Opinion: EA Access may mark a shift in retail model

EA's newly announced "Access" subscription program could be the harbinger of big changes to how we purchase games.

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The newly-announced EA Access isn't entirely forging new ground, but the publisher-exclusive subscription model could have a huge impact on how we consume games.

The primary impact could come not from EA itself, but from its industry clout. Love or hate it, the company tends to be a market leader, and that means where it goes, others follow. Its Origin digital distribution platform launch in 2011 was followed shortly by Ubisoft's revised Uplay store in 2012. It helped to popularize Season Passes, which are still in use today.

The track record hasn't always been successful, of course. EA's code-named "Project Ten Dollar" became the basis for Online Passes starting with Mass Effect 2. For a while, it was a widely used industry trend to stave off the threat of trade-ins. Gamers weren't fans of the scheme, though, and EA was forced to drop the idea. It was particularly candid in this instance, stating damage to its reputation and player frustration as factors, but it had still led the industry for years before the change of heart.

You can rest assured that other publishers are carefully watching this move from EA, and considering a similar model. Not every publisher could follow suit. As in the case of opening a distribution network, this is ideally suited for larger publishers. They would need the infrastructure to support a model, which costs money, and an annual library large enough to justify the all-you-can-eat model to consumers. A company like Ubisoft and Activision would fit the bill, but it's not a viable idea for publishers with only one big tentpole release per year.

Regardless, even if only those two publishers join up with similar ideas, it could mark a sea change for the industry. EA has set the de facto price at $30/year by being first out of the gate. At that price, two such subscription services would equal the cost of one game. For $90, you could theoretically have access to large swaths of the libraries of all three major publishers for as much as it costs to buy one "Limited Edition" version of a game. Gamers could potentially get quite a bit of value out of the prospect.

That value makes Sony's reaction to the news rather odd. In a statement, the company compared the service to PlayStation Plus and said it didn't determine that the service was a good value for gamers. Putting aside whether Sony was right, that's a question for consumers to answer for themselves. It's more likely that Sony wanted to avoid conflicts with its own subscription service, while Microsoft was not as protective of its less developed (and to most, less popular) Games with Gold program. If gamers embrace the move, however, Sony will eventually be forced to relent. 

Besides, EA has found at least one smart way to give a value-add to the service: early access. The announcement mentioned that subscribers will gain access to newly released games like Dragon Age: Inquisition and Madden NFL 15 five days early. It's a small window of opportunity, but it might be just enough to convince those who remain only slightly reluctant to pick up the service. 

We can't say how EA's experiment will work, but we do know a few key factors. If it is successful, other publishers will follow. Even if it isn't successful, others might jump on-board early as they did for online passes. That means we could be approaching a day when publisher-bsaed subscription services are the norm. As long as they remain a value for the gamer, it could radically alter the way we purchase games.

Editor-In-Chief
From The Chatty
  • reply
    July 30, 2014 2:00 PM

    Steve Watts posted a new article, Opinion: EA Access may mark a shift in retail model.

    EA's newly announced "Access" subscription program could be the harbinger of big changes to how we purchase games.

    • reply
      July 30, 2014 2:15 PM

      If publishers start doing this on the PC the various digital platforms may have to adapt accordingly. I can see Steam coming out ahead of this with their own version for publishers to join in on. Call it "Steam Subscriptions", "Steam Game Buffet", or whatever. Basically a separate store page like they have for early access except it lists which publishers are a part of it and the games available. Then people can mix and match what they want and pay for it all through steam client.

      Though if each publisher opts to do it with their own clients then this will be an interesting development.

      • reply
        July 30, 2014 2:48 PM

        If steam jumped on this sort of service, the games included were worthwhile and the cost wasnt too bad, I would be in that for sure. What I want to hear from EA at the moment though is all the little caveats. Give us full disclosure EA...lol like thats going to happen.

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          July 30, 2014 4:24 PM

          What if steam did like $40/mo lets you access all released games, and $20/mo lets you play anything in the catalog released more than a year ago?

          I was going to say 30 and 10 but that feels like wishful thinking

          I guess the problem is that all of their existing agreements are probably geared for direct sales.

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            July 31, 2014 3:10 AM

            To be fair 40 a month seems a good deal given the sheer number of games that come out each month and the massive number of older games to pick form.

            The only downside i can see is never been able to play since you are downloading forever to get every thing at once.

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              July 31, 2014 7:09 AM

              for $200 they'll mail you a hard drive with all the games already installed.

      • reply
        July 31, 2014 7:50 AM

        Steam isn't a publisher though, Valve is. I don't know that Valve has enough games to make a compelling service. I think EA will follow with Origin for sure.

    • reply
      July 30, 2014 4:37 PM

      I'm a bit skeptical. We have a few services already that will allow you to rent games for consoles and pc, yet they haven't really boomed. They're basically gamefly but EA games only.

