They need to get their heads on straight.
MUSIC is completely dominated by piracy. There is no music anywhere that cannoted be pirated and put on torrent the day it's released. If nothing else, you could just rerecord the track while playing it on a music device. It CANNOT be protected.
And yet iTunes makes a killing on their store, featuring music they don't even make themselves.
It's really, really basic economics. If you offer more value for the same money, you get the sale. By virtue of legal ownership of the IP, you already have great advantages over any pirate - you can freely offer or do stuff they will have more difficulty matching, like continuous online development after release. Furthermore, simply the virtue of being "legit" is itself something of a luxury tag - worth something in itself.
No DRM scheme is going to work, even if you hardcode it into the thing. Heck, old Nintendo Famicom cartridges were hardwired software onto a chipset recognized only by a specialized machine and even that got pirated.