Top Five Ways to Improve Arcade Sales

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Jul. 9 6:41 AM by Ian Guss

There are a huge number of great downloadable games available for all three major platforms, but these titles are not as popular as traditional releases. Compared to retail products, there is little buzz for games on the Xbox Live Arcade, PlayStation Network and Wii Channel. For example, with more than 12 million 360's sold this generation, it is astonishing how few downloads occur. Sales figures are not readily available, but for example, in the first week of sales, the top selling XBLA rhythm shooter, Rez, had only 25k downloads! Here are a few ideas to enhance the success of downloadable games:

1. Make the purchasing process painless: Microsoft point conversions confuse the consumer and do not have any benefit. Why can't Rock Band songs just be $1.99 instead of 250 points like they are on the PSN? A simple one-to-one conversion is the easiest way for consumers to make a well-informed purchase.

2. More advertising: Microsoft, Nintendo and Sony need to take it upon themselves and advertise downloadable games in magazines, online and television, similar to what we see with AAA releases like Halo, Metal Gear Solid and Super Smash Bros.

3. Announce release dates earlier: Unless you are actively searching for this week's arcade release, it is very hard to find. With only a few days notice, there is little time for consumers to find out which games to buy and which to skip. All three companies should overhaul this process in order to give companies more time to promote their games and give consumers a chance to plan ahead of time. Release dates should be announced further in advance and then heavily promoted until the game's release.

4. Promotions: For instance, offer a discount on purchases made in the first week or an exclusive playable character. The pricing model needs to be more creative. Also, unless a title is a new release, it usually becomes buried in the confusing online interface. If there were a constantly updated bargain bin advertised, this would increase sales on releases that have already been out for a few weeks.

5. Preview coverage: Both online and in gaming magazines, it is rare to see previews of upcoming arcade releases. Notify journalists so they can preview these titles like they do with traditional games.