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EA Access embraces the criminal thrill of value-priced games

Speaking onstage today at GamesBeat, EA CEO Andrew Wilson said his company's EA Access subscription service was designed to thrill customers by making them feel like they're stealing from the company.
"What we want is to make you feel like what you get is worth more than the money you have in your pocket."
- EA CEO Andrew Wilson details the psychological tricks built into the EA Access subscription service. Speaking onstage today at the GamesBeat event in San Francisco, EA CEO Andrew Wilson drummed up some interest in the EA Access subscription service by comparing its allure to that of your average dollar store: customers are excited to pay because they feel like they're getting a steal of a deal. "It’s really about saying that there is a player that wants to engage in our games at a huge value," Wilson said. He compared the allure of EA Access -- a $5/month or $30/year Xbox One service that offers subscribers free or discounted access to digital EA titles -- to stealing, and suggested that EA explicitly designed the service to make subscribers feel as if they were getting one over on the company. You can read a more thorough synopsis of Wilson's talk over on the GamesBeat website. It's an interesting bit of insight into how EA is marketing itself amidst a dearth of AAA titles, though Wilson's fresh emphasis on value-pricing games may be troubling for developers concerned about a perceived "race to the bottom" in digital game pricing.

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