Consumers conditioned to jump on these deals will obviously reject full-price releases. Steam sales are an event where players can snap up a pile of quality games for low prices, or even a whole franchise for the price of just one new release. The culture of cheap sales and bundles for PC gaming is partly to blame here, too. Playing games is an expensive hobby, so which store is the gamer going to opt for? If you don't know anything about a retailer's past (and really, unless you're a dedicated player, why should you?) then you'll buy from the store with the best price. It's £20.83 - less than half price - on G2A.com. Why else is there a business in selling cheaper game keys in the first place? Because digital prices are too high on PC, just as they are on console.įar Cry 4 costs £44.99 on Steam and Uplay. Fraud only leads to increased prices, and digital prices are already too high. Allowing companies or individuals to undercut and sell-on unauthorised keys isn't good for the consumer in the long term. It needs to protect its business and profits. Customers should have been warned their games were to be cancelled.īut you can't blame Ubisoft for taking action. Anyone's going to be shocked to discover a game has vanished, and the instant reaction is probably to blame a company that already has a poor track record with its consumer products. Ubisoft didn't go about this the right way. The publisher told Eurogamer that sellers via G2A's marketplace had bought keys "fraudulently" before selling them on to customers at a knockdown price. Yesterday it came to light that Ubisoft has been deactivating copies of Far Cry 4 that were bought from unauthorised third-party sellers. Imagine how you'd feel to discover your entire game has gone AWOL. I get angry when I can't log-in for five minutes, or if I have to download the latest DLC. Some players have been booting up their PCs to discover games have disappeared. "How are you going to sell me Far Cry 4 for £45 when I can pick up Far Cry, Far Cry 2, Far Cry 3, Far Cry: Blood Dragon and extra DLC for just £30?" Publishers need to drop PC games prices in order to stem the flourishing grey market, says Matt Martin.
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