In an age where DLC timed exclusivity is rapidly becoming the norm, gamers are learning to just grit their teeth and wait it out. Call of Duty fans on PC and PS3 know they’ll be waiting a month. Battlefield 3 players on Xbox mark the calendar for one week after Sony fans get their new fixes. Bethesda also opted to go this route with their epic Skyrim, putting their new content on Microsoft’s console 30 days before spreading it around. When the first major add-on content for the title, “Dawnguard,” was announced. Those with Xbox 360s gloated while everyone else groaned. Thankfully, it would only be a short wait. One month’s time would put the DLC release during the quietest period for game releases, giving new vampires (and hunters) something to do… right?

Wrong.

The funny thing about exclusivity agreements is that they are minimums. The assumption was that Bethesda would release on PC and PS3 as soon as they were able to and cash in on the summer doldrums. The only problem is, it’s the summer doldrums. This time of year is notorious for lower sales. Families are on vacation, the weather is beautiful and people are spending more time outside. That’s why it came as little surprise to us when Pete Hines, VP of PR and Marketing at Bethesda recently tweeted:

While some might be alarmed because the content hasn’t been announced for other platforms, Bethesda is a smart company. They aren’t going to push out “Dawnguard” just because the exclusivity is now over, and they aren’t going to leave the money that PC and PS3 players are chomping at the bit to throw at them on the table. The publisher will want to maximize exposure and revenue, and that means releasing during a more fertile period. It’s simply good business.

Bethesda may also want to wait until the PS3 and PC are comfortably running 1.7 (at the same time—it’s available now on Steam) before rolling out “Dawnguard.” Even if Bethesda has the content ready, acting demure is the better strategy. A backlash from The Elder Scrolls faithful would be significant if a date were announced too far in advance. Surprising gamers though, typically has a net positive effect. There’s little time to question why something is “taking so long,” and the community tends to forgive quickly when it gets what it wants.

Whether Hines is being coy about a release or Bethesda really hasn’t made a decision about its presence beyond the Xbox 360 will remain a mystery (perhaps until QuakeCon this weekend). For now, it’s a waiting game.

30 COMMENTS

  1. Haha. Good business? Deceiving and misleading customers is good for business? I think not.

    People are burned out on the mind games and are giving up plans to purchase Dawnguard in droves. The money I had waiting in my PSN wallet, is going to Rainbow Moon. After that, Pokemon Black 2 & White 2 should be out, and I’ll get those.

    After all the crap Bethesda has pulled, this die-hard Scrolls fan just might never play Dawnguard until he sees it on a used GotY version in the distant future, if at all.

    If they thought they were being clever because of some perceived “summer doldrums” phenomenon, they were actually being dunces. The gaming market is positively bursting with amazing titles these days — this is the golden age of gaming, Skyrim wasn’t a standalone, it was just king of the hill, the best of a ridiculous number of great games.

    If they thought they could just stop competing, they were mentally deficient. Gamers have dozens of games backlogged that demand playing, with dozens more coming out. Bethesda’s jackassery on this matter will certainly cost them more money than they thought they would be gaining from it.

  2. Haha. Good business? Deceiving and misleading customers is good for business? I think not.

    People are burned out on the mind games and are giving up plans to purchase Dawnguard in droves. The money I had waiting in my PSN wallet, is going to Rainbow Moon. After that, Pokemon Black 2 & White 2 should be out, and I’ll get those.

    After all the crap Bethesda has pulled, this die-hard Scrolls fan just might never play Dawnguard until he sees it on a used GotY version in the distant future, if at all.

    If they thought they were being clever because of some perceived “summer doldrums” phenomenon, they were actually being dunces. The gaming market is positively bursting with amazing titles these days — this is the golden age of gaming, Skyrim wasn’t a standalone, it was just king of the hill, the best of a ridiculous number of great games.

    If they thought they could just stop competing, they were mentally deficient. Gamers have dozens of games backlogged that demand playing, with dozens more coming out. Bethesda’s jackassery on this matter will certainly cost them more money than they thought they would be gaining from it.

    • If you want it so badly stop bitching like a  12 year old girl who just got her period and go pull 4 hundred dollars out of your sorry ass for an X-Box 360,but wait….you’re just a kid who lives with his parents who cant afford shit. Its coming out for the platforms,and besides,Its not up to you to decide when it comes out,and bitching about it wont make it come out any faster. I swear you dont have a life. You’ve made multiple comments on every article I go to. Go see a shrink,you have a problem and we’re sick of hearing your crap.

      • Spoken like a true ass. love to see comments like this right after one that took actual thought cause it makes you look even worse. 

        • lol,I could care less what you think,what you think is a diluded thought,since really,have we met in real life? Is the internet actually a real place here in time? No,nothing but data on a computer screen. If you ‘actually thought’ about it. The internet is a place where you can say what you like and to whom,there aren’t any actual rules. No one “knows shit about you” other than the fact I expressed dislike towards someone’s constant bickering.Nothing but here say.Look worse? lol,how can I look like “worse” when you dont even know who I am? Actual Thought right? Maybe you’re the one who needs to think it over a little more.Yes,I spoke like an ass hole.Thank you for the lovely compliment.

