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Online Content Delivery Systemen Voor Videogames Online Content Delivery systemen voor videogames: Een nieuwe kans voor de game-industrie? Proefschrift ingediend voor het behalen van de graad van Master in de Communicatiewetenschappen Student: Aster Stein Promotor: prof. dr. Jo Bauwens Faculteit Letteren en Wijsbegeerte Academiejaar 2007-2008 Abstract AUTHOR: STEIN ASTER TITLE: Online content delivery systems for videogames: a new chance for the gaming industry? UNIVERSITY: Vrije Universiteit Brussel PROMOTOR: prof. dr. Jo Bauwens YEAR: 2008 KEY WORDS: Online content delivery, video game piracy, digital delivery Abstract: The music industry is confronted with an online piracy problem. However, Apple struck gold when it launched its online content delivery platform iTunes, from which users could legally download digital music to their computers. In this paper we will assess if online content delivery platforms for videogames could reach a similar level of success in turning piracy into profit on the Flemish market. We polled the consumer side using an online survey, and the producer side using interviews. Our findings suggest that it is still too early for this technology to break through, but that it is gaining popularity. Consumers are not yet used to the concept of virtual goods. It is expected that the acceptance will grow in the next 5 to 10 years. Samenvatting AUTEUR: STEIN Aster TITEL: Online content delivery systemen voor videogames: een nieuwe kans voor de game- industrie? UNIVERSITEIT: Vrije Universiteit Brussel PROMOTOR: Prof. Dr. Jo Bauwens JAAR: 2008 SLEUTELWOORDEN: online content delivery, videogame piraterij, digital delivery Samenvatting: De toenemende snelheden van internetverbindingen maken het steeds gemakkelijker om volledige pc-games illegaal te downloaden. De videogame-industrie klaagt al jaren over de hoge mate van piraterij. We kunnen een gelijkaardig fenomeen zien bij de muziekindustrie. Sinds de komst van digitale geluidsbestanden, vooral mp3, wordt op grote schaal muziek illegaal gedownload. De komst van de draagbare muziekspeler iPod van Apple zorgde voor een explosie aan legale muziekdownloads. In dit proefschrift zullen we onderzoeken of een vergelijkbaar succes kan gehaald worden met het downloaden van volledige pc-games via online dontent delivery. We geven eerst een overzicht van softwarepiraterij in Europa. Daarna bespreken we een aantal theorieën die de oorzaken, gevolgen en oplossingen voor piraterij behandelen. Daarna bekijken we online content delivery (OCD) van dichterbij. Onmisbaar bij het gebruik van OCD is digital rights management (DRM). Dat is een manier om digitale goederen te beveiligen door ze te koppelen aan persoonlijke gegevens van een gebruiker. Op deze manier is het in principe onmogelijk om ongeoorloofde kopieën te maken van gedownloade content. Door het adoptiepotentieel van OCD te onderzoeken kunnen we een inschatting maken in welke mate de markt interesse heeft in deze innovatie. In een case study evalueren we de innovativiteit van een reeds bestaand platform, Steam van softwarebedrijf Valve. We ontleden daarna de verschillende tussenstappen in de waardeketen van een videogame om te zien welke partijen er allemaal meewerken aan het totstandkomen van een nieuwe pc- game. Zo komen we bij het empirisch onderzoek. Dat beginnen we door kort uitleg te geven over de gevolgde methodologie van de survey en de schalen om het adoptiepotentieel te bepalen. Om antwoorden te krijgen van de consumenten hebben we een aantal vragen voorgelegd aan studenten van de Vrije Universiteit Brussel. Die gingen oa over het gebruik van videogames, het aankoopgedrag, het downloadgedrag en piraterij en de segmentatie volgens adoptiepotentieel. Door deze segmentatie kunnen we preciese marktsegmenten opstellen die de communicatie over OCD in goede banen moeten leiden. Door goede communicatie naar de innovators en de early adopters wordt de kans dat de innovatie een goede verspreiding over de massamarkt kent gemaximaliseerd. De aanbodzijde werd bestudeerd via experteninterviews. We hebben kunnen spreken met Bas Meijer, de Benelux CRM manager van publisher Electronic Arts. Daarnaast habben we een gesprek met Swen Vincke, de managing director van de Belgische ontwikkelaar Larian Studios. In het laatste besluitende hoofdstuk worden de onderzoekvragen overlopen en van antwoord voorzien. Zo blijkt dat de Vlaamse studenten nogal veel pc-games illegaal downloaden, bijna de heflt van hun maandelijks toegestaan downloadvolume gaat naar games. Er is op dit moment nog maar weinig interesse in OCD voor het bekomen van nieuwe games. De gebruikers lijken nog niet klaar om digitale goederen als evenwaardig aan boxed games te zien. OCD is nu nog maar bezig aan de verspreiding onder de meest innoverende gebruikers, de innovators en early adopters. De massamarkt