Rein: Big Publishers Will Run Digital Distribution, Too

Has digital distribution made games cheaper? Uh, no. But lots of people thought it would. That's not the only myth surrounding the digital delivery of games: the idea persists that selling your games online will be a way to get around the dominance currently enjoyed by big publishers in the bricks-n-mortar retail sector. Well, according to Mark Rein, that's all a load of codswallop:

Digital distribution is not a replacement for a publisher...They'll be paying for marketing just like they do for positioning in a store. The big publishers are going to own the front of those online stores.
Were I a small-time developer, that would be terribly depressing, but since I'm not , I will admit it does sound like a fairly predictable scenario.

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