Activision says: Guitar Hero II download prices are awesome and you love it

by Jared Rea { Jul 13th 2007 at 9:45AM }

Okay, which one of you coughed up the billy bucks for some Guitar Hero II songs? No one wants to fess up to it, eh? Mighty suspicious considering that Activision is claiming they've sold more than 300,000 of the things at $6.25 apiece. What happened to all that unbridled outrage?

Not only has the downloadable content for Guitar Hero II been "a tremendous success," but head of Red Octane publishing, Dusty Welch, says that "demand seems to be insatiable."

Before the games release, fellow Red Octane colleague Ted Lange claimed that Guitar Hero II for the Xbox 360 would have the most online content of any game to date. Well, The iDOLM@STER seems to disagree, but we digress. Activision began offering their download content back in April and since then only four song packs have been released, three of which were released on that same fateful day back in April.

Welch continues, claiming that the current prices are "very attractive and desirable for consumers." When you're starved for content for such an addictive game, in time, anything will become desirable.

With the Guitar Hero "imitator" Rock Band, boasting new download content every week, this marks yet another chapter in this rock opera.

[Thanks, Stan!]

Tags: gh2, guitarhero

Reader Comments (Page 1 of 2)

Mike @ Jul 13th 2007 9:53AM

And so the outrageous pricing is justified by the simple fact that people will pay for it. I'm not saying that RO or activision or even MS shouldn't profit on DLC, but the margins on content like this are through the roof, and the only reason they're getting away with it is because 300,000 of you are rich, desperate for content, or dumb. Thanks for helping the publishers on their way down the slippery slope that is DLC. I guarentee that track packs for GH3 will cost 800 pts ($10) each.

Farseer @ Jul 13th 2007 10:06AM

"the only reason they're getting away with it is because 300,000 of you are rich, desperate for content, or dumb."

I would heartily agree with the latter two reasons. Look at how many poor underprivileged people are alcoholics and smoke cigarettes. The markup on those "luxury" goods are much more than on microtransactions, yet people buy bottles of booze and packs of cigarettes daily.

The moral of the story is, don't come off thinking you're cool because you are one of the 300,000 who payed $6.25 for content. They are taking advantage of your addictive nature and your willingness to spend money on unwise investments.

I ranted on this issue yesterday:
http://www.joystiq.com/2007/07/12/guitar-hero-ii-gets-new-song-pack/

Between my two rants, I don't know how much more I have to say on this issue other than thank you to everyone who is supporting these bloated prices. You're ruining it for the majority.

GameDevMich @ Jul 13th 2007 10:11AM

Well...I'm not dumb, desperation for content could be better perceived as enjoying extended game play sessions provided by DLC, and I don't think anyone has to be rich to afford the packs...I mean, just because you can only afford McDonald's, doesn't mean I can't eat at Arby's =)

Joking and bitching aside, the success of DLC has a tertiary benefit no one seems to have mentioned...the rise of the Indie game developer... The combo of DLC + XNA + XBL will help a lot of start-up projects and developers notice amongst the gaming community...

Farseer @ Jul 13th 2007 10:16AM

GameDev,

I agree with you partially. XBL Arcade is a great avenue for decently priced games that will open up more doors for indie developers. I do not hesitate to buy good games from XBL Arcade.

In-game DL content, though, especially for content that is recycled and expensive, does nothing to help the little guy. If anything, it hurts an indie developer because people are spending their points on junk like horse armor and recycled song packs instead of your games.

Mike @ Jul 13th 2007 10:19AM

GameDevMich,

Let's be clear here - there's a difference between "desperate for content" and "enjoying extended game play sessions provided by DLC". To pay $6.25 for three songs is desperate. At those prices, if all the tracks for GH1 were released, it would total almost $100, and that's just silly. Enjoying content is different - I have every piece of DLC for Oblivion except for the horse armor, and that's because the horse armor is a waste of money.

As for the "rich" thing, replace that in your head with "have money to blow". Personally, I'm on a budget, so I have to pick and choose what I'm willing to part with my hard earned cash for.

On DLC helping indie devs: you're right - the concept of DLC as a whole, is great for indie devs. The guitar hero tracks aren't great for anyone. These high priced packs aren't moving the industry forward, they're just moving the prices up.

