If piracy is good for successful games and bad for unsuccessful ones, that would suggest that actually piracy doesn't matter a damn.

No, all it suggests is that games can sometimes succeed in spite of piracy. It's pretty easy to be nonchalant and generous when you've already made more money than expected, but when you're barely scraping by you took a longer, harder look at the number of copies you’ve sold versus the number of pirated copies that have been downloaded.

One of the biggest tragedies was the folding of Iron Lore, makers of much-lauded Titan Quest. Titan Quest was one of the most pirated games of that year. Now, granted, each pirating does not translate into a sale, but certainly some do. And a small dev relies on the proceeds from the previous game to fund the next one.
 
Avatar 22024
 
Man is equally incapable of seeing the nothingness from which he emerges and the infinity in which he is engulfed.
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26. Re: Rovio Positive About Piracy Jan 31, 2012, 20:03 Dev
 
ZOMG, really? Growing a fanbase by treating them nice instead of crapping on them makes them grow?
Beamer wrote on Jan 31, 2012, 17:12:
I kind of dig the idea of a limited time Steam return, or even better, a limited time trial
Steam actually does something like this already when they do the free weekends of various games. Those are done by publishers though, so its up to them as to if/when they do that. So we know the technology is already in place to do it in a more widespread manner if valve wants to.
 
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25. Re: Rovio Positive About Piracy Jan 31, 2012, 19:56 jdreyer
 
Beamer wrote on Jan 31, 2012, 17:12:
One of the big reasons you hear people defend their piracy is "I wanted to make sure it ran on my system" or "I wanted to make sure I liked it." They don't see a reason to wait until a sale.

I kind of dig the idea of a limited time Steam return, or even better, a limited time trial, but it couldn't really work: people would be very quick to find a way to use offline mode to get the full game for free. But when Gaiku becomes a more valid delivery method it will be perfect. Since it's all server-side they can be foolproof about only letting a user play 2 hours or whathaveyou. You still don't know how it runs on your system, but at least you have a solid feel for what's going on.

Yeah, but isn't that what demos are for?
 
Avatar 22024
 
Man is equally incapable of seeing the nothingness from which he emerges and the infinity in which he is engulfed.
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24. Re: Rovio Positive About Piracy Jan 31, 2012, 19:52 Sepharo
 
Ruffiana wrote on Jan 31, 2012, 18:01:
but when you're barely scraping by you took a longer, harder look at the number of copies you’ve sold versus the number of pirated copies that have been downloaded.

The key is not doing that.
 
Avatar 17249
 
[I'm not trolling I'm just] tossing stuff like that in there only to get your panties all bunched up. -TrollinThundr
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23. Re: Rovio Positive About Piracy Jan 31, 2012, 19:13 Beamer
 
Tumbler wrote on Jan 31, 2012, 17:51:
but it couldn't really work: people would be very quick to find a way to use offline mode to get the full game for free.

So True. Better that piracy is the only way to try games with no risk. Paying customers don't deserve to be protected from bad purchases. If they weren't so lazy they'd go look into the future and see if they liked the game. Grumble grumble, you know what one of them told me? He said that wouldn't even be possible because if he went to the future then decided not to buy it in the past it's destroy the universe or some shit. Fucking pirates. They'll do anything to play my game for free.

Your point is particularly incoherent today.

Hey, real quick, what other industries let us try something at no risk, particularly when they actually bear an enormous amount of risk?

Movies? No.
Books? Well, Kindle does this, but Amazon has no risk.
Cars? Nope, you can test drive, and in some cases even take home for a night, but you also have to put up collateral.
Music? I suppose Spotify lets me listen to entire albums, but it's essentially what I advocated in Gaiku, no?
Restaurants? Hardly.
 
-------------
Music for the discerning:
http://www.deathwishinc.com
http://www.hydrahead.com
http://www.painkillerrecords.com
Reply Quote Edit Delete Report
 
22. Re: Rovio Positive About Piracy Jan 31, 2012, 19:00 Ruffiana
 
Veterator wrote on Jan 31, 2012, 16:15:
I still wonder what kind of money the major DRM scheme out there cost on a per title basis.

I am not willing to drop 40+ dollars on games anymore. Just because the chance of said game, even if it's a sequel to something I liked, sucking or being bug ridden, etc is just too high.

And I still avoid the stupidly DRM-heavy titles even after it's 5 bucks, because I just don't want to deal with the bullshit.

So piracy may be a factor, but just flat out overpricing, under delivering, nickel and dime tactics, and outrageous DRM "hoops"....they have all definitely factored into my purchasing decisions.

All of those are legimate reasons to not buy a game. There is no legitimate reason to pirate a game because games are purely products for luxury and entertainment...it's all just rationalizations for entitlement and self-gratification.
 
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21. Re: Rovio Positive About Piracy Jan 31, 2012, 18:29 Draugr
 
DukeFNukem wrote on Jan 31, 2012, 16:44:
I guess you don't follow Steam news much. They have 48-hour weekend play-all-you-want events all the time. Wait for those and you have 48 hours to try out games you might want for free. No buyers remorse.

I love this about steam.
They should do it more, of course that's not necessarily up to them, heh.
 
