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High Street cheaper than 360 Games-On-Demand

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High Street cheaper than 360 Games-On-Demand

Microsoft’s digital service to offer premium prices – but has retail got the shelf space to compete?

Though we’re yet to hear the specific price of each title heading to Microsoft’s Xbox 360 Games On Demand service next week, Joystiq is claiming that all titles will be priced between 1,600 MS Points (£13.50) and 2,400 MS Points (£20).

This is good news for bricks and mortar retail – MCV research has shown that nearly all of the titles due to arrive on the service next week can be sourced for significantly less on the High Street.

Taking eight of the titles that will form the debut offering for Microsoft’s Games-On-Demand service, MCV used online price comparison site GamesTracker and phoned a number of GAME outlets to find how much physical copies currently cost:

* Assassins Creed – £14.99 (High Street); £8.99 (Online)
* Elder Scrolls IV: Oblivion – £14.99 (High Street); £9.94 (Online)
* Fight Night Round 3 – £14.99 (High Street); £6.19 (Online)
* Perfect Dark Zero – £4.99 (High Street); £4.99 (Online)
* Prey – £? (High Street); £4.99 (Online)
* Rockstar Presents Table Tennis – £4.99 (High Street); £4.34 (Online)
* Sega Rally – £9.99 (High Street); £7.39 (Online)
* Viva Pinata 2 – £? (High Street); £7.98 (Online)

As the results show, at the very least retail looks to be competitive with Microsoft’s price. In the majority of cases retail looks to be significantly cheaper, particularly when shopping online.

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And these prices don’t take into account the savings that can be made when buying pre-owned.

However, one obstacle that High Street retail might face is shelf space and stock availability. MCV was unable to obtain prices for two games – Prey and Viva Pinata 2 – as none of the ten stores contacted had any stock of either title.

MCV contacted Microsoft was unable to confirm the UK Games-On-Demand pricing at the time of writing.

In further Games-On-Demand news, three additional titles have been added to the North American Games on Demand selection that won’t be appearing on the European service next week – 2K Games’ BioShock, Namco’s Ridge Racer 6 and Konami’s Karaoke Revolution American Idol Encore.

Fair competition?

posted by benmully Aug 06, 2009 at 2:03 pm
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benmully

I think competition is one area that really hasn't been addressed in digital downloads. Take for example WiiWare, you can only buy direct via Nintendo, there is one set price, no sales, no competition, you can't shop around. What happens when/if all go digital? PSPGo will be the next test, but I'm not looking forward to paying full whack or what Microsoft/Sony/Nintendo want to charge and there is no other avenue to buy from!

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Closed shop

posted by simon wood Aug 06, 2009 at 4:19 pm
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simon wood

Download only games must surely be a topic for the office of fair trading ,and you have no physical product to trade in after playing the customer will always be onto a loser with this one im afraid .

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Its inevitable...

posted by scottmpamp Aug 06, 2009 at 10:00 pm
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Look at the online success of Battlefield 1943. Digital download is definitely the future, even if it doesnt come as soon as many people think.
Although the lack of a tangible product is a very valid reason against downloads, do I think most of us will get over that one in time.

Even with the tangible product being a reason to buy in the shops, there will be many that decide they want to buy a game there and then (allowing for download time of course) rather than make the trip to a store or wait a day or two ordering online. This really does aid the impulse buyer.

However I loved receiving games as presents as a kid, wrapped under the tree etc....I dont think it will be the same experience buying my kid a digital download for xmas ?

Both have their pros and cons.

However, retail has been happy to reap the profits on second hand games for a while now, now it is their turn to respond.

One fact remains though, for the time being the console itself still needs to distributed and can't be downloaded. Relations with retail can't be soured too much if Microsoft still want to sell the consoles through this avenue.

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Digi Distribution

posted by Ruffle Aug 10, 2009 at 5:54 pm
4

The fact is; Digital Distribution is coming and it is something to be embraced not feared... This may close doors for some people who fail to change their business model and explore new avenues, but as they say, "for every door closed there's a window opened"

As Scott said, the big 3 won't burn their bridges with bricks and mortar retail outlets (cos they have to sell they still have to sell physical untis) BUT 3rd party developers may well look to seek a direct route to market. It's something that is going to effect everyone from a business and consumer level...

The music industry was the first to go through this change... The games industry will have to learn from this in order not to get burnt! So far it seems things are being done... But it'll be interesting to see how it pans out ;)

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MCV is the leading trade news and community site for all professionals working within the UK and international video games market. It reaches everyone from store manager to CEO, covering the entire industry. MCV is published by Intent Media, which specialises in entertainment, leisure and technology markets

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