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Survey: What Makes Players Choose New Games Instead Of Used?
by Leigh Alexander [PC, Console/PC]
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November 23, 2010
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In recent months, used retail video game sales have been rising, at least from a profitability importance point of view for big firms like GameStop, even as new game sales decline.
Game publishers have watched this trend closely, hoping to learn what constitutes a value add for players to incentivize them to buy new. The answer might be surprise you, suggests a new analyst survey.
According to the research conducted by analyst group Cowen and Company, one of the most-selected answers was "I want a new copy." at 54 percent, as players wanted to avoid the potential of scratched disks, missing manuals or they simply prefer new possessions rather than second-hand.
Timeliness was important to 49 percent of players who saw getting a game on launch day as a motive to buy new.
Cowen analyst Doug Creutz says that desire for immediacy alongside the rising share for used games helps explain why the recent pattern for game sales has been a very high launch day spike followed by a swifter drop-off than past trends have shown.
It "speaks to the increasing degree to which new game sales, particularly for core gamer titles, have gotten frontloaded," he says.
Only 33 percent of the respondents said there was a small price difference between new and used games such that buying new was worthwhile. "When considering some of the tactics the publishers have used to try and steer gamers away from used game purchases, our respondents considered them of lower importance," Creutz notes.
"'I want access to bonus content' was selected by 26 percent, 'I plan on buying downloadable content' was selected by 21 percent, as was 'I want access to online play', and 'I want to get a collector’s edition of the game' was selected by 20 percent."
The least popular reason to buy new? "In what is sure to be disappointing news to game developers and those hoping for moral enlightenment, only 16 percent of our respondents answered affirmatively to "I want to support the economics of the game industry'."
However, 70 percent of gamers who responded to a survey by say they buy a game new "if they plan on playing it for a long time" -- a strange finding, notes Creutz, considering that whether or not a game is purchased new does not affect the amount of playtime it offers.
"We suspect there is a behavioral psychology factor at work, where gamers have an easier time justifying the higher price of a new game if they expect to get more use/value out of it, even though the utility of new vs. used on that basis isn't any different," says Creutz.
Cowen's survey was based on a population sample intended to represent the U.S video game marketplace: 1,300 individuals, 1,001 of which were video game players.
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Not to mention all the used game deals and promotions that are put on pushing customers towards used instead of new, basically selling used as a much better deal and an almost "don't get suckered buying new" message.
Count me in the 54% that simply want a new possession rather than second-hand, and not because I want to have a collectible game. I will only buy used games if there's absolutely no other recourse to obtain it.
It's makes sense as it means that the staff member should find it easier to sell that said game if they know what the content is like.
However letting them play new games would be a massive No-No. It wouldn't be a new game if it has been played and that would be mis-selling.
Here's one long-winded apologia by a Gamestop staffer: http://consumerist.com/2007/11/28-confessions-of-a-gamestop-shift-supervi sor.htm
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Personally, I wouldn't be caught dead shopping at a Gamestop. Pity there are so few physical retail alternatives these days.
That also plays a big part in my buying games full price. Take Marvel vs. Capcom 3 which is going to feature a ridiculous amount of PAID unlock codes for things already on the disc... I would almost purposefully buy that cheap and used because of the crap tactics used to gain more money, those tactics backfire in my book. If all of that content was unlock-able by playing the game w/o paying more money for "keys" then I'd buy it brand new within the first week of release.
I think a major reason is that the game industry has expanded to the point where there are so many games being released its impossible for people to buy them all, so the ability to buy used or sell your games toward the purchase of new or used has been come a viable option.
There are plenty of games that i would love to buy new.. but due to the fact that I'm not swimming in the bucks.. means that i must pick a few "must have games" for purchase as new.. and then turn to the discounts afforded by used games to get some of the other titles i want..
Only time I'll ever really get a used game is if I am low on cash or its a deal I can't refuse--$15 or less. Otherwise I generally opt to support the Devs, avoid the rabid Gamestop employees(Wanna preorder?), and get myself a nice new copy of a game--with manual and no scratches or fingerprints in sight.
i've rented games for a few weeks (Borderlands) and then gave it back which was much cheaper than buy new or used. if rentals weren't around i'd probably buy even more used games but this survey doesn't reveal that much that doesn't seem obvious.
There are some games that people tend to buy and keep because they are good. For such games, it is hard to even find a used copy that is cheaper than new in the first six months of release so if you want to play them without waiting for quite a while, you have to buy them new.
Just a quick reminder: It is not immoral to buy or sell used video games. Nor are we under any obligation to “support the economics of the game industry.” A packaged game is a physical good that I can do whatever I want with. Once I’ve purchased it, I can play it, throw it around like a Frisbee, or sell to it someone else. Perhaps all three.
