Guillaume Rambourg: ‘Customers Hate DRM’
Speaking at the London Games Conference, Good Old Games MD Guillaume Rambourg said what should be perfectly obvious to anyone with a functional brain, proving that people with functional brains don’t often find themselves in charge of game developers: “Your customers hate DRM”.
I know, shocking, right? But in the scramble to limit piracy and perhaps force people into making purchases they don’t really want – cough online passes cough – gaming companies, much like music and movie companies, forget that making your customers unhappy isn’t great business. Not to mention the fact that, as anyone with a passing understanding of how to work a computer has known since 1999, DRM simply does nothing to prevent piracy, it just inconveniences the inexperienced, a fact Rambourg elaborated on handily:
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.”
Better still, he made the very obvious point that Pirates have already pwned everyone. “There is one industry that got everything right – piracy,: he said. “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.
Word to that. Seriously. But you know what also works? Making life slightly difficult for paying customers. So keep doing that, gaming industry, ok?