GameDevMich @ Jul 13th 2007 11:15AM

The total price of all the DLC for GH does prove a valid point, considering the original cost of the game + controller. It does sound silly on the surface, but it would be more expensive if someone who does not own a PS2 bought the system and the game. See the balance?

It still boils down to choice. You're statement of "have money to blow" does make your "rant" more logical. You are on a budget, so you make the choice not to download the content. I am also on a budget, but I might splurge just to get my favorite song. Also my choice. Doesn't quite sound like desperation to me, but opinions vary =)

Until GH3 and RB DLC pricing is released, I'll remain optimistic. Also, unless someone shows the internal financial reports of the companies, one could argue that the extra revenue generated from DLC goes back into research and development for more content and better games (Rock Band).

Mike @ Jul 13th 2007 11:32AM

GameDevMich,

"...it would be more expensive if someone who does not own a PS2 bought the system and the game. See the balance?"

No, I don't. If you don't already have a 360, you've gotta buy that to get the DLC. There is no "balance" here. Let's pretend there is a balance here. I could go on ebay and spend less than $100 on GH1, the guitar, and a ps2.

Now, on to other things - you may be right, the profit may be going to R and D for new games, but it's more likely going into the pockets of execs. They're also profiting on the game itself, and every guitar controller sold. Unless they're making the coolest game ever that jacks into the back of your neck and makes you think that you're on stage, chances are the costs were covered by GH2 itself, seeing as how it was a rehash of the PS2 version.

I'll agree with you about choice - yea, everyone has a choice to get it or not. The problem here is that this content has paved the way for some really shitty choices down the line. They did ok with their DLC this time, so maybe next time GH3 will have twenty five tracks on the disc and the DLC will be $10 for three songs... the end result of people choosing to purchase overpriced content now is waaaay overpriced content in the future. Cost will go up, and value will go down.

Jerk Face @ Jul 13th 2007 9:54AM

Alright, seriously? That picture is the funniest fucking thing I've seen on here in a while.

And the title!

HA!

Comedy fucking gold! Good show!

Also: Anyone who whines about those prices is wasting their time. It doesn't seem to bother the MILLIONS OF PEOPLE who are going to pay it.

TonyBlair @ Jul 13th 2007 10:02AM

And by MILLIONS, you mean three hundred thousand, right?

Which is pretty fucking sad, considering the game sold that many in its first five days after release.

Spin, spin on PR guys, virtually nobody is buying your overpriced, rehashed shit.

Somebody tell Mr. Welsh to go lurk on their own forums, thatll give him an idea of how attractive and desirable their pricing structure is.

Jerk Face @ Jul 13th 2007 10:06AM

I will give you a touché on that, Mr. Blair:

Touché!

Mike @ Jul 13th 2007 10:08AM

To the former Prime Minister of Britain: There's very little statistical data available on what is or isn't a high amount of sales for DLC. The fact of the matter is that 300,000 packs sold could very well be excellent when compared to other pieces of DLC for other games. All that being said, more packs would have sold at a lower price point. There's no question about that.

Jason @ Jul 13th 2007 9:56AM

So if it's roughly $2 bucks/song for Guitar Hero, how much will a Rock Band song cost since it needs 4 pieces programmed for it? I would be surprised if it's cheaper... but if so, begin the price war!

Jerk Face @ Jul 13th 2007 10:02AM

While I kind of sounded like a dick in my post above, I don't LIKE microtransactions. I agree with Jason that competition in this niche genré can only help lower the prices and be good for gamers.

sheppy @ Jul 13th 2007 10:00AM

Personally? I didn't buy. But that's only because the one song I truly want hasn't dropped yet. Once Ziggy Stardust comes, some of my money will go away. But only for Ziggy.... he played guitar, y'know.

Jonathan Tran @ Jul 13th 2007 10:11AM

I just had to comment that that picture is awesome!

C. T. @ Jul 13th 2007 10:55AM

With 300,000 packs sold, it's likely that most people bought multiple packs, instead of each person buying one pack. So the number of people who find this price acceptable is closer to 100,000 (300,000/3 Packs until recently) than 300,000. I can't find how many copies they've sold, but the install base is probably at least 500,000 by now, at which point a 20% adoption rate for such desirable material is less than impressive. The large majority of people have rejected this overpriced content.

