On Tuesday, May 17, Crytek released the first wave of downloadable content for the massively successful Crysis 2, the latest installment in the studio’s boundary-pushing Crysis first-person shooter franchise.
Releasing DLC is not, in and of itself, all that novel. But Crytek is innovating in a very important way: it’s partnered with GameSpy Technology to sell DLC directly to players via an in-game store and the official MyCrysis Web site.
Using GameSpy’s Direct2Game digital commerce services and APIs, Crytek has “leveled up” its efforts to sell digital content on the PC, enabling the developer to control at every level how that content gets sold. It can merchandise however it sees fit, offering specials, sales, free redeemables, exclusives, and bundles at its discretion, all without worrying about its products competing against other studios’ or publishers’ content for player attention. Best of all, Crytek can sell directly to its players from within the game or via the official MyCrysis Web site, making it dead simple for players to discover, purchase, download and play the content that Crytek makes available.
All of this leverages GameSpy Technology’s services-based commerce platform, which provides end-to-end support for account management, billing, taxation, fulfillment, and customer support behind the scenes. This leaves Crytek free to do what it does best – make and sell great online games – and frees it from the hassles normally associated with third party digital marketplaces.
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