I’m going to take a moment today not to talk about game development, but to talk about a company with which gamers are all very familiar: GameFly.
Let me preface this by saying this: I want to link GameFly. I really do. The idea of renting an “unlimited” number of games every month for a flat fee is something I find very useful — in theory. A service like that could theoretically enable gamers to check out new releases before buying, to see whether or not they want to slap down the full $60 each for them, and it could also theoretically enable gamers to try out a large variety of older and niche games they might not otherwise commit to purchasing. There’s a third reason I would ever rent a game instead of purchasing it: to conserve cash by renting it for a couple of nights and go on an all-night gaming binge to consume as much content as possible before I need to return it.
GameFly’s execution, however, prevents any of the three from being a possibility. Here’s why.
Pricing
I realize that, for any product, there’s always going to be some fraction of the population that complains that the product is too expensive. Bear with me; the next section, Shipping Times, will show in greater detail why the current price plans are too high, even if the figures below don’t convince you:
- 1 game out at a time: $16/month
- 2 games out a time: $23/month
- 3 games out a time: $30/month
- 4 games out a time: $37/month
(I’ve rounded up the five cent marketing ploy on each, so $15.95 becomes $16 and so on)
“One game out at a time” doesn’t give you much sampling power, because, as you’ll see in the next section, you’ll generally be left without a game half the time, unless you’re the type who likes to keep his rentals for more than a week or two at a time. We can assume, then, that most users are going to be going for at least the $23/month, 2-game-at-a-time plan.
Let’s compare that to something like Redbox, who recently started offering game rentals, and, while their back-catalog is certainly lacking, they’re surprisingly well-equipped with new AAA releases. Redbox charges $2/night for a game, but they don’t have any requirement of “you must spend at least $23/month or get nothing at all” like GameFly does– with Redbox, you don’t have to worry about shipping times, so you can literally pick up a game down the street (depending on where your nearest Redbox is, but chances are it’s not far), play it for a day, and bring it back for $2, having the option to rent another game right there if you so choose — no waiting for GameFly to receive your game (which is normally when they ship out your next game, though there are some exceptions that might save you a day or two — I’ll get to that later), and no waiting for your game to actually arrive in your mailbox. It’d take 11.5 rentals to make up the cost of one month’s GameFly subscription — and renting 12 games in a month requires a lot of free time, even assuming you don’t have other games that you’ve had sitting on the shelf waiting to be played. You’re not forced to spend money on rentals during weeks when you don’t really have time to play games. You could argue “sure, but then you only get to play one game at a time, not two,” but, as I’ll get to in a moment, that’s usually the case with GameFly’s 2-games-out-at-a-time plan as well, anyway.
Shipping Times
Here’s the part that really amplifies why GameFly is overpriced for the service you receive.
I’ve tried GameFly’s “10-day” free trial a total of three times now, each time hoping they’d improved their shipping times since the last time I’d tried them. If you could return a game and receive a new one the very next day, or even in two days, GameFly’s 2-games-out-at-once plan at $23/month would be a fair deal. Instead, I’ve observed that it’s a horrible deal for anyone who doesn’t hold onto their games for more than a week or two (even religiously playing a game for one week at a time turns out to be a bad deal). This is because half of your subscription time– the time you’re paying to have two games at your home, your games are somewhere in the mail. GameFly has recently been boasting about having added more shipping centers, but I’m in the midst of my third chance at GameFly, and I’ve seen no improvement whatsoever. Specifically, here’s how it went down (note that I’m located in Wisconsin, so anyone living closer one of GameFly’s shipping centers may have slightly different results):
1. Thursday, December 1st, in the very early hours of the A.M. (before the U.S. Postal Service does their business), I placed my order.