Mike @ Jul 13th 2007 11:02AM

Here's the thing - it doesn't matter whether we the customers are impressed with the adoption rate - Activision is. They're happy with what they're making from the people willing to buy these overpriced packs. The rest of us can go fuck ourselves as far as their concerned.

polly @ Jul 13th 2007 10:22AM

This is Activision's way of saying "GFY!"

Martez @ Jul 13th 2007 10:25AM

For some reason, I think of kids living with their parents whose Xbox Live accounts are tied to Mommy and Daddy's credit card, so they just download stuff, the same way they run cell phone minutes and download tons of ringtones at $3 a pop. Sure, they get grounded from for a couple of days, but the transaction has been made and they got what they wanted.

copa @ Jul 13th 2007 10:27AM

At $1.25 a song, I would have bought all twelve.

At over $2 a song, I have bought zero.

I don't know what the margins are. Maybe they are making more money in the end by charging 500 points a pack. But I wonder.

Kizzle @ Jul 13th 2007 10:31AM

About a year ago I came on here and said, regarding the horse armor, if you think this is bad, wait until they see how many idiots buy it. Horse armor will look like a bargain compared to the rape we experience later on.

The chickens are coming home to roost.

Can all you 'tards who bought these songs packs do me a favor and get yourselves fixed so you can't have offspring as stupid and lacking in self-control as you are?

mn @ Jul 13th 2007 11:30AM

Get off your high horse and shut the hell up. Nobody is forcing you to buy the content and you are NOT entitled to it. It's just a bunch of songs for a video game not some kind of plebeian right.

Some people feel that they get enjoyment out of these packs and that they are worth their money. That makes them retarded? You just spent eight bucks on a plastic guitar and you feel all self-righteous about people spending a few dollars for some extra songs? Shut. Up.

whosmav @ Jul 13th 2007 10:33AM

Stop paying for this shit you rich f*****s! The total price for GH3 will probably end somewhere like 200 beans!

Really though, it is all overpriced. All extra download content, if it isn't free or max 5 bucks, is overpriced. And yet I STILL have SF2 on the VC! Whats wrong with me?

Vader582 @ Jul 13th 2007 10:45AM

Oh fuck Activision...jackasses. I'm certainly not buying Rock Band or GH3 now. Cram it you greedy SOBs.

EdgeTurn @ Jul 13th 2007 10:53AM

Activision has nothing to do with Rock Band. It is being developed by Harmonix and published by MTV with EA distributing. No announcements have been made about Rock Band's retail or DLC pricing yet.

Hutty @ Jul 13th 2007 10:46AM

I don't think you guys are understanding the spin in this article. 300,000 downloads are not 300,000 individual customers paying for downloads. Its a safe bet that a majority of people who pay for DLC are buying all the available packs or at least more than one. That means that only 15% of the people who appear on the leaderboards have paid for DLC. Hardly a success in my opinion. I do think they could do better with a cheaper price.

That being said, I paid for all the packs. I wish it was cheaper, but its not. Oh well.

Martez @ Jul 13th 2007 10:47AM

Remember that Microsoft has a say in the price at the end of the day, and they wouldn't even let shit go up for free. It could very well be MS marking up the price to collect a higher profit. Considering some of the hits they are taking lately, it wouldn't really surprise me.

Remember, they're charging 100-freaking-dollars for a Wifi-adapter. STILL.

deaftly @ Jul 13th 2007 10:48AM

i got all the song packs, i dont care about the price, i have the money, the extra songs are fucking great, bark at the moon FTW, also will be buying rock band on day 1, suck it whiners

Farseer @ Jul 13th 2007 11:01AM

deaftly,

It's not an issue if you have the money - most of us do. The issue is that people like you set the stage for higher prices in the future.

Now, to trade jabs, it's funny that out of all the decent songs available for DL, you choose mullet-rock.
Also, it's funny that you can capitalize FTW, but not "i", but that also seems to reflect the mullet-rock preference...

RROD @ Jul 13th 2007 11:00AM

That's nearly $2Million in extra revenue.

Yar, it's a success.

Remember the old days when you got the complete game, for $49.99.

Those days are over!

Joshua @ Jul 13th 2007 11:00AM

I purchased one and I need to say that I am sorry.

I was drunk, though like so many other times when such a thing is said, that is simply not a good excuse.

