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Crytek Boss Predicts The Extinction Of Free Game Demos

As some of you may have already heard, EA wants to try charging for lengthy game demos as part of their "premium downloadable content" plan. Unsurprisingly, this didn't go over well with gamers, but Crytek CEO Cevat Yerli has defended this idea.

In speaking to Develop , Yerli says free game demos will go the way of the dodo and added that he was currently unsure about a Crysis 2 demo. He calls free demos a "luxury" that is actually "prohibitively expensive" for the developer and that the "reality is that we might not see any free game demos in the long term." Now, it should probably be noted that EA just so happens to be the publisher for Crysis 2 so maybe it isn't surprising that Yerli would defend their plans. However, he still believes it has merit; in responding to the backlash, he said:

"I read a lot about this, and read about the backlash as well; people complaining that they would essentially be paying for a beta. I think EA’s strategy is interesting, overall. The thing is, every time we see a publisher doing something to improve the industry, making things more commercially viable and actually increasing the market, people instantly think this is only some money-hungry ploy."

We do have to agree with him there. There's a quick knee-jerk reaction amongst the gaming community that regards all such plans as rip-off schemes designed to take advantage of the "little person." It gets a little tiring hearing so many people complain bitterly about very small fees for something that, if it were a similar service in any other industry, you would most certainly pay. In short, it seems Yerli believes gamers are a touch spoiled (and a touch cheap), and in that, I have to agree with him to some extent.

As for EA's plan, he believes it just wasn't explained properly. He says that although it may appear one way on the surface, it's really "an attempt to salvage a problem:"

"The industry is still losing a lot of money to piracy as the market becomes more online-based. So it’s encouraging to see strategies outlined to combat this.

I think the whole issue needs to be explained in a better way, because there is good thinking behind EA’s plan. I understand why people are thinking that all EA wants to do is maximise profits out of the audience, but really, what it’s really trying to do is get investment back but while being as fair to the gamer as much as it can. Ultimately, it will be a better deal for the gamer."

And given the cost and "time pressure" required to release a quality demo, Yerli says it can be very difficult to deal with and he won't guarantee a demo for Crysis 2 . But now that he's said his piece, we'd be interested to hear what other developers have to say about this… Ninja Theory told everyone Heavenly Sword didn't sell well enough to warrant a sequel, and the game sold 1.5 million copies…to most designers with realistic expectations, that'd be a smash hit. So are Yerli's observations universal or is he in the minority in the dev crowd…?

Related Game(s): Crysis 2

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Naztycuts
Naztycuts
14 years ago

"Ultimately, it will be a better deal for the gamer."
That's a lie! How can you get a better deal than free?

"The industry is still losing a lot of money to piracy as the market becomes more online-based."
He must be referring to the PC and 360 crowd, I've never heard of a pirated ps3 game.

"people instantly think this is only some money-hungry ploy."
I understand developers POV on this, it does cost them money to upload free demos, BUT the demo is supposed to increase sells by letting people know what to expect. This didnt work so well for Turok, or AvP but that's the respective game companies fault, they shouldnt try to make us pay more just to preview a game, now if they charge $5 for the demo and release the game $5 dollars cheaper they might actually go somewhere with this.

Sol
Sol
14 years ago

I agree…

ShadowRunner
ShadowRunner
14 years ago

"The industry is still losing a lot of money to piracy as the market becomes more online-based."
And how exactly will this help their fight against piracy?!!

If I am using pirated games I will definitely not pay for a demo, and if I am a legit user I will start looking for pirated games.

They are just trying to make some of the money they lose to piracy from us.

JackC8
JackC8
14 years ago

Just looking through my collection, I've got 16 PS3 games and I bought 7 of them because of the free demo's. There are hundreds of games out there, and most don't really distinguish themselves from the crowd, even after reading the reviews and watching the gameplay videos. But then I get the demo, and I find that I just love the environments or the overall style of the game, or it's an absolute a blast to play. Something I'd write off as "just another FPS" becomes a must buy.

So yeah, get rid of those darned demo's. It'll save me quite a bit of money. At least on EA games.

