Casual Games and Piracy: The Truth

Just how rampant is piracy in PC casual gaming? In a startling installment of his regular Gamasutra column, Reflexive’s director of marketing Russell Carroll (Wik, Ricochet) reveals the 92% piracy rate for one of his company’s games, and what worked (and didn’t work) when they tried to fix it.

“It looks like around 92% of the people playing the full version of [the pictured] Ricochet Infinity pirated it.” It’s moments like those that make people in the industry stop dead in their tracks. 92% is a huge number and though we were only measuring people who had gotten the game from Reflexive and gone online with it, it seemed improbable that those who acquired the game elsewhere or didn’t go online were any more likely to have purchased it. As we sat and pondered the financial implications of such piracy, it was hard to get past the magnitude of the number itself: 92%.

In the casual games space, where the majority of the industry is tied to an internet-distributed product, piracy is a common problem. Search for any casual game through Google, add the word ‘crack’, and the search engine will help you find and illegally acquire every casual game you can imagine.

One way to fight the search-engine facilitated piracy is to work to remove the ever-expanding number of links to illegal copies, but in many cases improving the Digital Rights Management (DRM) system to be more secure can be more effective as it renders a large number of those links obsolete. This is tricky to be sure, because improving the security must be done without making the DRM so onerous that it keeps honest customers from purchasing games.

Reflexive, where I work, is in a peculiar position in this regard. Whereas most of the casual games industry licenses their DRM from a vendor, Reflexive has its own in-house DRM. Over the years it has undergone many improvements, including several changes made specifically to combat piracy.

With that background, my penchant for actual numbers, and a lot of help from Brian Fisher, Reflexive’s king of number crunching logic, let’s tackle the question of the 92% piracy rate on Ricochet Infinity. Could we realistically assume that stopping piracy would have caused 12 times more sales?

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