I was about to ask what you meant by heavily, since that’s an entirely subjective assessment, but I decided to do a little digging myself.
It looks like the big story for Stardock in the past couple years was their release of Demigod, an online strategy game. This article tells the story: When Demigod was launched, they were overwhelmed with pirated copies. Only about 15% of the accounts were legit. Sounds pretty bad, right? But the game came in 3rd on the following week’s sales chart, which didn’t even count digital sales. The game only dropped to #5 the following week, and was #7 overall for the month of April; impressive for a small-name game, considering it released in the middle of the month.
The CEO appears to be pretty unconcerned in the article, although I take that with a grain of salt since I doubt he’d present himself any other way. Regardless, Stardock appears to have weathered the piracy storm and come out ahead.
Arguably, his approach is sensible. Rather than focus on all the potential lost revenue, wailing and stamping his feet over what “should” be his, he’s concentrating on the money he is making. Does it really matter if there’s a million copies of your program running around, as long as the revenue your company does make is sufficient to keep rolling and growing? I know, it’s heretical in the US to not want to squeeze every possible dollar out of the consumer, but it certainly seems to be a much less stressful approach.
Of course, I do want to highlight my previous post:
In that same article, the CEO admits they could have done a few things better with Demigod, including asking the user to set up a valid account. I don’t see that as anywhere near as intrusive or restrictive as most DRM methods, and it’s a pretty basic and reasonable thing to do for online games. It likely would have cut the number of pirates in half and increased the sales by a good amount. Lesson learned, anyway.
Ugh. I typed out that whole post before realizing it didn’t actually address what you were saying. :smack: You’re certainly correct; 85% piracy at launch is heavy by any measure, regardless of how well the company did despite that. Still, I remain optimistic that the laid-back approach pays more dividends in the end than flinging DRM feces in customers’ faces.