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Ubisoft's DRM Stance Softening?

An interview on talking with Ubisoft's Chris Early offers hope that Ubisoft is taking a different view on digital rights management from the outlook that inspired them to create the strictest DRM scheme in the game industry. Chris talks about the addition of value as a way of combating piracy, though some of his comments on this value seem focused on the cloud, which doesn't seem that separated from online DRM. He does, however indicate a shifting position, and while he doesn't promise DRM-free titles from Ubisoft just yet, he doesn't rule them out for the future:

"Is it fair for someone to enjoy our content without us receiving some value for that? I think at the core of that is, no," he said. "Otherwise, other than works of charity, there would be few games made. The balance, however, is, how do we do anything about that and not harm the person who is giving us value for that?

"That's been the delicate balance that the industry has walked over time. It continues to be one that we grapple with as an industry. How do we create content and receive good value for that, and at the same time, not inconvenience the player who has given us value there?

"I don't know that there is a perfect answer today. There are some technological answers. There are some design answers. There have been different approaches from different publishers at times, some doing no DRM and just assuming it's the cost of doing business. Some are doing a very strict DRM. Some doing an on-going content revision. I don't think we have a single, good answer yet. The interesting thing will be, how do we create enough value that that need for DRM goes away?"

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