Although it was speculated that the Modern Warfare® 2:
Stimulus Package, which cost 1200 Microsoft xBox live gamer points (~$15), would fail due its premium pricing (also known as high cost), a press release delivered today from Activision assures us that this and other DLC packs for the Call of Duty series have been a massive success, selling more than 20 million units in total.
SANTA MONICA, Calif., Aug 02, 2010 /PRNewswire via COMTEX News Network/ — Activision Blizzard, Inc. (Nasdaq: ATVI) today announced that during the quarter ended June 30, 2010, life-to-date map packs for the Call of Duty(R) franchise surpassed 20 million units. Call of Duty remains the #1 best-selling first-person action franchise in the U.S. and Europe, according to The NPD Group, Charttrack and GfK, and has consistently raised the bar for the video game industry with its innovative and engaging online multiplayer experiences and downloadable content offerings. The most recent map pack for the franchise, the Call of Duty(R): Modern Warfare(R) 2 Resurgence Pack, was released on June 3 for the Xbox LIVE(R) online entertainment network and on July 6 and 7 for the PlayStation(R)3 computer entertainment system and Windows(R) PC
That’s $300M of revenue from a few tiny pieces of downloadable content for a popular game. To me, that proves that DLC-premium-added videogames have a working business. As long as your game is popular enough, you will be able to aggressively release and price DLC.
What do you get for your $15? Microsoft describes the “Stimulus Package” DLC as:
The best-selling Xbox 360 game of all-time just got bigger, with more epic multiplayer content, first on Xbox LIVE! The Stimulus Package delivers 5 additional action-packed multiplayer maps featuring a variety of locations: “Bailout,” a multi-level apartment complex; “Storm,” an open industrial park littered with heavy machinery; “Salvage,” a snowy junkyard fortified by stacked debris and crushed cars. Two legendary fan-favorites from Call of Duty 4: Modern Warfare return, including “Crash,” a war-torn urban environment; and “Overgrown,” which features a massive dry creek bed.
Disclosure: At the time of writing, the author had an investment interest in Activision-Blizzard common stock.
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