Partly to support the industry, but also because used games are gross.
With that said, there is nothing moral/ethical about it as Jeffrey Fleming mentioned. You can even give it away! If anything, denying part of your household to play a game to prevent used game sales how I considered the industry wronged the consumer i.e. including one-time use code for online play in new games.
When someone buys a game used, it ZEROS OUT OUR MARGINS. Which is fine, it's business, we have to adjust, yada yada yada. But we can't make money just magically appear. If we make less money, you will eventually get less product to match.
In other words, when you* buy used, you really aren't saving any money at all because you just end up paying down the line through some other (and usually even less popular) means. Fortunately for Gamestop, the average consumer doesn't think this far ahead, which is why the used game business is so successful.
*I'm using "you" proverbially here, I'm not directing it towards you personally.
Otherwise I buy, and sell my used games on EBay. For me that is only place to do business for used video games. I have NEVER had a negative experience with used games on EBay. People have always done me right and I have always done good on other people when selling to them.
If it's a gift then the likely hood of it being pre-owned is unlikely.
Not many people want to come across as a cheapskate when buying gifts.
While sometimes pre-owed will look the same as brand new, it's missing the cellophane and also that new video game smell. You all know what I'm mean that smell you get from the disk and manual that you only seem to get when you break the seal of the box.
Buying from places like eBay or individual sellers on Amazon or Craig's list is a different story. For rare or hard to find items these are typically the only options and in those cases I make an exception.
Tell me about it. EBay was the ONLY way I got Star Wars Force Unleashed Sith Edition for the PS3.
I haven't bought a boxed game in some time though, I tend to rent or borrow it now. They are more expensive here than in the US (despite the almost identical exchange rate), and you can't trust reviewers anymore.
I did buy a few steam/downloadable, tho.
One of my friends introduced me to Goozex.com awhile ago and I tend to use that service more than anything. I like the cross trading ability along with having a quality standard behind the trades.
But I have so little money and so many games I want to play that it's simply not an option for me.
I play games to have fun. I don't need my digital fun soaking up all my disposable income. So I get games for as cheap as possible.
I also could care less about "supporting" a developer. If they aren't turning a profit, then they need to reanalyze their business model. Blaming used games or piracy is foolish. These things are apart of the industry. Deal with it.
I've always wondered why studios haven't explored alternative sources of income. Product placement and advertising has huge potential in video games.
...but for only the price of a cup of coffee a day I could feed and school a child in another country...
...man I'm a dick.
As for today, I still prefer the prospect of new as there is not much price difference and for $5-$10 more I would like a game without scratches. At least I know I was trying to take care of my machine.
However, I agree with the poster who stated that there are so many games today that buying used could look more inviting - especially since GameStop has the "return any used game within 7 days for your money back" incentive.
However, I am happy that demos are being released for more titles, so I can try out a game and then choose to buy a new game I will enjoy.
The point is; used games is not the fault of these brick and mortar outlets, they don't going around forcing consumers to return their games (especially if the consumer is still playing and joying it), it’s the consumers that returns THEIR games by THEIR own will.
We as game developers are preaching this holy message about supporting the game industry and forgetting that until online distribution becomes the norm, brick and mortar outlets are part, and a very vital part of the gaming industry eco system and they also need a way to maximize their profits and cut their lose. Imagine Ford going after every dealership (especially those not affiliated with ford) for selling second hand Fords, every consumer will cry foul. Or funnier/worse , Ford deciding to tap into the second hand car sale by deciding to sell cars without a pedal and/or tires and/or windshields, and the only way to get these parts is to by a new Ford with an unregistered VIN????.
So please for the sake of the industry as a whole, the Publishers/Developers should focus on making quality games with enough contents to keep the gamer wanting to keep their copy of their game for the longest amount of time, instead of give us half baked goods for $60 and expecting the consumer to pay extra dollars for contents that should have being in the game in the first place!!!
"Life is like a box o' chocolate, you nevuh know wut yer gonna git!"
Sure GameStop has a decent return policy, but who wants to take a risk on half-price stock that may or may not work, when you can always get a 100% guarantee by buying a new OEM factory sealed copy? Oh yeah, wait a sec... GameStop would never open and then reseal originally sealed boxed content now would they? :/
Reminds me of the days I worked in retail at Egghead Software and CompUSA years ago. Note, there's a reason they went out of business mind you.
... omg irresponsible gamers! where we going!?
seriusly speaking.. I think that survey should include 90% of those gamers are actually more worried about their mortgage or paying the next month rent
Economy sucks attm in most of the world, people will always prefer new but it´s a matter of income, all my costumers want the special edition of any given game and they want it new yet saddly most of them can´t afford it.