When prices collide
15th Oct 2009
Maybe the buzz generated by the release of FIFA10 slightly took away from the obvious pricing war that occurred around it, or maybe it was the pricing war that created more interest for the release. Whatever ‘chicken and egg’ situation it was, it is clear that the supermarkets have begun to really influence the pricing structure in gaming. It has been asked already but, how can specialised gaming stores compete? And is selling new release games at a loss really necessary?
When it comes to pricing knowledge, especially these days, the key is to be on top of it and firmly in the know. With gaming websites providing price reductions online and supermarkets reducing prices on the high street what can game developers and distributers do?
Having real consumer insight is key when it comes to making sure you’re the most competitive store when it comes to price. Would people have paid slightly more for FIFA10? or was the high number of sales down to the low price and accessibility of the game? Although the answers may not be clear cut, what is for certain is that the consumer perspective on these questions is vital.
Insight services can provide the fundamental knowledge businesses need to make sure they fully understand what’s happening around them, in their business sector, and also in the minds of their consumers.
Published by
Elliot Cole, Tactical Services Manager
elliott.cole@creationagency.com, 07809 657090
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