Console and PC game prices are “a giant FU to a very large number of people”, says former EA CEO John Riccitiello.
Speaking at the recent Gaming Insiders Summit (as reported by the [a]list daily), Riccitiello said that console and PC games lagged behind mobile in several areas, one of which was flexible pricing models.
"Another thing that console and PC guys could and should learn is variable pricing," he said.
"US$60 is a giant FU to a very large number of people.
“There's not been a console game with even half as many installs as Clash of Clans. Puzzle & Dragons has got more installs than any console game in history.
“Getting a larger audience through variable pricing is a really useful thing."
Riccitiello also noted that non-mobile developers didn’t seem able to get “games as service" right.
"More than anything, what the traditional game industry should learn from mobile is it's really about service," Riccitiello said.
"It's an ongoing business. You'd think we would have learned this some time ago, but I find it interesting that WoW and SimCity and GTA and StarCraft and many other games all fell over at launch when they put their service components together.
“Some of the biggest brands – I'd argue almost all the biggest brands – fell over from lack of the testing and research that mobile people do in the regular course of their day."
Finally, Riccitiello said console and PC games are too complicated for the masses and that ultimately limits their audience.
"It's incredibly rare for a new game from a traditional game company to be learnable without instruction in ten, fifteen or twenty seconds and get to the fun that quick," he said.
Riccitiello resigned from his position as EA CEO in March after the company fell short of its financial targets for the 2013 financial year.