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You just rely on your top sellers like Far Cry or Assassin's Creed and the Tom Clancy series. There's not much new to it and at some point it just gets stale. In addition, the development costs are significantly lower than for games like EAFC compared to the profit. Thanks to Ultimate Team, they have a huge community that regularly brings in money. You buy Far Cry more to play through it. You might buy the odd DLC, but that's it.
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@Hotte1909 FIFA has felt more like a SaaS product than a game for years anyway.

Few innovations, but lots of potential for upsells.
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@Staatsmann yay. Ea did a good job with that. In my opinion, the changes in the actual game are so minimal that they are more like an update than a new game. In addition, the single player gameplay is hardly improved so that everything is actually designed for online. And every year you pay 70€ for the game plus what is put into Ultimate. Sometimes when I hear what people put into it, it's sick.
Blizzard does a similar thing with wow. I can't think of any Ubisoft titles that are structured like that. But I'm also not that into the games industry. There's actually only one game running on my PS5 and that's Farming Simulator, which I don't play myself very often, but mostly the kid.
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@Hotte1909 The difference is that Blizzard also delivers real content with the major expansions, unlike EA.
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@Staatsmann as I said, I'm not really into that. Do you have to buy the new versions of WOW? Wasn't it somehow done via memberships that you can play?
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@Hotte1909 Partly in part.
You just pay the monthly subscription and if you always want the latest add-ons, you have a one-off purchase.
If you wait a little longer, the older add-ons are also included.

There is also an optional real money store for skins, mounts etc.
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@Staatsmann definitely a profitable business. As far as I know, Ubisoft simply doesn't have anything like that. I think something like that was supposed to be introduced with Settlers, but it feels like 100 years ago. I think it was only about being able to play online. Must have been something like that with Settlers 4
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@Hotte1909 Settlers is also already online-compulsory.
The "optional" purchases have been patched out for the most part.