Recently the game CD disappeared

With ongoing contraction in the retail-game sector, more-traditional publishers are embracing the free-to-play model, of which Runescape Gold is a prime example, as they look for opportunities to expand their digital sales. Gerhard says he’s “excited to see the change, ” but adds that, “it’s a very different business running a games service [which is how all the successful free-to-play games today are built and run] compared to the traditional publisher’s expertise in commissioning a product, shipping the said product, and simply marketing the life out of it. ”

Traditional publishers looking to reinvent themselves is understandable, “given the sharp declines in both their relevance and revenues, ” says Gerhard. “Clearly pretending the market hasn’t shifted is not a strategy for success. ” He cautions that, “simply observing spectacular results from a handful of industry-leading companies and surmising that it’s easy to replicate is very likely to compound their existing problems rather than resolve them. ”

It could be too much of an ask for traditional publishers to embrace the service mindset, constant data analysis, and sustained innovation required to succeed in the free-to-play space. “We are talking about a complete inverse in culture; it’s hard to imagine many will get it right on their own, ” says Gerhard.