Seems to be a lot of emotion concerning the pricing for TTK. But, emotion really has no place in a business. So, we should look at this from Bungie's POV.
Why is Bungie in business? Or, more globally, why is ANY company (even non-profit ones) in business? Why do people go to work every day? Is it because they love their job? Nope. If that was the reason, they'd be a volunteer (and even then, there is usually an ulterior motive of making oneself happy). The reason is that "Bungie wants to make money."
There, I said it. Isn't that disgusting? Wait - that's an emotional response! So, let's look at a logical one.
Bungie (and Activision) has obviously performed numerous pricing studies before they set a price for TTK. The first step is to determine the cost of making the game. The sale price can be no lower than this amount. But, you rarely set a price for an item below the cost to manufacture it (exception being a loss leader - look up the term if you aren't familiar with it). So, we have to assume that they want to profit from TTK.
How do they set a price? They run numerous statistical analyses and study groups. In the end, they have figured out that if they set the price any higher, a critical number of people WON'T buy the game, and although they make more money per unit, they will lose money overall. On the other hand, if they set the price any lower, more people WILL buy the game, but they will make less money per unit, and will lose money overall. So, the price is set at this certain point.
So, how should we feel about it? I've seen lots of things: "We're paying for the games we already have!"; "It's more expensive in other countries!"; "It's 2x more expensive than any other expansion!" Those are all valid points, but they don't take into account the big picture.
Yes, it's 2x more expensive than TDB or HoW. But, by all reports, it contains more than 2x the material. You get a raid, more story missions than any other expansion, multiple strikes, new subclasses (first time in an expansion), new crucible modes, etc. So, yes, it should cost more.
As for the "We're paying for games we have." That could be one way to look at it. But, let me offer another way. And, until Bungie sells each Collector's Edition trinket separately and we know the price for each, this is just as valid a POV as any. You are getting them free. You pay $40 for TTK, plus $40 for the trinkets (either in-game and/or physical). And, TDB and HoW comes free, for those who don't happen to have it.
"What about all of us who paid $80 million for this stuff when it first came out?" Well, that's the risk that "early adopters" take (another business term). It's no different than those people (like me) who paid $1000 for a DVD player back in 1999, or those that paid full price for an NES Mario game that you can download to your phone for free.
Ultimately, the ugly truth is that Bungie wants to make money. They want to keep you just happy enough to keep you buying their stuff. If they were to bend over enough to make EVERYONE happy, they would lose money. So, for all you people bellyaching about pricing and whatnot, you can find some solace in the fact that Bungie, in setting the pricing and content for TTK, has already studied people like you, counted you, and decided that they can still turn a tidy profit without you. In other words, you are dead to them.
Like I said, this isn't pretty. But, it IS business.
(Oh, and me? Yeah, I'm going to pay the $80 for the full collector's edition.)
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Nice post. I would only suggest, maybe, we have reached a tipping point. 1) a tipping point for the player base, having experienced all of the monetarily prioritized choices made by Bungie so far. and 2) enough dissent in the player base that has gotten attention of someone important at BungieVision. Efforts by the "people" to change the world as it exists will always be burdened with the overwhelming reality you suggest. But thank GOD there are people who still carry on the fight, otherwise nothing would ever change. You have obviously decided which master you will serve. That is your right. Hopefully there are enough of us willing to carry on with a vigorous dissent in an effort to balance out the equation in favor of the player base. (Oh, and me? No, I'm not going to buy the TK DLC update or any other Destiny update until some more important changes are made.)
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Ever heard of those buy one get one half off or free deals? Businesses do those to keep customers if their shit is over priced
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the people complaining are just annoying... I'm not sure why people think they should get things for free... its because their mommy and daddy are still paying for their shit, so they complain about it since they have to do chores or take the garbage out for mommy to buy it....
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I just have a hard time sympathizing with a soley profit-driven model for the video game medium - one that is currently trying to prove its validity as an art form. We instantly demonize blockbuster movies like Transformers for maximizing profits at the expense of quality, but the same comments about those type of movies dragging down the entire medium in the eyes of the public also apply to the worst examples of exploitative pricing models in video games (though I don't think Destiny is nearly one of the worst examples of this). If we allow the industry to stay a profit-driven gridlock, which is what typically de-incentivises new IPs that aren't as reliable of an investment as Destiny was, then it never gets to be more than that.
