Good Old Games MD Guillaume Rambourg is sending a wake-up call to software companies, saying that their anti-piracy measures are hurting sales rather than helping them, and damaging customer loyalty in the process.
While online distributor GoG.com typically sells classic PC games, sales of DRM-free copies of The Witcher 2 were higher, with the exception of Steam, than all other digital services combined, including the likes of Direct2Drive, Impulse and Gamersgate.
Rambourg attributes this to the simple fact that people hate DRM – to the point where it actually dissuades them from purchasing a game.
Speaking at the London Games Conference, he said, “Your customers hate DRM. DRM is making companies feel safe while they handle some business, they are trying to protect their product and protect their sales, but the reality is very different.”
“The reality is DRM does not protect your content. Every game is pirated within a few hours of release or more often before it’s released. DRM is not protecting your product or your sales, it’s going to harm your sales in the long run. By putting DRM in your games you are working against your consumers, you are harming those you should cherish. It’s only hurting your loyal consumers which is counter-productive.”
Rambourg argued that the popularity of piracy can be partly attributed to cracking outfits having a better idea of what their “customers” want; saying that the piracy has a better understanding of digital distribution than the games publishers themselves.
“There is one industry that got everything right – piracy. Piracy quickly understood that digital needs to be simple and easy. That digital consumers are expecting a fast and easy experience. You should treat piracy as competition not as an enemy. If you treat it as an enemy you are blinded and you don’t pay attention to what they are doing right.”
Rambourg said that if legitimate games were as easy to use as pirated ones, it would go a long way in solving the problem. He promotes the engendering of loyalty amongst consumers, and advocates brand protection over sales protection. According to him, DRM-free works, and his company proves that.
“DRM free works and we know it. You have to create some emotional attachment. We bundle games with wallpapers, soundtracks, manuals, and it doesn’t take a lot of your time and it makes consumers happy.
Rambourg also takes issue with regional pricing, saying that at GoG all customers have access to the same product at the same price, regardless of location.
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