We didn't care about other stuff, but--at least according to our contract, I was told--we had to allow players to join the game from the Gamespy Arcade lobby where they might already have a Gamespy login identity and do whatever it is Gamespy's community does. I really don't know: Read game reviews, I guess, and look at all of Gamespy's advertisements or something? It just seemed pointless to me. Maybe there's something to gain from getting your
There is potentially a point to this, and it's a huge advantage, but not to the game developer! I'm not saying GS are necessarily doing it, but there are some mainstream games companies who know exactly what they're doing in this vein, and it is subtle and evil. It's all about making sure that in the long run *they* have the names and addresses of all the customers, and you don't. Making sure that the customer sees *their* name on everything (in particular on the game and on any bill), and never sees yours.
In short, it's all about "owning the customer relationship" because, as any MBA student will tell you, if you own that then you've already stolen the customer away from whoever wrote the game, whether or not the developer and customer realise it. This is the biggest thing about .NET that had corporates scared - they knew MS was going to steal the customer relationship. Equally, it's something that people like Vodafone are desperately trying to do to Nokia: at the moment, most people have a stronger loyalty to their mobile manufacturer than to their network provider. This is unusual for a consumer industry, since the day-to-day relationship (the person who bills you, who gives you service, etc) is the network provider (although it's far from unique). People like Voda are really unhappy about this, and know that if they can get the customer relationship off Nokia, then Nokia will die quickly, and will stop dictating to network providers, and will stop making lots of money that they reckon they should be making instead.
So, be very careful when someone wants to do your customer support for you; I won't name names but there really are some out there who's only concern is getting those customer relationships - even if they lose money on every game to do so! In the long run, the relationships are worth a lot more than short-term profits.