According to COO John Schappert, speaking to investors about the year end financials, over 70 per cent of new purchasers of Mass Effect 2, Dragon Age: Origins and Battlefield: Bad Company 2 redeemed their Project $10 bonus codes, while the number of consumers purchasing the code for the used copy a game was a “low single digit percentage”.
Honestly I’m surprised it was that high. Dan can speak for Dragon Age: Origins but I found that none of the content was worth the $15 they were charging for ME2. And I was stoked about the Firewalker Tank.
So was it a successful idea? Depends on what you use as your metric. IF you judge it by % of purchasers of used games who paid for a code then it was a failure. If you judge it by how many people bought new instead of used due to the code being “free” at that point, then who knows. There is no way to measure that accurately if at all. The best you could do is a survey of the buyers.
But there is a third way to test this. How many purchasers of new copies downloaded the Firewalker pack? Why that one you ask? It was the last freebie offered for Mass Effect 2 and it was released 2 months after ME2 was released. Why is that important? It means the people who downloaded it still had their copy of ME2 2 months after release. Greater than 80% of the money a developer/publisher makes on a video game comes in the first 2 weeks of sales. By enticing customers to not only buy new but to keep their copies for longer they significantly reduce the number of used copies in circulation. This in turn increases the probability that others will buy a new copy due to the lack of used copies at their local Gamestop. So by this metric Project $10 has been a great success.
Congratulations EA on a successful experiment.
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