wordt nog niet bereikt. Dat zal pas voor over ongeveer 5 tot 10 jaar zijn. De consument moet nog meer wennen aan e-commerce, en het gebruik van digitale goederen. Er is ook bijna geen negatieve peer pressure rond piraterij aanwezig. Mensen keuren het met andere woorden niet af, terwijl illegaal downloaden niets anders is dan diefstal van intellectuele eigendom. De experts zien de toekomst van OCD wel rooskleurig in, omdat er verschillende voordelen voor de game-industrie aan verbonden zijn. Via OCD kunnen makers bijvoorbeeld direct in contact treden met de klanten, en zo tussenstappen overslagen, die hen mogelijk meer geld opleveren. Het is eenvoudiger om controle te houden over je content, door implementatie van DRM. Kleinere studio’s kunnen via een digitaal distributiekanaal ook eenvoudiger de markt bereiken, met een lager risico. Tot slot kunnen we besluiten dat OCD voorlopig geen oplossing voor het piraterijprobleem is. Er zullen altijd mensen zijn die niet willen betalen voor software. Maar OCD zou wel extra inkomsten kunnen genereren door in te spelen op impulskopers die bijvoorbeeld ingaan op speciale acties. FACULTEIT LETTEREN EN WIJSBEGEERTE Online Content Delivery systemen voor videogames: Een nieuwe kans voor de gamesindustrie? Proefschrift Aster Stein 2007-2008 Promotor: prof. dr. Jo Bauwens Voorwoord..................................................................................... 7 Inleiding........................................................................................ 9 1. Probleemstelling ................................................................... 11 1.1. Problematisering......................................................................... 11 1.2. Onderzoeksvragen ................................................................... 13 2. Relevantie..................................................................................... 13 2.1. Maatschappelijke relevantie ...................................................... 14 2.2. Wetenschappelijke relevantie .................................................... 14 3. Onderzoeksopzet ........................................................................... 15 Deel I – Theorie........................................................................... 17 Hoofdstuk 1: Piraterij .................................................................. 17 1.1. Definitie .................................................................................... 17 1.2. Wettelijk kader ........................................................................... 18 1.2.1. Internationaal ...................................................................... 18 1.2.2. Nationaal ............................................................................ 19 1.2.3. Bestraffing .......................................................................... 20 1.3. Distributie.................................................................................. 21 1.4. Situatie in Europa ....................................................................... 22 1.5. Redenen voor piraterij ................................................................. 26 1.5.1. Moral development ............................................................... 27 1.5.2. Equity theory....................................................................... 28 1.5.3. Moral intensity ..................................................................... 28 1.5.4. Netwerkeffect ...................................................................... 29 1.5.5. Self Control theory ............................................................... 30 1.6. Gevolgen van piraterij ................................................................. 30 1.6.1. Verschraling van het aanbod .................................................. 30 1.6.2. Toegenomen vraag............................................................... 30 1.6.2.1. Netwerkeffect................................................................ 30 1.6.2.2. Samplingeffect .............................................................. 31 1.6.3. Standaardzetting.................................................................. 31 1.7. Kost van piraterij ........................................................................ 32 1 1.7.1. De copyrighthouder .............................................................. 32 1.7.2. De plaats van oorsprong........................................................ 32 1.7.3. Sociale kost......................................................................... 33 1.8. Antwoorden op piraterij ............................................................... 33 1.8.1. Self-Control theorie .............................................................. 33 1.8.2. Piraterij tolereren ................................................................
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