What is Dlc?

DLC, or downloadable content, is digital content that game developers release on top of their base games. It comes in many forms, including:

• Levels, quests, and storylines
• Character and weapon skins
• Items and powerups
• Mounts and pets
• Character housing options and decorative items
• Art books and music scores

DLC can be cosmetic, meaning it changes the way characters and game assets look but not how the game functions. There are other kinds of downloadable content, though, that give characters access to resources and items that impact gameplay.

For example, a game that has mounts might offer different horses as DLC. If some horses have twice the travel speed, it gives players with those mounts an advantage over other players. 

Where did downloadable content come from?

In the 80s, the first forms of DLC came onto the scene with PlayCable (for the Intellivision) and GameLine (for the Atari 2600) came out. Both of these services and their accompanying hardware distributed games remotely. The PlayCable used cable TV lines and the GameLine used phone lines, but they both allowed players to access games without hard copies. But it wasn’t until the 90s that downloadable content as we know it today in gaming started to materialize.

Total Annihilation (1997) from Cavedog Entertainment is often cited as the first game to regularly offer DLC: there were monthly releases that added new units, maps, etc. At the same time, video game modding also took off as players themselves built on top of their favorite games, sharing their efforts with other users. By the early 2000s, digital game distribution through Steam made DLC more accessible, and consoles like the SEGA DreamCast and Xbox began offering DLC capabilities - by the end of the decade, DLC became a pillar of the gaming industry. 

Why is DLC so important?

Downloadable content has stuck around for a reason. It allows you to expand on the worlds you build, which players get further enjoyment from. And you can earn more revenue than just a static product could offer - you’re basically juicing the lemon (your game) for all its worth. The prevalence of DLC has also led to players anticipating it, either as a pre-launch offer or a post-launch staple (or both!).

The launch of Bandai Namco’s Elden Ring Shadow of the Erdtree in 2024 exemplifies the power of DLC. Arguably one of the top games with the best DLCs, it sold five million copies in three days. And the impact on revenue was so high that Bandai Namco revised their financial forecasts for the year. Shadow of the Erdtree was a full expansion for Elden Ring - and even though not every DLC package is that massive, it shows how impactful downloadable content can be.

Considerations for offering DLC

The value proposition of downloadable content may seem pretty straightforward, but the implementation is where things get tricky. Before deciding on a DLC strategy, you should consider player opinions on the topic. You might want to ask your own playerbase about it, but at a general level, players can fault DLC when it:

• Seems like content that should’ve been included in the base game
• Doesn’t provide any value
• Opens the way for pay-to-win paths
• Causes balancing issues and fractures the playerbase
• Feels predatory or contributes to video game addiction

For example, Bethesda’s The Elder Scrolls IV: Oblivion “Horse Armor” is a notoriously criticized piece of DLC. Players paid only a few dollars, but what they received was purely cosmetic horse armor that offered no real value in a single-player game. Players felt it was a form of predatory monetization, and the downloadable content stands as a lesson for other developers in understanding player concerns around DLC.

If you decide to offer DLC, you should also consider:

• The types you want to offer
• Whether to offer free content, paid content, or a combination of both
• The development cost of creating DLC
• How to market DLC to your players
• Whether you’ll offer DLC as a preorder
• What your release schedule will be

Let’s dive into each of these in a little more detail.

Decide on DLC types for your game

The types of downloadable content you offer depend a lot on your game. For a strategy game, you might offer new campaigns or levels. Meanwhile, for a first-person shooter (FPS), weapon and character skins are common options. Explore which options fit your game and playerbase the best, and then fine-tune them over time.

Many developers use DLC to differentiate between tiers or editions of the game. You can even do this if your game is still in development - you can offer the downloadable content as a pre-order.  For example, Bethesda’s Doom: The Dark Ages is a DLC available in three editions, which were available for pre-order prior to the May 2025 launch.  

Define free and paid DLC options

While downloadable content is often something players pay for, there are several types of free DLC, too. Most games do regular maintenance patches, bug fixes, and updates, all of which are free. You can also explore running promotions on larger DLC releases (e.g., new levels, new characters) to discount them or offer them for free for a limited time.

If you offer paid DLC, how much you charge will depend on:

• The types you have
• How frequently you release DLC
• Your development costs
• Your player base

Try to find the right balance between these four areas so that players feel rewarded but you still benefit from the sales. Many games, for example, offer cosmetic DLC at lower price points. This makes sense because these generally have lower development costs, and developers can release them more frequently. Plus, players are likely to spend less on these because they have less of an impact on gameplay - they’re only status symbols or for the player’s own enjoyment. For larger DLC releases, like expansions, developers often charge more because content like this requires more development time - and players are likely to spend more because it’s a significant addition to the core game.

Determine your development cost

DLC has an internal development cost, which can vary depending on the type of content. Reskins may have a very low cost, for example, but offering new missions or expansions require more resources and longer timelines. 

Define how to market your DLC

How you talk to players about downloadable content will have a huge impact on how it’s received. You can ensure that players don’t need the DLC to enjoy the base game - or if your DLC is only cosmetic, players won’t need to worry about being outpaced by players that purchase the DLC. This can avoid the critique that your downloadable content offers a play-to-win route or reduces the value of the original game.

Clear, upfront communication about your DLC offerings is often appreciated by players. Whether it’s before or after you launch, engaging with players on this topic and sharing details across your social media accounts, in Discord, and/or through in-game notifications can help prevent negative perceptions. 

Set a release schedule

Your release schedule depends heavily on the types of DLC you offer, other roadmap initiatives (e.g., promotions, core game improvements, bug fixes), and even the time of year. Many developers schedule DLC releases during holidays, esports events, and game anniversaries because player engagement often spikes at those times - and revenue potential is higher. When setting a schedule, try to keep the broader picture in mind so that you can release your DLC at the right time.

Distribute your DLC with Stash

With a first-party game launcher, you can distribute DLC directly to players. You don’t have to pay the 30% commission to a third-party platform or work within their confines, and you get full control over the player experience. Reach out to us to learn more about building your own custom game launcher tailored to your game and players to start your DLC journey.