Bungie’s Disastrous ‘Taken King’ Interview Could Have Ramifications For ‘Destiny’

Posted: June 22, 2015 in Opinion Piece

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by Paul Tassi

Bungie has stepped into an easily-avoidable minefield with a recent interview conducted by Eurogamer with Taken King Creative Director Luke Smith. The interview, which has been spread around the Destiny community far and wide since it was released, is incredibly testy and has rubbed most who have read it the wrong way.

Tom Phillips, the interviewer, sets out with two missions in mind. To understand why players who want the bonus content of the Taken King Collector’s Edition, new emotes and cosmetic items, have to rebuy content they already have, namely the base game and original DLC, in a pack which retails for $80 in the states. The second question is what exactly The Taken King contains where it’s worth a full $40, a very hefty price for DLC, and even for a full expansion in some players’ eyes.

What follows is Luke Smith doing everything possible to fumble the answers to both of these questions. I highly suggest you read the entire interview because from start to finish, it’s kind of astonishing how tone deaf every aspect of it is.

Without copying and pasting the entire thing, the long and short of it is that Smith can’t announce any new plans for players to get this extra content without rebuying things they already own, and he acts like he doesn’t understand why this is a big deal.

“It’s about value,” he says. “The player’s assessment of the value of the content.”

Meaning, Destiny fans will spend $80 on stuff they already have if that’s how badly they want new emotes and rare cosmetic items, and Bungie would be stupid not to let them. “If I fired up a video right now and showed you the emotes you would throw money at the screen,” he says, in the most quotable line of the interview.

Smith also defends the high price point with the notion that the DLC contains more stuff than all DLCs before it, but Phillips presses him on the fact that when it almost costs as much as the base game, it should have close to the same amount of content, and he has little else to say in reply.

I’ll even forgive this last issue for the moment. Like it or not, many high-priced expansions in this day and age don’t contain anywhere near the content of the original game, even with a high price point. Diablo 3’s Reaper of Souls expansion, for instance, was similarly priced to The Taken King, yet contained only one new Act (joining four) and one new class (joining five). Hardly 2/3rds the content of the original fans were hoping for. Similarly, $20 DLC doesn’t contain a third of what the original had in it either. That’s often just how it goes. That doesn’t mean Bungie and Smith are right, just that this is a common issue.

taken-king

But the first issue about the Collector’s Editions and the exclusive emote and items? It’s just unforgivably stupid.

This issue has a solution so blindingly obvious it almost doesn’t even need to be said. Yes, Bungie wants to encourage new players to pick up Destiny, but the main draw of the Collector’s Edition isn’t these in-game items players want, it’s that you get $140 worth of content for $80. Veteran players just want a chance at their own Collector’s Edition that gets them The Taken King and these emotes and items, given that they already own everything else. So what to do?

Option 1: Bungie crafts such a Collector’s Edition and sells it for a bit more. $50 or so.

Option 2: Bungie just gives these sought-after items away with the full-priced Taken King as a “thank you” to longtime players.

I think option two has always been the obvious call because these items mean nothing to Bungie, and they’re not cannibalizing the existing Collector’s Edition that comes with them, because that’s aimed at people who don’t already own the game. Charging an extra $10 in a separate edition for a couple of emotes wouldn’t be great, and yet it’sstill better than the current state of things where literally the only thing players can do to get these items is to spend $80 on a four-piece content pack where they already own three pieces. It’s madness, and this smug interview is turning many fans off to The Taken King entirely.

What’s the most worrisome about the Luke Smith interview is not just its tone-deafness. It’s that he implies that Bungie could actuallybe considering selling things like emotes or shaders or cosmetics separately, something that hasn’t been touched on at all in the game’s existence so far. The lesson that this might be teaching Bungie is that players are willing to spend absurd amounts of money for something as simple as dance moves or class items, and instead of going the other way and gifting them for loyalty, they could set up shop and sell them as pricey microtransactions instead.

The entire interview is absolutely worth a read, and Bungie has to be scrambling for damage control after this. I have to believe that by the end of this week (or even the end of the day tomorrow at this rate) there will be something announced that will allow current players to get these emotes and other items without the $80 Collector’s Edition, and after this debacle, it had better damn well not cost anything for what amounts to a few bits of code.

If Bungie handled this the right way, maybe they could have started selling cosmetic items for real world cash, but now, all Luke Smith has done has made the developer look money hungry and almost delighted at the degree to which they can exploit their most loyal players. I know that philosophy can’t be shared by Bungie as a whole, but they have some serious work to do to make up for Smith’s missteps here.

Update: From Bungie Community Manager Deej: “Year One players won’t get the same perks as people who buy a collector’s edition. They’ll get something better. Tune into the Weekly Update for more.”

Four dance emotes?

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