        • lol,I could care less what you think,what you think is a diluded thought,since really,have we met in real life? Is the internet actually a real place here in time? No,nothing but data on a computer screen. If you ‘actually thought’ about it. The internet is a place where you can say what you like and to whom,there aren’t any actual rules. No one “knows shit about you” other than the fact I expressed dislike towards someone’s constant bickering.Nothing but here say.Look worse? lol,how can I look like “worse” when you dont even know who I am? Actual Thought right? Maybe you’re the one who needs to think it over a little more.Yes,I spoke like an ass hole.Thank you for the lovely compliment.

          • We get your logic. I mean you have clear valid logic. I’m not going to dog on you because of that. The only thing I don’t get is why you decide to be an asshole to that kid up there. You tell him he doesn’t have a life? Check the mirror. You don’t have a life. You spend your time going around being a jerk to kids on the Internet? That’s how you spend your time? Being a sorry, sad whimp who is so scared of a real fight you have to stoop down to bullying kids from a keyboard and a mouse because you’re afraid they’ll hit you? You’re the one that needs some growing up, mate.

          • I lol’d even harder when I saw you whining about people judging you on what you say, after you fabricated an entire life history for me based on nothing more than an incisive analysis of Bethesda’s customer service and business plan.

        • As far as I can tell, mostly for multiplayer games. Microsoft uses XBL cash mostly on advertising, makes people think everyone has an Xbox — which is taken as a reason to get an Xbox. Soon, perception becomes reality. Even though Starhawk is a better online multiplayer game than anything exclusive to 360 people — especially young ones — go for the platform that “all their friends” have..

  3. PS3 and PC users should count themselves lucky. I have both XBox and PS3 and there are some major glitches. More problems than features, Game destroying glitches. I uninstalled it, it broke my games so badly. Hopefully, Dawnguard will get fixed before it’s released on the other systems.

    •  Shhh! Don’t talk about Skyrim bugs! That just causes all sorts of problems. You want some sociopathic mouth breather with anger issues like some of the commenters above to twitch out more poorly written hate text? Neither do I. Now smile and pretend everything’s fine.

    • The Steam Sales are different. They could run those ANY time of year and people would take advantage of the bargains.

      No, I’m talking about new releases. If you look at the NPD, top spot during the summer goes to something that maybe sold 400,000 units. It’s much higher in Q4 (Jan-March) and Q3 (Oct – Dec).

      We’re talking sales of NEW items, not discounts.

  4. Yeah… summer time is just a bad time to release a time-sink expansion to a time-sink video game. I won’t be buying the expansion even though I had planned to, because I’ll be going back to school and it’s either game or actually do something with my life and I’m afraid doing something with my life wins out over Bethesda’s holdout for a ‘fertile’ release period. Better things to do than jerk around with this game’s buggy sandbox masterpiece.

  5. This whining and crying amazes me i have Skyrim on Xbox and as of a couple weeks ago i got it for a steal on steam for my PC and i can tell you that due to the amazing amount of content from modders and the awesomeness they create the Xbox deserved a bit of love (not sure what happened to the PS3 but honestly not a fan of the PS3 anyway) so honestly WTF is wrong with all the people on PC crying foul you already receive a product thats head and shoulders superior to anything on consoles (graphically,customization..etc) so please grow up and maintain some semblance of dignity instead of acting like children who are upset because their mom opened their brothers juice box first…..crybabies Smh

    • Why don’t you take your own advice, brew yourself a warm cup of jizz, calm your tits,  shut the fuck up and go back to your imaginary doll whores?

    • Dude you don’t get it. We have the right to complain about this. We PS3 players have payed good money to have this game and we should get the same amount of DLC as well. I could care less about you guys getting it a month before us but to wait this long…that is pure bullshit especially to the PS3 fans. Xbox has the DLC, PC has awesome mods that can make a even better version of Dawnguard, while we PS3 players are left in the dark.

       And i am not about to waste money to go buy another copy of Skyrim for my 360. You may not care about PS3 (and thats fine people have their own opinions) but put yourself in our shoes (if your a real Elder Scolls fan) and think about if the PS3 got the DLC first and 360 players were left in the dark. Feels bad dude not horrible but pretty damn bad. I was really looking forward to Dawnguard and ive been a Elder Scrolls fan for years. We even got screwed over on Oblivion.

    • lol advice for how to live our lives from a true pimp. Sounds like a great idea! Now which street corner would be better 5th and Broadway? Or Oak and 11th? xD

  6. Im no longer buying dawnguard.and next elder scroll they release ill torrent it for my pc. sorta pised me off they play ps3an pc users
     like that

  7. More fertile period my ass! Thats ok ill just download the next Skyrim sorry Bethesda but you put this on yourselves.

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