Computer Games Pricing Strategy
Despite the widespread UK downturn, the interactive games industry continues to flourish, it’s strange to think that the row over the cost of games seems to have finally calmed down, at one point in the mid-nineties titles were retailing for around £60 which sparked outraged amongst consumers. Prices have now stabilized to a more affordable £40 per title, with premium releases which are guaranteed to sell well usually going for around the £50 mark. The complaints seemed to subside when gamers realised how much they were really getting out of their purchases. Comparing games to other entertainment media such as the DVD really reveals their value. An average new release DVD or Blue Ray will retail for around £15, much cheaper than a game but while it provides just a couple of hours entertainment, a game can keep you occupied for days.
This considered, pricing strategy on games does not seem so absurd. Entertainment value varies from game to game but the average £40 title will provide around ten hours play through time? Very much so, but there is more to than that. An estimated ten hour playing time is indeed a very rough estimate, games do not conform to a linear narrative pattern, giving players the freedom to stray from the beaten track. Even if players try to finish the game as quickly as possible they will no doubt encounter difficulties and set backs which extend the experience.
A DVD is often allocated a 2-3 hour period of an evening to be watched in one hit, a game on the other hand can be re visited at set intervals meaning the play time can be potentially infinite! Modern games can also be added to and modified content wise through PSN and Xbox Live, this means they have value added to them gradually for a small extra fee, the online aspect means games can be enjoyed with friends for months or even years after they’ve been completed. The fact that companies like Microsoft have diversified into retailing online content and peripheral gadgets and console accessories means their income goes way beyond games sales. Games provide hours of individual or group entertainment and make great gifts for him or stocking fillers.