Anonymous
Anonymous
14 years ago

Some people aren't going to buy a game unless they like the demo. Demos are a necessity in regards to helping people decide if they want to buy a game that they are on the fence about. Forcing people to pay for demos isn't going to do squat for sales. People will just rent the game once it's released and decide from there; of course, that's probably what some developers and publishers want.

tes37
tes37
14 years ago

Someone from Crytek, who never made a ps3 game, doesn't have a leg to stand on with this issue. Try making a game first, then spew out your senseless cries to get money for nothing.

It's the same as charging me to test drive a car, or charging me for watching movie previews.

Just because some people believe it's worth charging for, doesn't make it so. The opposite could be said about me, but I control where my money goes and it won't be used for demos.


Last edited by tes37 on 4/17/2010 12:00:08 PM

MartyRules
MartyRules
14 years ago

I hope this doesn't happen because it will make PSN feel like live (I.E. paying for something that should be free)

FullmetalX10
FullmetalX10
14 years ago

"It gets a little tiring hearing so many people complain bitterly about very small fees for something that, if it were a similar service in any other industry, you would most certainly pay."

Ben, don't get me wrong but, of course I complain bitterly about the small fees, if I don't usually pay them and they suddenly become mandatory. With a total of 25 bucks available I have to save up months for a game I want to buy (hopefully that time decreases, since I just got a job), every little bit counts, especially since I have to throw down 20 bucks for a PSN card, since they only sell 20 and 50 euro cards.
Besides, we don't pay for trailers or making of's for upcoming films, then why, oh why, for game demo's.

And as Naztycuts stated, game demos should lead to in higher game sales (good game demos that is).

Naztycuts
Naztycuts
14 years ago

Sometimes I think they just say stuff like this interviews just to get a rise out of the gamer crowd, but if it does become a reality then it will be a small step in a slow process to make disc based games give way to digital distribution. They'll say "you already pay for demos why not just buy the rest of the game for this price we'll go ahead and knock off what you paid for the demo." And people will and then it will be ruined. A small ripple becomes a mighty tidal wave

ChronowerX_GT
ChronowerX_GT
14 years ago

I wouldn't have bought Just Cause 2 if I didn't try the demo first. Same with MGS4, Mirrors Edge and Burnout Paradise.

frylock25
frylock25
14 years ago

my reaction to this article from the headline was no f'n way will i pay for a demo. then i read the article and what he had to say. i could see his point. but i still will not pay for a demo. i will pay for a full game.

from what i remember demo comes from people wanting to demonstrate how great their product was so that people would buy it. its like askin me for $5 to see if i like it or not. those stupid infomercials on tv dont charge you to see how the product works. that is a demo of the product. i can go in a store and hear a preview clip of a song or stream one online if i want to preview a song, i dont pay for that. i go walkin through the store and those people with the little tray of food handing out samples of product dont ask me for anything other than to try it.

so no i dont think we are being cheap. i have wasted my money on crap games that i thought would be great but didnt have any kind of gameplay referance. sometimes i dont want to wait to find out and a demo before hand can help push a consumer in the direction to buy it. if a game company doesnt want to make a demo that is fine but the whole point is to attract customers that didnt already want the game.

also after last years brutal legend demo i have learned that demos can be VERY misleading. i still loved that game but the demo left out a key piece of game play. i kind of see why they did it cuz a lot of people would have been turned off by that part of the gameplay had it been in the demo.


Last edited by frylock25 on 4/17/2010 12:34:35 PM

Ben Dutka PSXE
Ben Dutka PSXE
14 years ago

I understand what some people are saying, but everyone is always guilty of being biased on such subjects based on their own financial situation. You have to look at the bigger picture; at what MOST would want to and/or could afford, and what would be considered reasonable from a business standpoint.

Can you sample about 20 minutes of a movie? Even for a cost? Is that an option? Can you read the first 50 pages of a book? Demos are a fairly unique thing (legally) and to have them be free IS a luxury, especially considering that it costs time and resources to produce. Essentially, you're getting something for free that is NOT free to make. Where the hell are you going to find that in a normal capitalist society?

frylock25
frylock25
14 years ago

from a business stand point Ben, you have to spend money to make money. demos fall in that territory for a business to me. not all games have demos. not all companies are spending money to make money. some can just sell a game on reputation alone. i can go in borders and sample any book or cd i want.


Last edited by frylock25 on 4/17/2010 12:44:27 PM

tes37
tes37
14 years ago

It feels like an attempt to get compensated for a game that didn't or isn't going to sell well. If the game is good they will make their money back for the demo. If the game sucks, we shouldn't bear the cost to keep them afloat.

