Riccitiello: "$60 is a giant FU to a very large number of people"
Posted: 23.10.2013 12:01 by Simon Priest Comments: 7
Former EA CEO John Riccitiello has dropped the F-bomb on $60 PC and console titles, saying the industry should embrace variable pricing in order to increase their install base for releases.

Securing a larger audience with lower pricing is a "really useful thing," he argues, saying it pays more in the end. Games as a service are something critical too.

In fact Riccitiello points to World of Warcraft, SimCity and GTA Online has being rather embarrassing escapades as they all "fell over at launch" when they built their 'services'.

"Another thing that console and PC guys could and should learn is variable pricing," John Riccitiello told Gaming Insiders Summit. "$60 is a giant FU to a very large number of people."

"There's not been a console game with even half as many installs as Clash of Clans. Puzzle & Dragons has got more installs than any console game in history. Getting a larger audience through variable pricing is a really useful thing."

The games industry in the more traditional circles has a lot to learn about games as a service.

"More than anything, what the traditional game industry should learn from mobile is it's really about service," he said. "It's an ongoing business. You'd think we would have learned this some time ago, but I find it interesting that WoW and SimCity and GTA and Starcraft and many other games all fell over at launch when they put their service components together."

"Some of the biggest brands - I'd argue almost all the biggest brands - fell over from lack of the testing and research that mobile people do in the regular course of their day."

Clash of Clans is a mobile title from Supercell, as is Puzzle & Dragons from GungHo Online.
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By danfreeman (SI Elite) on Oct 23, 2013
Riccitiello you`re the asshole who destroyed so many IP`s while you worked at EA and now you come up with something that anyone who isn`t an idiot knows,you expect us to forgive you or something?
By nocutius (SI Elite) on Oct 23, 2013
This guy is a brand that doesn't evoke any positive thoughts. I can not help myself but to think "How he's going to try to abuse gamers this time around?"
By herodotus (SI Herodotus) on Oct 23, 2013
All just white noise to Aussie gamers who are used to $79 - $99 prices as regular for PC gamers, and higher still for console. We'd be chuffed if $60 were the top dollar price here.
By Chosen_One (SI Elite) on Oct 23, 2013
Use proxy of an Eu or US :)
By herodotus (SI Herodotus) on Oct 23, 2013
Unfortunately many still shell out for these prices which keeps them high. The slender few with the big bucks, and of course, worst of all.....tourists.
By nocutius (SI Elite) on Oct 23, 2013
Steam and the like don't take kindly to proxies.
By herodotus (SI Herodotus) on Oct 24, 2013
No they don't - they have a tendency to ban whole accounts if (and usually they are) they caught.