Ubisoft's CEO Breaks Down Piracy By Platform; New Tool Will 'Tremendously' Decrease PC Piracy

During yesterday's Ubisoft earnings call, company CEO Yves Guillemot outlined his thoughts on piracy as it pertains to each platform, from PC to handhelds.

Interestingly, Guillemot was especially concerned with Nintendo DS piracy in Europe. And in a surprisingly mysterious comment, the CEO said that a "new tool" possibly coming by the end of this year would "tremendously" reduce the effects of PC piracy.

We've broken Guillemot's comments into quotes on each platform, providing a view of the anti-piracy effort from the top of one of gaming's larger publishers:

On the Xbox 360 and PlayStation 3: "What we see is that it's very small on PS3. It's actually also good on the 360 because it's very difficult to pirate when you play the games with your machine online regularly--[Xbox 360 piracy is] a difficult thing to do because the risk is quite high."

On the PC: "All together, on home consoles, the piracy is low. But on the PC, the piracy increases quite a lot, and we are working on tools that will allow us to actually decrease tremendously the piracy on PC, starting next year in fact and probably one game at the end of this year."

On the Wii: "We see some piracy in some countries, but it's still small."

On the Nintendo DS: "What we are seeing in Europe, especially on the DS, is that the piracy is strong. We are working to put new figurines and new elements in the box that will change that for the future."

On the Nintendo DSi: "For the DSi, the piracy is a lot less than on the normal DS...[Piracy] is more affecting the DS than the DSi at the moment."

On the PSP: "It has always been a machine with lots of piracy. It's a machine we were not developing too much on...there are new ways to control piracy [on PSP] so we have reinvested on the machine."

On the difference between US and European piracy: "The DS is affected a lot more [in Europe] then the US, and the US we don't see the penetration...we expect a lower impact [on the DS] in the US than in Europe. It's more also the continent-side of Europe that is affected than total Europe."

"We see a different attitude towards piracy in the US than in Europe. We made a survey that is telling us that in the US, our consumers will be more willing to buy product than to pirate them. That's a major difference."

From The Chatty
  • reply
    July 28, 2009 7:08 PM

    I'm surprised piracy on the PSP is as high as it is when you consider just how much effort it required to brick the damn thing, flash the battery, use the battery to install older firmware, and then unbrick the batter. Or if you have a newer PSP, you have to actually BUY more things (a tool battery) to jailbreak the fucking thing.

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      July 28, 2009 7:13 PM

      ,"Our consumers will be more willing to buy product than to pirate them."

      Highly Fucking doubt it.

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      July 28, 2009 11:56 PM

      Have you heard of craigslist? $20 will get someone to use their own Pandora battery and flash the firmware for you.

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        July 29, 2009 12:40 AM

        You're completely missing the point. The point is that you're SPENDING MONEY TO PIRATE GAMES, which completely defeats the purpose of why people pirate games in the first place: so they don't have spend money on them.

        And you may consider it simple, whatever, but it's really not a simple process. It's a complicated one that involves a lot of steps where things can go wrong even if you do it the right way, which is an extremely huge hurdle for the average user to jump over.

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          July 29, 2009 6:35 AM


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          July 29, 2009 9:21 AM

          No, when I had my PSP cracked it was because I was going to China for two weeks and there was no way I was going to carry ten UMDs with me for the two 18 hour flights over a few MemoryStick Pros, especially considering the extremely poor battery life when using UMDs.

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      July 29, 2009 12:16 AM

      It's not that hard if you do your research. I spent a couple hours reading up on it and was able to do it fairly simply. Just follow the tutorials. Hardest part was opening the battery. Just be sure to get the right tools to do the job or else you might regret it. Poor tools could cost you $20 for a replacement battery.

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