One thing that puzzles many of us when purchasing a game is why digital versions of video games are generally more expensive than the retail versions. While retail games see extreme price drops on a daily basis, digital games generally retain their pricing and are only discounted occasionally. Ubisoft CEO Yves Guillemot has explained why this is.
“Digital is more reactive than what we put in stores, but at the same time, it doesn’t react as fast on consoles than it does on PC,” Guillemot said. “What we can say is that when games are older than one year, digital is a lot more dynamic on console because there are less units in stores. It’s a new business, a new trend, and we think all this will get more in line with time, but for sure, at the moment you see all sorts of prices depending on who is doing a promotion for that specific week.
“If you look at the PC [post-release discount] trend, I think you will see that on consoles, but you will have to wait a little bit of time for that to happen with the same speed,” he continued, suggesting Ubisoft could become more aggressive in discounting digital console games in the future.
“On digital we will not sell [a game] for a lower price compared to physical. After a few weeks or few months things can change, and as Yves has been saying, sometime you might have a promotion on Amazon [that is] not on GameStop, but we can also react on the digital side.
“We are actually more aggressive on the PC side where digital is very, very strong. We tend to be more conservative on the digital side for more console and more flexible on PC.”