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Reader Discussion: Has Activision's Recent Marketing Foibles Changed Your Opinion Of Destiny?
Bungie has a lot of dedicated players that are still hooked on Destiny thanks to a slew of post-release content. Players have invested a lot of time into their characters and the world, not wanting to miss out on anything. Recently, Activision hasn't had the best messaging about upcoming content in terms of pricing and exclusivity. My colleague, Mike Futter, broke down some of these foibles in a recent editorial, discussing what Activision should have done better. Unfortunately, the marketing missteps have done some damage, making some fans question Activision's recent choices and their commitment to the popular game.
For those not in the know, The Taken King is the next expansion. The price for it alone is $40, more than previous expansions, but Bungie has also stated that this new expansion is much larger than previous entries like The Dark Below or House of Wolves. Also available is a Legendary Edition, which includes the base game and the two previous expansions for $60, and a Collector's Edition, which contains the same as the Legendary Edition plus physical items, in-game emotes, and armor shades for $80. Currently, there is no option to allow existing players to acquire the collector's edition real world or in-game items without repurchasing everything.
In an interview with Eurogamer, The Taken King creative director Luke Smith was asked about the issue of asking consumers to repurchase content they already owned. Smith's response suggests that Bungie and Activision are comfortable with the current value proposition.
Then this morning, we heard news of an additional DLC mission for The Taken King, but it would be available as a timed exclusive with Red Bull. As Mike Futter suggested in his analysis, this was poor timing given fans' disappointment over the recent interview response. By purchasing marked cans of Red Bull, fans can access this mission at The Taken King's September 15 launch, whereas those who don't won't be able to play it until January. A partnership like this is old hat for Activision, but that doesn't mean gamers aren't aggravated about having to purchase Red Bull to access in-game content at launch.
Do you feel there's been a failure in messaging connected to Destiny in recent days? Are there deeper issues at play regarding a disconnect between Activision's plans for the game and the fan community's expectations? Or is the issue being blown out of proportion? Share your thoughts on the matter in the comments below.
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