It is widely acknowledged that Dragon Age: The Veilguard fell short of EA’s expectations upon its release. While the game was favorably received, it experienced a staggering decline of nearly 50% in player engagement compared to the company’s forecasts. This underachievement may be attributed to ineffective marketing strategies and lingering concerns that the game diverged too far from what longtime fans of the franchise desired. In a strategic move, EA has decided to add The Veilguard to Game Pass, a decision that could prove highly advantageous.
Bringing one of the most anticipated titles of 2024 to Game Pass illustrates EA’s understanding of how to reposition underperforming games. Game Pass represents an ideal solution for titles that have struggled, such as Dragon Age, by giving them a much-needed marketing boost. This platform offers a unique opportunity to showcase games to potential players who may not have initially engaged with them, thereby increasing exposure and player acquisition.
Dragon Age: The Veilguard’s Underperformance
Sales Figures Lagging Behind EA’s Expectations
Upon its release, Dragon Age: The Veilguard received positive reviews, including accolades from ScreenRant. However, a recent EA press release indicated that player engagement figures reached only 1.5 million, falling significantly short of the company’s expectations. This lack of sales has posed a serious challenge for the company, as the game needs to perform markedly better to be deemed a success. Fortunately, there are still measures EA can enact to help the title recover financially.
According to a post by MADkurious gamer on X, the development cost for the game was approximately $250 million. Consequently, the game would require around six million copies sold to break even. Although initial profit reports are available, they fall drastically short of the target, as game sales typically decline after the first quarter rather than spike.
In the first quarter, EA aimed for sales of about three million copies to achieve break-even or profit within a year. Given the current trajectory, Dragon Age seems unlikely to meet these benchmarks. As such, EA’s decision to explore new marketing avenues, including the move to Game Pass, is both prudent and necessary.
The Benefits of Game Pass for Underperforming Titles
A Second Chance for Dragon Age
Xbox Game Pass serves as more than a simple gaming subscription; it revitalizes titles like Dragon Age: The Veilguard, which initially struggled to capture a loyal audience. Game Pass enhances player engagement, boosting both sales and overall game reception by making the game accessible for a low subscription fee. Personal experience reveals that platforms like Game Pass can influence players—many, including myself, have discovered beloved games through the service.
Originally priced at $70, purchasing Dragon Age: The Veilguard required a significant commitment for uncertain buyers. However, Game Pass also offers discounts on games within its library, potentially driving further sales. Ultimately, this strategy maximizes exposure for The Veilguard, which is valuable for its long-term success.
Additionally, it appears that Ultimate Game Pass subscribers may receive a complimentary trial of the game. This could entice users who are unaware of their genuine interest in the game, subverting prior assumptions. Such a tactic allows individuals to engage with the title without substantial risk.
It’s essential for new players to approach The Veilguard with an open mind. This game diverges from the established formats of previous Dragon Age installments. Adjusting expectations is crucial; those anticipating a classic RPG may find disappointment, while players willing to explore the game on its terms may uncover a rewarding experience.
The Advantages of Game Pass Deals for Publishers
Mutual Benefits for Developers and Microsoft
The documentary by NoClip delves into what game developers can anticipate when partnering with services like Game Pass. However, it’s important to note that every developer’s agreement varies. Game Pass offers unique arrangements tailored to the specific needs and expectations of each title. While The Veilguard’s agreement may differ, financial benefits frequently evolve beyond initial payments.
Developers can receive payment through multiple avenues, including upfront payments dependent on studio reputation and production costs. This model is particularly advantageous for indie developers in need of immediate funding. In contrast, larger studios often negotiate more substantial upfront payments or revenue-sharing agreements based on downloads.
EA is likely to experience an uptick in sales for Dragon Age: The Veilguard thanks to its availability on Game Pass, which serves as a compelling marketing tool. It is reasonable to deduce that EA might secure an upfront payment focused on download goals rather than merely maximizing upfront financial returns. Game Pass effectively markets games, and offering a trial to players can significantly benefit EA more than traditional promotional efforts, especially considering the high costs associated with conventional marketing strategies.
Potential for More Titles on Game Pass
Game Pass as a Marketing Strategy
EA’s decision to include Dragon Age: The Veilguard on Game Pass is a commendable strategy, one that other publishers should consider. This AAA title clearly requires extra visibility and support; it’s not simply an effort to salvage a poor product. Other developers who are also facing challenges in gaining traction should explore this route, as Game Pass provides unique marketing opportunities that can lead to increased sales and broader player engagement. Such strategic exposure is rare and undoubtedly worthwhile.
As a long-time Game Pass subscriber, I frequently explore new additions to the service. Users like me often actively seek out fresh gaming experiences on Game Pass. Consequently, EA is poised for a noticeable boost in sales for Dragon Age: The Veilguard through this platform, making it an intelligent choice for publishers facing similarly low sales figures. Embracing Game Pass could provide the much-needed visibility that many games require in an increasingly competitive market.
Source: EA, MADkurious gamer/X