http://www.pcgamesn.com/article/jesse-schell-releasing-demo-harms-your-game-sales
Games without demos sell better than games with demos. That’s the message delivered by Puzzle Clubhouse CEO and analyst Jesse Schell at a DICE keynote this year.
Citing data from the video game research and consulting company EEDAR, Schell said that Xbox 360 games without a demo or a trailer sold less than 100,000 units on average. Meanwhile, those with just a demo sold around 200,000 and those with both a demo and a trailer averaged around 250,000. However, those with only a trailer averaged over 500,000.
"You mean we spent all this money making a demo and getting it out there, and it cut our sales in half?" said Schell, imitating a concerned publisher. "Yes, that's exactly what happened to you."
"People see the trailer and they're like 'that's cool!' and they made a plan. 'I gotta try that game!'" said Schell. "And then when they play the demo [and they think] 'alright I've tried that game. That was cool. I'm done.' But the things with no demo, you've got to buy it if you want to try it."
It’s an interesting report, one perhaps skewed by factors like marketing budgets and brand cache. A game like Call of Duty, for example, doesn’t really need a demo because those that intend to buy it have likely made up their minds long before release.
Meanwhile, for more niche prospects, demos can be a vital tool in letting potential consumers know that they may not have heard of a game, but they may well enjoy it.
Games without demos sell better than games with demos. That’s the message delivered by Puzzle Clubhouse CEO and analyst Jesse Schell at a DICE keynote this year.
Citing data from the video game research and consulting company EEDAR, Schell said that Xbox 360 games without a demo or a trailer sold less than 100,000 units on average. Meanwhile, those with just a demo sold around 200,000 and those with both a demo and a trailer averaged around 250,000. However, those with only a trailer averaged over 500,000.
"You mean we spent all this money making a demo and getting it out there, and it cut our sales in half?" said Schell, imitating a concerned publisher. "Yes, that's exactly what happened to you."
"People see the trailer and they're like 'that's cool!' and they made a plan. 'I gotta try that game!'" said Schell. "And then when they play the demo [and they think] 'alright I've tried that game. That was cool. I'm done.' But the things with no demo, you've got to buy it if you want to try it."
It’s an interesting report, one perhaps skewed by factors like marketing budgets and brand cache. A game like Call of Duty, for example, doesn’t really need a demo because those that intend to buy it have likely made up their minds long before release.
Meanwhile, for more niche prospects, demos can be a vital tool in letting potential consumers know that they may not have heard of a game, but they may well enjoy it.
