According to EEDAR analyst Jesse Divnich, Activision was a tad too generous when pricing Modern Warfare 2‘s record-breaking Stimulus Package DLC.
The content, which added five maps to the rotation — three new and two favorites from the first Modern Warfare — came with a price tag of $15; a price point that forced Infinity Ward public man Robert Bowling to explain its worth.
Divnich, however, feels that Activision could have added another $5 to the price and achieved the same results.
“The accepted commercial success benchmark for DLC for a console game is 20% of the install base,” he told IGN. “The stimulus map pack was able to reach that benchmark in just a week, and should reach 30 – 35% (of Modern Warfare 2 owners purchasing the add-on) through its lifetime.”
“It is evident that 2.5 million Xbox Live players felt that $15 was either just right or a good bargain and given the enormous quantity sold (2.5 million), I’d argue that Activision could have charged more and still obtain the same results.”
“Unfortunately,” now that MW2 players know what to expect when it comes to the game’s DLC pricing, it will be difficult for Activision to deviate. “However,” he continued, “Activision could employ some psychological tricks, maybe 5 new maps (no remakes) for $20? Or 5 maps and 2 skins for $20?”
“Whatever the case, you can bet that DLC prices are going to rise to the point where pricing reaches its most optimum in relation to demand.”