Point-of-sale video game activations won't work

Don Reisinger @ Cnet: "The Entertainment Merchants Association, an organization that represents North American entertainment retailers, reported in the latest edition of its trade publication, Inside EMA, that point-of-sale video game activations could help save the industry "billions of dollars" in lost sales due to theft and piracy.

Dubbed Project Lazarus, the organization's initiative plans to determine "the feasibility of deploying 'benefit denial' technology on retail optical discs."

According to the EMA, its study has found that benefit denial, the "concept of denying a shoplifter or internal thief the ability to use stolen goods," could lead to reductions in theft and piracy.

The EMA thinks that this is the future. I think that the plan is a loser."

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