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Company < customer = good business.
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The sad part is, such a small percentage of players understand BASIC economics.
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Edited by DaCannonnn: 6/25/2015 8:43:01 PMStrange that being such a savvy business man as you are that Business Insider doesn't agree with you. Lawl. http://www.businessinsider.com/the-destiny-revolt-wont-end-until-these-two-issues-are-addressed-2015-6
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Yes everyone should pay!
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This... Good job...
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Bungie is a company not a charity. This post is exactly what is going on. It's just people won't or can't deal with life. They have to hate something. It's the same with thorn.
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Why the collector 80$ ?
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"Bungie (and Activision) has obviously performed numerous pricing studies before they set a price for TTK" Was that before or after they removed it from the original game?
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I just thought of something. A lot of people are focusing on Luke saying, "If I fired up a video right now and showed you the emotes you would throw money at the screen." But, let's think about this for a second. What if your character did the Carlton? Or the MC Hammer? Hell, what if he did the whole Vanilla Ice dance? Or if you're rocking a female human character, she twerked? Yeah, I see any of that, and I'm throwing money at my TV.
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I agree with you, however your missing a key element. The money issue isn't the only reason why this thing blew up. IMO it was mostly due to the communication style of Bungie and the fact that we all kinda feel like test tube subjects from time to time while playing this game. Issues from lag, to no matchmaking (I don't want it but most do), to vault space, to vague descriptions and communication from Deej and team, to even the very start of destiny when we all exhausted the entire content in like 3 weeks and were left to grind for hours for faqing materials.... This was the tipping point. And it's strange because there's something about destiny that keeps us all coming back, but so passionate about how it could/should be.
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We have another college grad in the forums ;) middle schoolers and basement dwellers still won't understand.
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I can't believe you really typed all that as if it were some brilliant insight.
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Edited by septarn: 6/25/2015 4:42:08 PMI agree with free market capitalism however these days we do not buy games, we buy a license to play the game. In the case with the collectors edition, we are being asked to pay again for a license we already own just to get special add-ons. That my friend is unethical at best. But you know "buyer beware".
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Look at it like this you had hopes for this game so you preorder the game, when you get it, it was half done to say the least. The lack of storyline and weapons and armour that we would even use makes you feel like you put your money into false hopes. The same goes here, they promise a lot of content but show us almost none of making us again feel like we are putting our money into false hopes yet again
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I could not agree more! As I am running a business myself, our clients are important to us. Equally important is getting money from them. Money we need to pay our employees and pay our bills.
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This doesn't bother me at all, I don't care if they want to make profit, because I've just finished my 2-year course on games design so I know a bit about the industry. What pisses me off is that the pricing for other countries is completely unfair, even for a digital download. Last week on the Xbox Store UK, TTK was £27.99, a little over what you'd get if you converted $40 to £££, but now it's been stealth-bumped to £39.99, roughly $63. I don't care if this is all Activision, Bungie, or tax, I just wish they'd give an explanation to their public about why other countries have to pay so much more than the USA. That's what bothers me about this DLC.
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Tl;dr Bend over and take this lube
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"On the other hand, if they set the price any lower, more people WILL buy the game, but they will make less money per unit, and will lose money overall. So, the price is set at this certain point." You say this; as if, they are distributing a physical product that requires massive amounts of material resources to produce. Most players are going to buy the digital version which adds zero cost to the distribution and manufacturing cost. You can't loose money on volume if you're not experiencing higher expenses by satisfying that demand. Even if you factor in material cost of physical copies for paper and plastic, these expenses are minuscule.
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*1000
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Corporate shill
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Feel free to go check out my post I just made evaluating monetary value to actual content provided by this expansion. I'm currently a double majoring business student in my final year and can respect your logical approach to the pricing, and I respect Bungie and activision for pulling this off. The truth, though, is that TTK has a real price of around 60 dollars if you buy enough red bull to get instant access to all content. This is the price of the vanilla game, and it provides about half the content. I said the same about the expansions before you state that TTK has more than twice their content. We've been overpaying all along, and we will continue. We love this game, and that's the sacrifice we make. Bungie themselves stated that this price can be explained because we value the content more now than we did a year ago. They are being STRICTLY business, which I could appreciate, if big, unethical business wasn't completely morphing this treasured entertainment industry.
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You didn't mention anything about it being more expensive for those in the UK than the U.S.