The traditional approach to buying and owning games is moving towards a radically different model, where subscriptions and temporary access are becoming the norm. So Ubisoft invites us to rethink the way we consume video games with the new Ubisoft+ subscription offers.
Ubisoft seems to be playing with fire (again) by calling the good old physical format of games into question. Basically, they want players to pay not for owning the game, but for the right to use it for a given amount of time.
Philip Tremblay, the man in charge of subscription strategy at Ubisoft, explains that you have to get used to owning your games. Just imagine having the option of renting a car instead of buying one, except this one is for sports.
(…) When we see the results (of the study), players really enjoy when they subscribe and interact with our list.
We’ll skip buying games in favor of renting them
His new offering is called Ubisoft+ PremiumA mix between their old Ubisoft+ Multi-Access and PC Access services. For 17.99 euros per monthPlayers on PC, Xbox, and Amazon Luna will have access to new features as they are released, such as the last Prince of Persia: The Lost Crown. They also have another subscription, Ubisoft+ Classicsfor 7.99 euros for PC, which gives access to already released games.
Ubisoft is going all in on subscriptions, hoping players will take the bait. They argue that as long as you pay, the games will always be there, available when you want them. They also highlight the fact that game progress will not disappear, everything is saved in the cloud.
Another advantage of this model is that you can play streaming without downloading the games. This can be very practical to play without waiting and especially on many platforms and screens.
This system is not unanimous
However, this system is not universally agreed upon, especially among video game purists. For those who like to collect boxed games, this change is problematic. The question of ownership becomes delicate: by subscribing to this service, players pay for temporary access, without ever owning the game. It’s like constantly renting instead of buying.
This situation raises important questions about the power of game publishers. They control access to games, which radically transforms the player experience. In other words, this model changes the rules of the game in terms of control and ownership, which can redefine the way we use our games.
