The traditional approach to buying and owning games is shifting to a radically different model, where subscription and temporary access are becoming the norm. Ubisoft therefore invites us to rethink the way we consume video games with new Ubisoft+ subscription offers.
Ubisoft seems to be playing with fire by (again) calling into question the good old physical format of games. Basically, they want players to pay not to own a game, but just for the right to use it for a given amount of time.
Philippe Tremblay, the person in charge of subscription strategy at Ubisoft, explains that you have to get used to no longer owning your games. Just imagine having the option of renting a car instead of buying one, except this one is for games.
(…) when we look at the results (of the study), players really enjoy and interact with our catalog when they subscribe.
We will abandon the purchase of games in favor of their rental
Their 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 the new features as soon as they are released, like the last Prince of Persia: The Lost Crown. They also have another subscription, Ubisoft+ Classicsat 7.99 euros for PC, which gives access to games already released.
Ubisoft is going all out on subscriptions, hoping that players will take the bait. They argue that the games will always be there, available when you want, as long as you pay. They also highlight the fact that game progress will not disappear, everything is saved in the cloud.
The other advantage of this model is that you can play streaming without having to download the games. This can be very practical, for playing without waiting and especially on many platforms and screens.
This system is not unanimous
However, this system is not unanimous, 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 a bit like constantly renting instead of buying.
This situation raises important questions about the power that game publishers wield. 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 could redefine the way we consume our games.