Does that create an arms race, in effect, where packaging becomes more elaborate?
Some things we’ve seen in limited editions are a bit ridiculous. JC: I guess it does start an arms race but still, if it’s an authentic experience it adds value. There comes a point though where the economics will stop supporting it. We used to do a lot of packaging for educational software. Those old-school PC boxes got more and more elaborate just to communicate the benefits, with multiple flaps, varnishes, inserts — it became like packing a CD inside an illustrated encyclopedia. Eventually the market became oversaturated and the price point crashed. I think most ed software is a direct download now. But with the killer AAA titles it will always make sense. Look at Infinity Ward’s “unboxing” video for Call of Duty Modern Warfare 2: Prestige Edition on YouTube (we did the packaging). Over three million views to date. Obviously someone thinks that over-the-top package offers something valuable. How much input do you have and how much comes from the marketing team at the companies? For