A guaranteed payout when taking a risk is a luxury that none of us get, so why should they.

NeoHumpty
NeoHumpty
14 years ago

But, I can watch a commercial that gives me a good idea about the movie. A commercial for a game doesn't work as effectively because you're only seeing a fraction of the whole. You have no idea about the controls or the menus if you can't play it, which are two very important factors. And on my Kindle, I can read the first bit of a book. Maybe not 50 pages, but enough to get a good feel for it's style.

I wouldn't mind paying $1-$2 for certain demos, but I think a lot of smaller games would get skipped completely if there was a charge for what is basically a chance for them to advertise to me. Shouldn't the cost of making a demo be included in the games advertising budget? I'd like to think that some companies would not like the idea of a future with no demos.

frylock25
frylock25
14 years ago

i fully agree with neohumpty (except that $1-$2 part). demos amount to advertising. if you dont want to make a demo make a game play video. where you showcase gameplay. its about the same but the demo just lets people interact which goes to the next level of advertising.


Last edited by frylock25 on 4/17/2010 1:40:10 PM

daus26
daus26
14 years ago

I understand your argument Ben, but if it involves assuming me of being guilty of being bias towards this because of my financial situation, then that's where you're wrong.

This isn't something like us trying to convince developers to release their games at the $40 mark instead of $60, or something. This is Crytek, seeking money from consumers to advertise their game. And advertising always has its costs. How fair is that to other companies that's willing to take such risk to promote their stuff?

Ben Dutka PSXE
Ben Dutka PSXE
14 years ago

Those are all bad analogies. Going into a store and reading the first few pages of a book doesn't cost the publisher or the store money. It doesn't require any added time or resources to produce the product. It also costs nothing to put a CD in a machine and let people listen to it. It doesn't cost GameStop anything to put a game in the PS3 demo unit or download something off the PSN for previewing. All of this also requires that YOU go out of your way to sample it; none of it COMES to you.

Taking a chunk of a product and offering it to you for free AT COST TO the developers and publishers is unique to this industry. It costs money and time to do, and you can't expect to get it for free forever. In many ways, we really ARE spoiled.


Last edited by Ben Dutka PSXE on 4/17/2010 2:01:34 PM

piratedrunk
piratedrunk
14 years ago

Ben the gming industry is big business just like the movie industry. Movie makers spend millions and millions of dollars on advertizing because giving consumers a taste makes them more likely to go for the final product. There is no way game makers do not consider advertising costs when they are given the go ahead to make the game.

You mention you can't find anything like this elsewhere in capitalist society but the whole point of capitalism is we as consumers get to decide what we will and will not pay for and what we don't gets left behind ideally. I personally hope this idea is left behind because many of us do not want it.

JackC8
JackC8
14 years ago

Ahem…Speaking of bad analogies, 20 minutes of a 90 minute movie is about 22% of the movie. A game demo is nowhere near 22% of the full game.

Fifty pages of a book, which average about 250 pages, is 20%. Again…

US businesses spend over $400 billion a year on advertising – and that's exactly what demo's are. If the video game industry doesn't think they should have to incur such expenses, that's certainly their right. Seems to work pretty well for everybody else though.

Ben Dutka PSXE
Ben Dutka PSXE
14 years ago

You're still not getting it. Neither of the analogies are right because it requires your effort to go get it; it's not brought to you and it doesn't cost anything to give you. And ads are ads. THEY ARE NOT DEMOS. You can view the demo as an ad if you wish; the dollar amounts and resources required to produce them are very, very different from one another. You employ ad agencies for ads; you don't turn to the maker of the product and say, "you need to work more for no extra money."

I'm sorry, but there's a lot of cheapness thinly veiled under so-called "morals" going on around here. Some people should just own up to that.

And by the way, I'm not saying I'd pay for demos, either. I'm not saying you all should. I'm saying there's good cause to charge a nominal fee for them, and we should at least acknowledge that.


Last edited by Ben Dutka PSXE on 4/17/2010 4:19:24 PM

WorldEndsWithMe
WorldEndsWithMe
14 years ago

I'll own up to it, I have to be cheap to buy all the games I want. Which means I won't pay for a demo, which means most of the other cheap gamers out there won't either, which makes this idea a non-starter. It would net them more in sales of the final product to give a free demo (after the cost of making said demo) than to sell a demo and the game.