2. Tuesday, December 6th, the games finally arrive.
That’s five days– HALF of my “10-day” free trial– spent waiting for the games to arrive. The return process is even worse, tacking on at least a day, usually two or three, because GameFly generally waits until they receive your current rental before shipping out the next one. The obvious solution here would be to just give users an option on their website to say “hey, I put the game in the mail” and then ship out the next game as soon as that word is received. That, of course, requires some level of trust, in that a user could take that action without even sending the game back, but they’re already taking a huge risk in sending out new release, $60 value games to their users anyway, and it seems to be working out for them, so why not?
To be fair, GameFly recently (as of sometime this year) enacted a new policy where they have some tracking information on the return envelopes, and they’ll ship out your next game soon after the post office scans in the return envelope, thereby notifying GameFly that the shipment is officially on its way. This could still cost you a day in many cases, because what happens if the post office scans your return package after the new games are picked up by the USPS from GameFly’s shipping center? A website notification system would still improve shipping times. And even with this new system in place, there’s still one major caveat: many post offices don’t even have the scanning equipment that tracks and notifies GameFly when the return package has been shipped! If your local post office doesn’t have the equipment, you’re back to GameFly’s previous, even worse shipping times.
So, basically, you only have your games for half the time you’re paying for them. You’re essentially paying $23 per two weeks of having games out. And being a recurring, monthly subscription, you can’t cherry-pick the days or weeks that you want to rent games– it’s either the full month or nothing.
That’s how the shipping times and the prices work against each other. You’re enjoying GameFly’s services for about half the time for which you pay, making $23/month more accurately described as $23/two weeks.
New release availability
The only way I could see GameFly making sense financially, then, is for the gamer who plays only new releases and only until they’ve run through the game once (where the alternative is usually buying the game for $60 for a game they may play again only on rare occasions). To that end, you’re paying around $20 to play through a brand new game when it would otherwise cost you $60 to do so. You could just wait a few months and buy it for $40 in most cases, but if you only want to play while the hype is still high, that may not be your preference, so GameFly seems like the way to go…
…But wait a minute! For popular new releases, GameFly’s demand usually outweighs the supply. You can check this by going to GameFly’s website and visiting the page of the new game you want to rent. See the “Availability” indicator? Chances are it’s “Low,” which means there’s a queue of people waiting for it, and you’re probably not going to see it within the next couple of weeks even if you put it on your list. If it’s “Medium,” you may or may not want to take your chances. Usually, you won’t see “Available Now” until at least a month after the game is released. At that point, price cuts or other deals may already be in effect, and if they’re not, they’re usually right around the corner. For example, Assassin’s Creed: Revelations, one of the most anticipated games of 2011, has been available brand new for $40 just a couple of weeks after its release (at which point GameFly’s availability still registered as Low — I checked).
What GameFly is doing right: used game sales
Given my complete disappointment with GameFly’s rental service, I was shocked when I first purchased a used game from them. GameFly is, in my opinion, the very best place to buy used games (assuming you buy during their sales).
They frequently offer free shipping to non-subscribers (and free shipping is always available to subscribers), which makes shipping cost irrelevant.
Their prices, during sales, are incredible. Last week, I purchased Alice: Madness Returns on sale for $15 (normally $20). The game’s only been out since this summer. Participate in their sales if you can, as they always have something going on with their nightly sales, and they have huge end-of-the-year sales. Even without the sales, though, their prices are still highly competitive: I see right now, GameFly is offering Assassin’s Creed: Revelations for $40, while GameStop, who leads the used sales market, (and from whom you should never buy for reasons even beyond their outrageous pricing, but that’s another story) is offering the same game for $55.
The condition of the games is what really blows my mind, though. Being a rental service, you’d expect to get scratched-up messes that barely play. That couldn’t be further from the reality. First of all, GameFly never ships cases or instruction books out to renters, so those are in like-new condition when you receive them. The cases still have that “new game” feel, and the instruction books still have that freshly-printed scent. The discs, in my experience, have also been in great condition, with hardly a scratch. Perhaps best of all, any DLC codes packaged with the game are unused, making the greatest deterrent to buying a used game no longer applicable.
Summary
In short, GameFly is a great place to buy used games (the best place for doing so, in my opinion), but their rental service sucks.