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On Launching Major Videogames Outside Xmas
Thanks to the Hollywood Reporter for its column discussing major videogames originally due to launch in time for Christmas 2003, but which didn't quite make it. In the course of discussing these titles, which include James Bond 007: Everything Or Nothing, the article notes: "Game publishers, in general, recognize that the Christmas rush... is a huge marketing problem. This past Christmas, they say, there were too many good games coming out at the same time and quite a few didn't sell well." A spokesperson for Microsoft elaborates on this: "My prediction is we'll be spreading out the releases and shipping some in early September and others in January and February of 2005... But we can only do that with really great games that can stand on their own." Is weak sales when launching outside the holiday season a genuine problem, or just a self-perpetuating myth?
Come on, people. It seems to me that every Christmas a certain number of games is going to be sold. It doesn't matter if those games are less than a month old! Kid wants game, parents buy game. I'm not saying taking a flagship-type title and releasing it Dec. 1 is a bad idea, not at all. But releasing a huge mash of games? Mightn't it be better to just have a couple great new ones, backed up by similiarly solid, but slightly older titles?
Much more than that, I hate having to wait for Xmas for half the games I want to come out. I miss out on games that way. I can only get a few out of the cluster. And I'm not always likely to go back and catch the remains later. I would probably buy more games, overall, if more companies had more even release schedules.
The industry really needs a good way to keep consumers up to date about titles that are released and a way to test them out. Magazines that consist of nothing but demo CD's, for example, or timed kiosks at stores. Sure, they'd be swamped all of the time, but that's what kiosks are for.
When a new movie is released, there is an entire secondary industry around promoting it's theatre release, a cheap theater release, it sees more hype at rental stores, and finally the television premier nets more airtime. With videogames it is all or nothing, with a store shelf release that will see 1/2 of the profits in the first two months, ultimately culminating in... A store shelf release. The only people telling anyone about a game are the magazines and websites that people who are interested can go to. When was the last time you went to a website to hear hype about LOTR?
We need to get the industry to the point where John Tesh on E! gushing about Half Life 2's amazing graphics and solid storyline. Maybe then the quirky little games can have their spotlight... and their elongated shelf life.
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