For the first time, I pre-ordered a digital download game on Steam. I purchased the Digital Deluxe Edition (DDE) of Mass Effect 2, which is out now. GameStop had a midnight release, which was not announced when I pre-ordered the game.
I assumed that pre-ordering the digital download of the game, I’d skip the inconvenience of of having to go to the store and buy the game. It also sounded better than waiting all day for it to be delivered.
That’s not what happened when I pre-ordered Mass Effect 2.
What I Expected vs What Actually Happened
The plan was to start the download at 12:01 a.m., let it run overnight, then it will be ready for me to play when I get up in the morning.
I was pleasantly surprised to find I could pre-load the game, which meant I could download it early. Whomever thought of this was a genius. I couldn’t play the game early but the download was spread over a couple days. I’ve heard of gamers who have already downloaded the game and troubleshoot.
But the game didn’t unlock at midnight. According to the countdown on the game’s page, the standard edition unlocks at around 1:00 p.m. EST. Meanwhile, the Digital Deluxe Edition (which costs $10 more) was unlocks at about 5:00 p.m. EST. The four-hour gap made no sense to me. Why should the people who paid more wait longer?
Why Publishers Sabotage Their Own Digital Sales
Waiting several hours to play a game doesn’t sound like a big deal. Yet the whole point of paying extra is getting more value for your money. A deluxe edition is promise early access, then you get your hands on the content earlier rather than later.
This isn’t Steam’s fault because it wasn’t their decision. Publishers set the unlock times and they still need retailers.
I understand that stagger release times can reduce server load. It also gives some gamers the incentive to shop at traditional retailers. GameStop wants people in their stores. Midnight launches create excitement while boosting sales for strategy guides and collectibles. Publishers know this so they make pre-orders for digital games a hassle.
Digital vs Physical
I usually buy games from GameStop and expect launch-day delivery. For Mass Effect 2, however, shipped copies were scheduled to go out on launch day. Customers wouldn’t receive them until the 27th, a move that favors in-store purchases at midnight. Retailers want foot traffic. Publishers and retailers coordinate the release window of games to protect those launches. The result is customers who prefer digital games are forced to play second fiddle to brick and mortar stores.
Publishers learned that gamers who buy digital will tolerate worse treatment than the customers who buy physical copies. We can’t return our purchases or trade them because they’re locked to our accounts and platforms.
That’s why “deluxe” digital editions will unlock after the standard editions are available or maybe physical copies arrive before digital game can launch. The relationship with retailers still matters more than customer experience.
When You Should (and Shouldn’t) Pre-Orders Digital Games
Pre-ordering digital games has improved since 2010. Preloading is standard, there are clear global unlock times and refund policies exist.
Digital pre-orders work when you trust the developer completely or your not concerned about performance. Bonus features like cosmetics, soundtracks, or early access that’s actually early can be very tempting.
Skip digital pre-orders when the game has review embargoes. If critics can’t talk about it before launch, that’s a red flag.
You may be hesitant if you care about resale value. Digital games are permanent and bound to your account. Physical copies can be sold on secondary marketplaces. Also, if the bonus items are just an extra, it’s not worth paying more money for it.
Be wary if the publisher has a history of bad launches. Server issues, day-one patches, and game-breaking bugs punish early adopters.
If do decide to pre-order a game, make sure you’re buying from storefronts with good refund policies. Steam’s two-hour window is one example.
What I Learned
What Mass Effect 2 taught me is that paying more doesn’t guarantee better service. Sometimes it guarantees worse service because publishers assume you’re already committed.
In the end both the standard and deluxe editions unlocked at 1:00 p.m. EST. My game finished decrypting and I was playing by mid-afternoon. Will I order from Steam again? Yes, because a 1:00 p.m. unlock is reasonable. I do miss the convenience of pre-ordering and just get the game with no drama. Those were the good ole days.
And with that, I’m outta here cause my game is done. Deuce!
