The used game market isn't beneficial for anyone, Crystal Dynamics' global brand director Karl Stewart has said.

Stewart told CVG that the industry has to look at ways to encourage people to buy first hand copies of games.

"Retail, I don't see it going away for a long time yet but I do see us having to be more creative in the way we blend the two together," he said.

"I think the model as we see it right now is a frail one. Having the used market is not beneficial to any of us.

"Some of the plays that have been made more recently about having DLC available when you buy the game and then adding a charge to the consumer who buys it second hand, I think that's just naturally the way it's going to have to go to deal with those kind of situations."

He added: "At the end of the day we take huge risks and we invest ten of millions of dollars in making a game and marketing a game and to think, stock turn wise, we could sell one but four people could play it, I just think that it's something that we have to manage very carefully."

Both EA and Ubisoft are looking to introduce DLC packaged with original games that will only work once, and therefore hopefully encourage people to buy first hand.

We're seeing controversy build around 'new copy-only DLC' already. Opinions, anyone?

Ubisoft to follow EA with new game purchase incentives

One-time-only download content to be included with new game purchases

Ubisoft is to tackle the second-hand game market with a code system that gives purchasers of new games access to download content which second-hand buyers will have to pay for.

During a recent investors call, Ubisoft seniors said: "We are looking very carefully at what is being done by EA regarding what we call the $10 solution and we will probably follow that line at some time in the future."

The '$10 solution' refers to EA's Online Pass system, in which new games come with a one-use code allowing gamers to access the title's online multiplayer modes, whereas second-hand buyers need to purchase their own code for $10.

Ubisoft went on to indicate that it has a similar code system in place to allow new game consumers access to portions of a game via downloads, which will come at an extra cost to those who buy the game second hand.

Usisoft said: "We have been using keys, starting last year, on our products and those keys were allowing consumers to have download content if they were buying the product in specific stores, so we have the system in place to generate more revenue on the used market and we are now building the content to make sure that it can be beneficial for both groups."

yes it is

the customers

You aren't losing sales at all, since it's obvious some people aren't willing to pay the RRP, so who's fault is that? You could try having a word with GAME and HMV just for a kick-off

I have to get the players guides in order to play them but will still get them in advance of the game. I will get the guide months before I get the game, and then once it is much cheaper.