Shareware has always been "share"ware because the model works best. Are we spoiled? Probably, but that's how you get sales, you spoil the customer. And I think the analogies are good, movie previews cost money to make and advertise and they come to me on my TV. Advertising a book costs money too, and it comes to you in demo form via Amazon. A demo is an advertisement plain and simple.

laxpro2001
laxpro2001
14 years ago

Yes its not an "ad" but the whole point of putting out a demo is hoping that by trying the product out people will come interested enough in it to buy it (worked on me for Uncharted and Heavenly Sword) It's marketing and if done correctly it should increase your sales.

In reality you're spending a lot of money, time, and resources but you're putting out a great interactive ad on a medium where you have an excellent audience for your product. However you can definitely argue that:
1. There are multiple accounts per user on psn
2. The game might not appeal to all gamers
3. Not all PSN users play demos
So the ad won't be 100% effective

Most important part here:
I'm not saying a company doesn't have the right and shouldn't charge for a demo because they are there to make money. It might even allow us to see more demos up on the PSN so we can really make sure we enjoy the game before purchasing it for the general retail price of $60.

I think they need to do two things however:
1. Make the fee low enough so that people won't get turned off with purchasing it because it could in turn hurt sales more by turning people like World away who might have purchased the product

2. Release demos earlier… like before the game actually hits the market, at least if you are planning to charge for it.

Honestly IMO I think this is actually brilliant on the companies standpoint and its not going to kill consumers. Charging won't bring any extra costs (at least to my knowledge) and they will be able to re-cooperate some of the loss.

Also the people who will purchase the demo are likely the ones who will be persuaded the most by it. The reasoning behind this is they are probably on the fence about the purchase which is why they want to try the demo to begin with.

All in all its a good idea… I'm unsure if I'll ever purchase one but it will definitely help the industry.


Last edited by laxpro2001 on 4/17/2010 5:35:12 PM

NeoHumpty
NeoHumpty
14 years ago

I'll own up to some degree of cheapness, (I did say that I'd pay a small amount) but I already spend A LOT more money on the game business than I ever will movies or books. I can pretty easily come up with $150 that I've blown on good months of new releases.

My job has me giving out free samples all the time because it's a tried and true method. Not many customers in a grocery store are going to give a dollar to try your new cheese, but if they try it for free, they may pick up the $5 package.

And yes, Ben. I do get that you will still have to travel for it, and I promise that as soon as I can download free cheese, I will. lol.

Ben Dutka PSXE
Ben Dutka PSXE
14 years ago

I'm right there with you, laxpro, and I entirely agree.

aaronisbla
aaronisbla
14 years ago

Sorry Ben but you aren't gonna get many agreeing with you on this and for good reasons. A demo is just that, a demo. A sampling of sorts. Its like saying we shouldn't be surprised if grocery stores start charging us for the samples they have on display every now and then.

Those samples are free to the consumer because you want them to sample your product. But someone is is paying for the product being sampled because in order to bring in new potential customers, a demo/sample could really help out. Regardless of if the company has to go thru a bit of work to get the demo to the consumer, its in their best interest, especially if the game is good

Charging a potential customer for a sample ( which in our society normally means free ) is just a backlash waiting to happen.

And i agree, the 20 minute analogy was pretty bad, as a demo of a game is no where near that level.

Nerull
Nerull
14 years ago

Most demos, not all of course, are one of the earliest levels of the game and are virtually the same in the final build.
Paying for the same thing twice is hard to swallow which is why so many say if they're going to charge anything noticeable it should be deducted from the full purchase.
So given that most demos arrive shortly before the final release there shouldn't be much more cost to the team besides that fee that Sony charges to post it on the network, much like a tv network charges for air time.
Like most people are rightly saying, demos are just advertisement with some interactivity. A publisher has to spend on advertising to some degree either way to get their product the attention of the consumers, especially in today's crowded market.
What other mediums force us to pay to be advertised to? Besides cable which I'm not a user of.


