DLC is better than advertising

Written by Joe Martin

September 24, 2010 // 10:40 a.m.

Tags: #advertising #capcom #case-zero #dead-rising #dead-rising-2 #dead-rising-case-zero #dlc #keywords

Downloadable content is a better way to promote games than expensive advertising campaigns, says Capcom after the success of Dead Rising 2: Case Zero on consoles recently. Seems that the publisher has only just realised that, while advertising costs money, publishers can actually make money from selling DLC.

UK project manager Karl Reader told MCV that he expects other publishers to follow Capcom's example soon too.

"It's the most dynamic sales weapon we have ever had in our arsenal, giving us the equivalent exposure of a multi-million pound TV campaign," said Reader.

"We foresee other publishers will follow suit. With increasing development budgets and increased risk, several smaller projects is only sensible. What we are seeing is a precursor to episodic gaming with Capcom at the helm."

Capcom hopes that the success of downloadable prologue Dead Rising: Case Zero will drive sales towards the full game, Dead Rising 2.

The Japanese publisher has been so pleased with the success of Case Zero that it has announced a second episodic DLC pack, Case West.

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