With the release of Mass Effect 2 today, Bioware pushes further into digital content. “We are trying to create an ongoing digital strategy around connecting with players,” said Dr. Greg Zeschuk, cofounder of Bioware. The game is launching with the Cerberus Network, an in-game channel for the company to connect with players, sharing with them free downloads and news from Bioware. “In a player’s perspective, they just put a code in and get some stuff. It’s also a channel for us to communicate with the player. Just that ability to open a channel with them, your most engaged and interested fans, is pretty valuable.”

Read the full article at Fast Company.