Euro marketing boss David Gosen calls on industry to spread releases through the year
Microsoft’s European marketing boss for Xbox has questioned the continued concentration on Q4 and Christmas by publishers.
David Gosen told MCV that he was concerned by the “seasonality” of the UK trade – and called on suppliers to take more risks when choosing release dates for major titles.
“We still have a very seasonally-focussed business,” he said. “You only need look at last Christmas, when nearly 200 titles were released in the space of three or four weeks. There was that crazy week, third week of November.
“The big brands reached the top and everything else was left by the wayside. It’s becoming harder and harder to establish new IP in that environment. You have to ask if that’s sustainable.”
Gosen pointed to Capcom’s success with its release of Resident Evil 5 last month. According to GfK-ChartTrack/ELSPA data, the title was the second biggest-selling game in March and Xbox 360’s most successful game in Q1.
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He added: “Of course Christmas is still the key selling period, but we need to look at de-seasonalising. We launched GTA IV at this time last year, and Capcom’s Resident Evil has shown that you can be successful. As more publishers do this, we’ll create a second or third release window, and that will be great news for the industry.”
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i think this has already happened, and started with Metal gear 4, big games are now starting to be released in feb, june, july, look at prototype, infamous, red faction, its about time, the 3 month drowts were getting hard in retail,normally after xmas you have to wait until march for a release, this year was alot different and i hope this trend continues, too mnay games release in the same month even week of november / decemeber and some games are over looked because of this.
Big Names
Big titles can be released whenever they want, there reputation carrys them whenever.
Its all the rest that suffers for a good slot in the schedual.
Couldn't agree more
Every publisher seems to be aiming for a christmas release, additionally I'm sick of publishers telling me about games that won't be out for 12 months or more. Why don't they get the game ready, then publicise 1 month before.
I'm sick of waiting 12 months for a game - knowing that it will have not improved from the first preview shown months earlier.
The money is here waiting for games - but it seems like they would rather keep their userbase hanging like a fish on line, - maybe this is how they get their kicks.
$Swear$
Spread the fun.
I believe there is no reason for publishers to hold back games or plan a release for November or December. Honestly, how many of you have been disappointed getting out of school for the summer only to find no new games will be out till Christmas season? This is getting old.
If you give me the option of buying a good game before the holidays I am going to buy it regardless of what season it is.
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