Newell on videogame piracy

One thing that we have learned is that piracy is not a pricing issue. It's a service issue. The easiest way to stop piracy is not by putting antipiracy technology to work. It's by giving those people a service that's better than what they're receiving from the pirates. For example, Russia. You say, 'Oh, we're going to enter Russia,' people say, 'You're doomed, they'll pirate everything in Russia.' Russia now outside of Germany is our largest continental European market... the people who are telling you that Russians pirate everything are the people who wait six months to localize their product into Russia. So that, as far as we're concerned, is asked and answered. It doesn't take much in terms of providing a better service to make pirates a non-issue."