Last edited by Nerull on 4/17/2010 9:25:29 PM

laxpro2001
laxpro2001
14 years ago

Glad to hear it though for everyone else I think you should read my post. I was originally going to side with you guys on this one but as I was writing the reply I was going for a two sided argument approach which got me thinking a little more logically and it makes sense for this to happen.

johnld
johnld
14 years ago

hahaha, the book thing might be flawed ben because i know a lot of people that read books at barnes and noble and not buy it.

ShadowRunner
ShadowRunner
14 years ago

"Can you sample about 20 minutes of a movie? Even for a cost? Is that an option?"

Actually 20 minutes out of 10 hours of gameplay is equivalent to 2.7 minutes out of a 90 minutes movie. I believe we get to preview around 5 times that amount before a movie is released in trailers.

And YES it costs movie studios to produce trailers, they don't just copy and paste some scenes.

MyWorstNightmar
MyWorstNightmar
14 years ago

I hope they do start charging for demos. Because the sooner they start charging for demos the sooner we get back to getting free demos.

This notion of charging for demos has probably been in the back of these publishers minds for years, and they always wonder if they can get away with charging for them. I say go for it, and they will see that it won't be received well, and they will not get the kind of exposure they are looking for. At that point, they will get back to free demos.

If they need to get some money SOMEHOW, then sell advertising. If before I get to play a Just Cause 2 demo, I have to watch a movie trailor for Kickass, or I have to watch a commercial for McDonalds, that is a small price to pay for a "free" demo. Or they could have a sponsor for the demo. "This demo is brought to you by Monster Energy drinks", and have the logo for the sponsor somewhere on the screen like they do on TV.

Get creative.

Ah, and labeling people as possibly being cheap? I am the consumer. They are the supplier. Out of these two entities, there is only one that stands to make or lose millions of dollars. It is up to the one that stands to lose the most to decide how to best make as much money as they can. If they decide to charge me to "sample" or be DEMOnstrated to, a piece of their product? That is just dumb logic to me.

I can't wait for a car salesman to try to charge me to test drive a car. And this logic that game demos are different because we don't have to "go anywhere" to sample a game, what are you talking about? If you want to make this argument like for like, then fine, put a demo on a cd, and put them in Gamestops for free. I will go there and get it, and take it home and play it, or perhaps play it in the store. Does that satisfy your argument, because they have just become the same, I had to go somewhere to get it. But now it just cost the publisher more money for the cost of the Blu-Ray, or cd disc. This whole downloading arangement works best for all, and for the publishers that it doesn't work for, then please charge for the demo and see where that gets you.

Scarecrow
Scarecrow
14 years ago

They'll be making demos for which they won't get a good return

Trust me, the day PSN/XBOX Live demos cost anything I'll just pass and read reviews, watch videos, etc.

In fact, I can't even remember playing many ps2 demos and I can say my ps2 library is one of the best ever…

*shrug*
Good luck to them!

I mean, I do understand that it costs them money. But to be truthful games cost a lot and I'm not about to pay for demos lol. Respect their choice, but I have my own choice as well, PASS!

frylock25
frylock25
14 years ago

yeah i agree good luck. actually people with gold subscriptions will probably pay for demos. EA is probably just tryin to hit up the xbot market for more money lol 😉

godsman
godsman
14 years ago

Why did Crytek suddenly become center of all news all of a sudden? Their Crysis PC sold horribly, I heard it was less than 100k in the US.

Jawknee
Jawknee
14 years ago

Yea, i don't download that many demos as is so charging for demos will only make me download them even less.

So,eh, good luck with that.

johnld
johnld
14 years ago

i only download demos because they're free. I already know what games im going to buy because they caught my interest through their videos. but if im not sure if i want it, i'll wait after release day. I downloaded a lot of demos and only liked a handful of them so i wont be paying for demos. besides, i can alway demo a game by buying a used game at gamestop and either keep it or give it back at no cost to me.

NeoHumpty
NeoHumpty
14 years ago

"The industry is still losing a lot of money to piracy as the market becomes more online-based."

So, the company should find ways to charge the honest people more? That don't make no sense.

Scarecrow
Scarecrow
14 years ago

They should just not release on it 360 then

Make it a ps3 exclusive and you won't get piracy

Jawknee
Jawknee
14 years ago

Why do you think those of us who pay for movies at the movie theater are paying 12.50 a ticket instead of 5 bucks like in the old days before piracy?

