Why the Industry Needs Exclusives
Posted by Scott Kieffer at Fri, Aug 27 2010 08:29:35 CDT 2339 views
With Mass Effect 2 coming to PS3, it seems there are no real exclusives anymore. But the industry needs them, and this is why.
Last week at Gamescom, BioWare surprised the world by announcing that Mass Effect 2 is coming to PS3. The series was previously an Xbox 360 and PC exclusive, something that Microsoft fans were quick to point out. And they had a reason to proud, since Mass Effect is one of the most successful and critically acclaimed RPG series ever. PS3 owners who previously missed out on the series are no doubt pleased with the move. But it represents a growing trend that might not be healthy for the industry as a whole.
In the current console generation we have seen a multitude of traditionally-exclusive franchises go multiplatform. Tekken appeared on Xbox 360, while Ninja Gaiden and its sequel came to PS3. Final Fantasy, which had been Sony-exclusive for about 7 iterations (not counting the spin-off Crystal Chronicles and MMO games), went multiplatform. Dead Rising, Lost Planet, BioShock, all started on a single console, but didn't stay that way. For game consumers, it might seem like a golden age, with so many choices available.
But there is a downside to the trend. As there are less and less exclusive games on each console, the reason to own both is dwindling. If nine out of year's top ten titles are on both systems, is it worth a couple hundred dollars to gain access to that last game?
The heart of the problem is product differentiation. In any market or industry, each individual competitor needs to mark out their territory, build their brand name, or show the consumers what makes them different. Wal-Mart prides itself on the lowest prices, Target tries to have the best organized and cleanest stores, Best Buy wants the most informed and helpful employees. Each focuses on different aspects of the experience, so that even though all three offer the same games and electronics, there is a reason to shop at all three.
This is just one example, but pick any industry and you'll find the same trend. Musicians try and develop unique styles, car companies have their own flair and features, restaurants specialize in certain foods. If you don't differentiate yourself from your competitor, you become redundant. Look at the failure of K-Mart as a national chain, partially due to its vague standing between Wal-Mart and Target.
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5 comments so far (post your own)You make some good points. I'm often tempted to go out and buy that Xbox 360, but then I wonder if it's worth the cash for a couple good exclusives. Although Xbox does still have Left 4 Dead and Fable, but who knows if those will stay exclusive? I can't imagine what would happen to Nintendo if they lost exclusive rights to Mario and Zelda and Metroid and all of those classics.
Posted by Lindsey Weedston on Sat, Aug 28 2010 04:03:10 CDT | #5
so, this hurts me the consumer how ?
Last I recall neither you nor I sit on the board of directors for Sony or M$.
If there was one less console you think EA or Activision would shut up shop ?
The only purpose they serve right now is that they cater to different kinds of fanboys.
And I will admit, some titles seem to gravitate to a particular platform.
Posted by bloody git on Sat, Aug 28 2010 04:53:53 CDT | #5
@ Bloody Git
As I said in the article, it would hurt you in the long run due to the lack of competition. All three console-manufacturers need to ensure that they have quality exclusive games, as part of the product differentiation process.
If they fail to do that, they could fold. And if one or even two of them fold, that means less or no competition within the market, which means quality for everyone will fall.
This topic is discussed almost daily by football fans, many of whom feel that EA has slackened their efforts now that they have the exclusive right to make NFL games.
For the console matter, there are examples too. If the Xbox 360 didn't exist with its Netflix, Sony would have never bothered trying to get it, and PS3 owners wouldn't have Netflix access right now. If PS3 didn't exist, there would be no pressure for Xbox to get a built-in wireless, and the 360 Slim wouldn't have that feature.
Competition drives the companies to come up with better products, better services, and more features, which means that the end users, us, win. So it is in the best interests of ALL gamers for the major companies to stick around.
Posted by SKGamer on Sat, Aug 28 2010 05:21:50 CDT | #5
Interesting read. I would say that although timed exclusivity may be bad for console companies, they're good for the devs and that reads good for gamers.
Even if one of the big 3 were to die off, the devs would still make games and since there would really be only one choice (unless the dead one was Nintendo) it would then be cheaper to make games because console companies wouldn't need to pay for exclusivity, leading to a willingness to take more risks.
Posted by Jafar O. on Sat, Aug 28 2010 08:20:06 CDT | #5
Lol you are pretty dumb, a single console remaining would stop competition, and that IS bad for the consumer.
Posted by itsme on Sun, Aug 29 2010 02:07:37 CDT | #5