Myths of the Game Pre-order

Article first published as Myths of the Game Pre-order on Technorati.

Borderlands2 released today (September 18,2012) with lines stretching around the block at GameStop's and Best Buy's across the land.  They were populated by hopeful fans of the anime styled RPG who wanted to be among the first to play the game.

Sadly, most of those people missed out on all those special game bonuses only available with the pre-order.   Membership has its advantages and those in the Pre-order club have undoubtedly gained an advantage over the rest of us who may have questioned the $60  price tag.

 Or have they?

Like any marketing program, success depends on perpetrating a myth.  In this case the myth promises premium content for a premium price.  Reality bears far less luster, however. 

If given the opportunity to get a leg up on everyone else by paying a little early then why not shell out the pre-order premium, right?

This is the first myth that leads us to believe that we're buying into an exclusive club with perks only available to a select few. 

Unfortunately, we soon find the perks do little to enhance the game instead providing only a small ego boost when we show our "special item" to our friends.  Remember SergeantJohnson in the Halo 3 ODST Pre-order?

 Exclusivity is a foregone conclusion as well when you realize that millions of other players took advantage of the same pre-order.  Borderlands 2 is reportedly 2Ksoftware's highest selling pre-order to date by the way.

Another popular myth of the pre-order is the misplaced belief that first come is first served.  This is why gamers wait in lines at midnight to purchase a copy hoping to be among the first.  As though a shield of exclusivity guarantees a better experience than those who passed on the offer.  Ask the day one Diablo 3 players how that worked out.

The last myth is less often seen in these times of $60 pre-orders but is still believed. 

This one's all about price.  A few years back when  pre-orders were still relatively new, the primary reason to take advantage was a reduced price.  It's a practice still seen but rarely offered .  When it is the discount isn't all that attractive. 

Borderlands 2, for example was available for $54 until July 30th on Valve's Steam service.  Not a compelling motivator for the price conscious.  Publisher marketing teams have redefined value as full price plus extras instead of full value for the money.  Think of it as the useless toy in a McDonalds Happy Meal that adds nothing of value to a bland overpriced  child's meal.

Pre-orders are just one in a collection of marketing tools in a sales arsenal.  Developer's could care less once the game's complete and publishers only care so far as their revenue forecasts can take them.   To ensure the golden goose keeps laying, publishers have turned to subscription models and add-on content known as DLC's. 

Considering the long legs and eventual  discount pricing of a game franchise, it's unreasonable to pay a premium just to be the first.