Bromus398
Bromus398
14 years ago

@ Jawknee

That's not technically correct. It feeds into it, but inflation along with being able to raise ticket prices and still have huge boxoffice sales, as well as more marketing executives in charge of studios has more to do with increased ticket prices than piracy. People could record films straight to VCR's, copy them easily with VCR's, get copies from overseas – same thing with the music industry. It's a nice to think of things that way, but if piracy was that ridiculously rampant and subversive the industries would be ruined. They're not. I'm not saying it doesn't have an effect, I'm just saying that much like the Comcast "someone we can't control but doesn't technically cost us enough money to find more effective ways of monitoring our own systems is probably stealing from us, so we will charge you more" argument. It's a partial truth.

Jawknee
Jawknee
14 years ago

All i know is i didn't start to see ticket prices sky rocket until piracy started to become more of an issue.


Last edited by Jawknee on 4/17/2010 2:12:38 PM

NeoHumpty
NeoHumpty
14 years ago

@Jawknee-Maybe the prices going up constantly is also helping piracy rise just as much as it works the other way, too. It's a nasty cycle.

Oh, no, people are stealing from us. Raise the prices to cover the losses.

Oh, no, they raised ticket prices again? Don't I have a friend that knows how to download stuff for free?

Oh, no, more people are stealing from us. Raise the prices.

Gamer Girl Gemo
Gamer Girl Gemo
14 years ago

What's that I hear? Money flying away?

Oh dear… How I'll miss thee…

What do I hear next? No more downloads?

Oh my… What a stupid mistake you hath made…

frylock25
frylock25
14 years ago

one day my room mate was bored and went on the PS Store and downloaded every demo he could find on to his ps3. no joke. he didnt have much on there besides the few game installs and a few cds. its a 160gb fatty drake edition. the hard drive had like 50 gigs left all from demos. it had to be like 200 demos or something. he went through almost all of them and a few that he liked he bought. he goes through much less of a gamer phase than i do there for spending much less time and money on the gaming.

i cant imagine he would have even spent his time on 10% of what he did if any of that cost anything.

he also has an xbox but has never paid for live and i cant remember the last time i even saw him play that stupid thing.


Last edited by frylock25 on 4/17/2010 1:35:10 PM

Ole_Gunner
Ole_Gunner
14 years ago

Cough Cough @Ben, the new apple book store lets u sample the first 100 pages of any book for free!n u cant sample the first 20 mins of a movie cuz that wudnt make sense to just watch that amount n say ''gee whiz,after those 20 mins im defo gonna get this movie''

FREE DEMOS = 😀

daus26
daus26
14 years ago

Well honestly, you could just go to any bookstore and read whatever. I've read so many magazines and books in the past, enough to satisfy me. If I like it, I buy it. If they were all wrapped up or in a case, I wouldn't have that option.

As for movies, trailers are like that in a way, but yeah that probably doesn't count. But, what about those stores like Best Buy or Costco that shows a full-length movie on the TVs they're promoting? There are also On Demand movies that let viewers watch the first 5-10 minutes of the movie. In the end, it doesn't matter in this argument because movies and games are totally different things.

Ben Dutka PSXE
Ben Dutka PSXE
14 years ago

Read above. All of that is irrelevant. You had to go to the store and read the book, and that doesn't cost the maker of that book any extra money. And as I said above, ads are demos are entirely different; perhaps not in their intention, but in how they're produced.


Last edited by Ben Dutka PSXE on 4/17/2010 4:17:54 PM

WorldEndsWithMe
WorldEndsWithMe
14 years ago

Movies at the library are free.

daus26
daus26
14 years ago

I know they're irrelevant, which is why I wondered why you even bought in movies and books into the argument in your post above.

However, I'd like to add that there are some risks involve for giving away samples or letting books out in the open and such. There's two possibility when you're letting a consumer preview the items, and that's whether they like it or not. If they like it, great, but if they don't, then that would effect both the store and the company because of sales.

Companies are aware of that, cause those who let people sample their stuff are usually (better be) confident that the majority will be in favor.

Honestly, movies and books shouldn't even be bought into this argument in the first place. The experience itself is completely different.


Last edited by daus26 on 4/17/2010 6:56:44 PM

WorldEndsWithMe
WorldEndsWithMe
14 years ago

The experience might be different but the outlet isn't, it's all entertainment.