Farseer @ Jul 13th 2007 11:05AM

:) I can't say that I haven't been there myself.

One Sunday morning I woke up with the full version of Doom on the XBL arcade. I have that game on my PC. Beer can be powerful...

BabyGotSnacks @ Jul 13th 2007 11:29AM

haha...man, if $6.25 is all you spent while drunk, I would say you made out pretty damned good. I mean, it could have been a lot worse, like say a pocketful of bar tab CC receipts and a walk of shame in the morning...er...not that I would know of anything about that.

murph @ Jul 13th 2007 11:05AM

i bought the first three packs because they had songs i wanted AND i had a bunch of free Billy Bucks.

this time...no way jose. i'm out of free points, no sale.

hahanoob @ Jul 13th 2007 11:08AM

I'm happy with DLC. The more games can be considered long term sources of income for publishers, the more freedom developers will have.

deaftly @ Jul 13th 2007 11:12AM

@Farseer

i bought the songs because i wanted to regardless of price, and you're calling ozzy mullet rock? with that comment alone, everything you now say is null and void. have a good one

Farseer @ Jul 13th 2007 11:31AM

Black Sabbath = Classic Rock / Heavy Metal
Solo Ozzy = Mullet Rock / Heavy Metal

Granted, this is a slippery slope, but when a metal band hit the 1980's it was practically guaranteed to become a mullet rock band (IMO). Some may argue that most southern classic rock is also mullet rock, but I figure that if is band is played on the same station as Poision, Scorpions, Whitesnake, and Warrant, then that band constitutes mullet rock.

Sue me.

Stan @ Jul 13th 2007 11:15AM

The thing that pisses me off the most about this story is instead of saying ANYTHING to try to justify the cost, or ease the minds of the fans, they basically just say EFF YOU. You bought it so we're gonna charge it.

Ninegauger @ Jul 13th 2007 11:19AM

They should've just ported the entire original Guitar Hero and released it at retail since the DLC is making it more difficult and more expensive to play these songs... but I guess if Activision is satisfied with those numbers they did right for themselves.

I just think they blew an opportunity for breakout success... and with competition coming out this year they should be avoiding hard feelings among the people they want to continue supporting them.

Crono @ Jul 13th 2007 11:27AM

I blame JohnnyBoy4U.

GH @ Jul 13th 2007 11:29AM

It's worth pointing out that 300,000 downloads is actually only about 15% of their total users - so I'm not sure how that qualifies as either a success or insatiable demand.

null @ Jul 13th 2007 11:36AM

A click through rate of 2% in online advertising is considered a success. You don't need to sell the content to every user for it to be successful. The cost to distribute is negligible and the cost to produce (these are previously made tracks with previously established distribution rights) which means that a high percentage of the revenue, much higher than the actual game sale, is profit.

300,000 downloads at 500 points == almost 2 million dollars. Not bad for a low cost add-on.

GH @ Jul 13th 2007 11:51AM

It simply can't be compared to online advertising. In this instance you've got a direct market composed entirely of people who presumably enjoy the game (why else would they buy it and play it), and therefore most, if not all of them, are presumably interested in buying additional content for that game. In which case they should be targeting a MUCH higher sales percentage than 15%, and a more acceptable price should easily achieve that goal.

BloodyDuck @ Jul 13th 2007 4:17PM

I have a hard time getting mad at Activision for this, since apparently they were right that people are idiots. But I'll reserve the right to be irritated at the idiots.

-Geoff
http://www.alinktothefuture.com

zero @ Jul 13th 2007 11:30AM

The concept of Microtransactions is the worst idea ever and this shows why.

Jason @ Jul 13th 2007 11:36AM

To all those who complain about jerks "setting the stage for future high prices", you might as well complain about capitalism in general.

"Stop buying expensive (insert product) so the rest of us can afford it!"

product: song packs, BMW's, houses, bag of milk

Sure it would be nice, but people are buying. You should want to work more hours to get some!

Mike @ Jul 13th 2007 11:40AM

alright Mr Kutaragi, this isn't a BMW, it's a song pack. Content that was released for the PS2 long ago. It's not a premium luxury car, it's rehashed content. It's overpriced, and rehashed. I've got no problem w/ paying for extra content, as long as I'm getting value for my money. The crackdown DLC provides value for my money. These song packs do not.