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      July 31, 2014 6:05 AM

      No amount of money, especially to EA is worth it.
      not 10, not 5, not even a dollar.
      Its simple really, you buy the game you want, the company expands the game if it sells well. You choose to buy the expansion. This should not be a carrot and stick type situation. We've all been conditioned to this because of all the thumb exercises we do with our cell phone "games"
      This is not that.
      We do not subscribe to our living room games.
      We do not pay for demos
      Demos are meant to promote a game so a potential customer can gauge whether or not they wish to purchase it. Not the other way around.
      I just played a demo of a game last night, I liked it and bought it.
      That's how it works.
      I don't pay a subscription, to have the glory of playing demos that I may or may not like. See THEY already have your money.
      This hobby of ours is going to shit.
      No other industry would even dream of doing this. We must be retarded to think that these "services" are OK.
      Even a lease on a car gives you a FULL car, not a piece of a car with more to come (maybe).
      When you go to the car dealer you can test drive whatever you want before purchasing...see they don't ask for a fee so you can sit down and turn the ignition.
      Treat your wallet, money and OTHER customers with respect cause what you do affects others.

      OK, I'm ready for the disagrees....HIT ME!

      • reply
        July 31, 2014 7:02 AM

        It sounds to me like you're paying $5/mo (or less, if you do the $30/yr) for a bunch of older titles that would cost you a good bit more than that individually (but of course, you might have no interest in half of them), while also getting a discount worth *more* than your monthly rate on new titles.

        I'm ignoring the early access demo thing, because it's such a minor feature and not the one you'd buy this service for.

        Obviously the value of this depends on what ends up in the Vault over time, and how much you like EA/how frequently you buy new EA titles.

        If you were going to buy DA:I in November, it'd actually be cheaper to get EA Access for that month, buy the game with the discount, and hey, you get access to several other games during that month too.

        What's in it for EA is that they continue to generate some revenue/keep a community for older titles, while also encouraging digital adoption (which in turn prevents any reselling, renting, etc of your games).

        If you're the sort of person who just likes playing games, this is potentially half the cost of a new game for an entire year's worth of Vault-accessible games, plus some demos to try and sell you on newer stuff.

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        July 31, 2014 7:52 AM

        FIFA + BF4 for $30 for a year is a pretty good deal.

        "No other industry would even dream of doing this." other than film and music? You know the other entertainment industries?

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          July 31, 2014 8:30 AM

          Yes, two industries in steady decline. Look up the stats. I don't want to do the homework also.

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            July 31, 2014 9:38 AM

            You're saying that the music industry should have stayed with CDs?

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              July 31, 2014 11:05 AM

              No sir, I'm saying that the music, film and game industry require major reforms. Not a pay as you go plan.

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                July 31, 2014 4:06 PM

                Why do they need reform? They're all still doing well.


                Cinema: Despite the Motion Picture Association of America’s (MPAA) claim that online piracy is devastating to the movie industry, Hollywood achieved record-breaking global box office revenues of $35 Billion USD in 2012, a 6% increase over 2011.

                Music: Declining sales of recorded music were offset by increasing revenue from live performances and growing digital revenues, including streaming services. In 2012, some 34% of revenue globally (excluding revenue from live performances) was generated by digital channels including streaming and downloads, up from 27% three years earlier. In addition, worldwide sales of recorded music increased in 2012 for the first time since 1999.

                Publishing: In 2013, the global book publishing industry was worth some $102 Billion USD, larger than the film, music or video games industries. Although revenues from print book sales have declined, this has been offset by increases in sales of eBooks and the rate of growth is not declining despite reports lamenting the “end of the book.”

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                  August 1, 2014 4:35 AM

                  I think its important not only to quote this article: http://blog.moneysmart.sg/opinion/why-digital-piracy-may-be-good-for-the-creative-industry/

                  Which essentially took this study: http://www.scribd.com/doc/172985274/LSE-MPP-Policy-Brief-9-Copyright-and-Creation
                  and bend it to fit what the author wished to write about.
                  Read the study itself and you will see for example in the case of music that although revenue is up (because of the digital sales) overall music production is low.

                  Companies have found ways of receiving monies from us, yet lowered the quality and services in return. This is through out all the industries.

                  As I said earlier reform is needed. Quality for dollars. Quality for service. We, as a collective of hobbyist and consumers should demand a higher standard and a collective voice should be heard.

                  It boggles my mind to no degree when we have some of the most intelligent people on the planet in this hobby of ours, and we fight among ourselves and we zing one another over whose poor and cant afford some new trick, or argue over DLC practices or this whole remaster thing.

                  When, its clear we have the power here to shape, mold and dictate terms. Without our money's NONE of these companies would succeed. As soon as they get that message and we understand that change will come quick.

                  Issue is, are we ready?
                  Answer is no.
                  The ESA is a toothless, data collection organization. Perhaps we should give them more authority, to do more than dish out the latest metrics.

                  Obviously these companies are doing their homework. We should also.

    • reply
      July 31, 2014 7:07 AM

      It worked for Gametap

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      July 31, 2014 7:14 AM

      I hope no one uses this service.

      If we really found value in this then why wouldn't Gamefly be more highly touted?

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        July 31, 2014 7:47 AM

        I don't see a similarity to Gamefly at all. GF is more like Netflix or a normal rental store, albeit an online one.

        This is more like PS+ or GwG.

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      July 31, 2014 7:26 AM

      I bought 12-months of access last night. I figure between Fifa and BF4 I've basically broken even already.

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