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20. Re: Rovio Positive About Piracy Jan 31, 2012, 18:01 Ruffiana
 
Quboid wrote on Jan 31, 2012, 15:04:
Ruffiana wrote on Jan 31, 2012, 14:56:
Show me the developer on the verge of shutting down with a highly-pirated game talking about how positive that's been for them.

If piracy is good for successful games and bad for unsuccessful ones, that would suggest that actually piracy doesn't matter a damn.

No, all it suggests is that games can sometimes succeed in spite of piracy. It's pretty easy to be nonchalant and generous when you've already made more money than expected, but when you're barely scraping by you took a longer, harder look at the number of copies you’ve sold versus the number of pirated copies that have been downloaded.
 
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19. Re: Rovio Positive About Piracy Jan 31, 2012, 17:51 Tumbler
 
but it couldn't really work: people would be very quick to find a way to use offline mode to get the full game for free.

So True. Better that piracy is the only way to try games with no risk. Paying customers don't deserve to be protected from bad purchases. If they weren't so lazy they'd go look into the future and see if they liked the game. Grumble grumble, you know what one of them told me? He said that wouldn't even be possible because if he went to the future then decided not to buy it in the past it's destroy the universe or some shit. Fucking pirates. They'll do anything to play my game for free.
 
VGfive.com - Game Trading site (Steam codes too!)
Kickstarter "Game Developer"!
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18. Re: Rovio Positive About Piracy Jan 31, 2012, 17:12 Beamer
 
Verno wrote on Jan 31, 2012, 16:52:
The same can't be said for many other games on more traditional platforms. Steam would be wise to institute a return policy within a certain amount of time. Like 2 hours of gameplay or 24 hours after purchase, whichever comes first. The biggest deterrent I have to spending money on many games is buyers remorse. You give me an optional refund if I don't like you're game and I'm WAY more likely to try it

Steam is one of the best platforms for sales so if you can't deal with buyers remorse then buy it when its cheap. There are few options for digital returns/trades right now because the publishers fight it tooth and nail, it's not really up to Steam. Smaller platforms use it as a gimmick but it's full of gotchas and rules.

One of the big reasons you hear people defend their piracy is "I wanted to make sure it ran on my system" or "I wanted to make sure I liked it." They don't see a reason to wait until a sale.

I kind of dig the idea of a limited time Steam return, or even better, a limited time trial, but it couldn't really work: people would be very quick to find a way to use offline mode to get the full game for free. But when Gaiku becomes a more valid delivery method it will be perfect. Since it's all server-side they can be foolproof about only letting a user play 2 hours or whathaveyou. You still don't know how it runs on your system, but at least you have a solid feel for what's going on.
 
-------------
Music for the discerning:
http://www.deathwishinc.com
http://www.hydrahead.com
http://www.painkillerrecords.com
Reply Quote Edit Delete Report
 
17. Re: Rovio Positive About Piracy Jan 31, 2012, 16:52 Verno
 
The same can't be said for many other games on more traditional platforms. Steam would be wise to institute a return policy within a certain amount of time. Like 2 hours of gameplay or 24 hours after purchase, whichever comes first. The biggest deterrent I have to spending money on many games is buyers remorse. You give me an optional refund if I don't like you're game and I'm WAY more likely to try it

Steam is one of the best platforms for sales so if you can't deal with buyers remorse then buy it when its cheap. There are few options for digital returns/trades right now because the publishers fight it tooth and nail, it's not really up to Steam. Smaller platforms use it as a gimmick but it's full of gotchas and rules.
 
Avatar 51617
 
Playing: Faster Than Light, Tales of Graces F, Fire Emblem 3DS
Watching: Ghost in the Shell, Hannibal, Oblivion
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16. Re: Rovio Positive About Piracy Jan 31, 2012, 16:44 DukeFNukem
 
I guess you don't follow Steam news much. They have 48-hour weekend play-all-you-want events all the time. Wait for those and you have 48 hours to try out games you might want for free. No buyers remorse.  
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15. Re: Rovio Positive About Piracy Jan 31, 2012, 16:34 Tumbler
 
So piracy may be a factor, but just flat out overpricing, under delivering, nickel and dime tactics, and outrageous DRM "hoops"....they have all definitely factored into my purchasing decisions.

This.

I'm guessing angry birds was $1 on Itunes? It's free on Android but in either case getting a legit copy is so easy it makes no sense to pirate. Even if the game is shit and you hate it I'll bet you'll walk away happy having one less dollar. (at worst)

The same can't be said for many other games on more traditional platforms. Steam would be wise to institute a return policy within a certain amount of time. Like 2 hours of gameplay or 24 hours after purchase, whichever comes first. The biggest deterrent I have to spending money on many games is buyers remorse. You give me an optional refund if I don't like you're game and I'm WAY more likely to try it.

The industry should not be built around getting people to buy your game, you should be getting people to try your game, then buy it if they like it.

Case in point Humble Bundle five is up, never heard of any of these games, Anomaly sounds interesting, I'll drop a dollar and try them. Tryed anomaly, very excited at first, gameplay put me to sleep. Maybe I'll give it more time later but for now I spent $1 so who cares. (The people who have my dollar probably care!)
 
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