Pre-owned sales, although they are less prominent in the UK, thrive in the USA making things very hard for developers who wish to make a profit off of their titles. Rod Fergusson, director of production at Epic Games, believes that in order to keep buyers from returning their games, developers need to invest in DLC.
It's about "keeping the disc in the tray," Fergusson said. The director used his own company's game, Gears of War 3, as an example since Gears of War 3 offers a season pass that will likely keep players invested in the title and keep them from selling the game back upon immediate completion. Fergusson also gave his insight on how DLC should be handled.
"There are people who think that the first day of DLC development is the day after you launched. That's not the way it works," Fergusson said. "It's not about, 'Oh, we had this map left over'... it's keeping the disc in the tray."
So far only two of the four announced DLC add-ons have been released for Gears of War 3. The third, "RAAM's Shadow" will be out on December 13th, but with the season pass, players will be able to get early access.