Reference no: EM133294410

On the 4th of March this year, Polyphony Digital and Sony released Gran Turismo 7 (GT7) for the PlayStation. Reviews made prior to release were glowing, with every aspect of the game available to reviewers, except the online store, eager fans of the series were happy to see the return of a full title. It had been almost 10 years since GT6.

The game focuses on collecting cars as well as racing, with players levelling up each time they collect a new car. Players go through a story mode where they race to win collectable cars. After this, cars are only available for purchase, with some desirable cars priced at 20 million in game credits.

At the time of release, the highest paying races paid out not much more than around 60,000 credits (you could win a bonus of 50% for a 'clean' race). If you raced every day you also received a 'roulette' ticket where you had a chance to win credits or prizes. Players soon discovered that the prize was almost always the lowest amount available (<10,000 credits).

There was an alternative. Micro-transactions. Players can purchase 2 million credits for $29.95AUD, making those collectable cars that the game tries to make you buy cost almost $300. Given the impossibly low pay outs in races, it was clear that Sony and Polyphony Digital were trying very hard to force players to pay more money in a game that had already cost more than $100.

Many would simply say that what these two firms are doing is not illegal. However, as you now know, legality and morality are not the same thing, and such a view is simplistic.

Question 1 - Ethics

Using the three psychological dynamics to ethics, discuss the 'drivers' of the ethical problems outlined in the case above.

Question 2 - Management

Responding to changes in the market and the needs of customers has always been important, but these days customers can communicate rapidly and form online 'posses' to express their disdain for corporate decisions. In the case of GT7, the game was 'review bombed' causing the game's score to drop to the single digits - a record low.

Outline how you would respond to customers if you were managing Polyphony Digital.