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GAMES PRICE DEPRECIATION £23.99 At launch


30 days later £21.99


90 days later £14.99


£)


HOW MUCH VALUE AN AVERAGE GAME LOSES OVER TIME Average price (% of original cost) days


Day one price (£)


Average Xbox 360 game Average PS3 game Average Wii game


Average across three formats


After 30 After 60 After 90 days


days


£34.46 80.5% 71.4% 62.8% £34.21 78.6% 71.6% 58.27% £27.50 70.22% 65.19% 61.97% £32.06 76.5% 69.2% 61%


Average price across all three formats (£) After 30 days After 60 days After 90 days Day one price (£) After 30 days After 60 days 21.99 19.99 14.99


34.78 32.39 34.80 33.44 34.98 28.47 31.26


29.74 33.41 29.92


16.97 28.99 24.99 17.99


32.99 15.98 17.97


14.95


28.99 28.99 27.89 34.66 32.22 34.94 27.85 34.98 32.99 13.15


24.53 28.37 24.99 17.99


27.99 17.91 13.99


14.99 46.89 46.49 31.96


22.28 22.39


24.24 After 90 days


Average price (% of original cost) After 30 days After 60 days After 90 days


93.1% 69.7%


27.89 22.99 96% 80.1% 66.1% 23.49 24.85 81.3%


67.1% 71%


23.64 18.96 95.1% 75.6% 60.7% 26.24 30.77 22.99 32.98


27.18 94.3% 94.3% 77.7%


90.63 88.71 31.85 24.99 28.95 21.91 37.44 34.97 33.95 36.32


12.80 29.90 27.63


11.65 90.84 53.62 47.4% 70.01 24.99 20.98


29.46 28.17 30.96


31.88 20.80 19.32 32.85 26.37 28.08 16.97 31.92 28.95 46.89 46.56 30.95 19.99


14.99 14.99


78.4% 78.5% 75.6% 72.5%


93.4% 78.7% 75.2% 106.9% 91.2%


25.42 18.18 92.3% 85% 60.8% 65.2% 60.6%


16.85 14.61 80.2% 51.3% 44.5% 14.96 25.99


60.4% 53.3% 90.7% 81.4%


45.80 37.29 99.2% 97.7% 79.5% 16.92


36.85 22.49 27.99 36.89 27.99 30.13 20.32


sold for £37.49 on average on release day. That’s a difference of £17.50 – 31.8 per cent less than its actual RRP. Also, gaps in the chart are due to games only being released on certain formats, or ones that haven’t been available for 90 days yet. Of all the games analysed, just FIFA 12, Gears of War 3, Skylanders and Modern Warfare 3were the only titles to cost more than £30 each two months after release. Titles exclusive to one format,


such as Gears of War 3on Xbox 360 and Uncharted 3 on PS3, tend to hold on to their prices better than multiformat games.


64.5% 54.7% 61%


76%


29.86 18.65


IDEALO marketing manager Christoph Hitchen explains why boxed video games drop by a certain amount in price.


Data provided by price comparison site www.idealo.co.uk. Over 100 prices were checked from more than 50 retailers. Data includes 360, PS3 and Wii games. It excludes PC and handheld titles.


www.mcvuk.com


“Whilst it is not entirely surprising, the general trend appears to be the more hyped the game and the better the reviews, the longer the price has remained near its release price,” he says. “Modern Warfare 3was released with a best price of £34.98 but a month later, the cheapest price available was £37.99, a full eight per cent higher. Battlefield 3cost only six per cent less a month after its release, as did Batman: Arkham City. Each of these games received overwhelmingly positive reviews prior to release.


“On the other hand, games which


didn’t receive positive reviews were discounted heavily and more quickly. Need for Speed: The Run, for


75.8% 80.9% 67.4% 61.9%


ANALYSIS: PRICE DROP HIGHLIGHTS £17.97 At launch


30 days later £15.98


instance, was available for 38 per cent less only 30 days after coming onto the market.


“The exception to this rule appeared to be The Elder Scrolls V: Skyrim, which had a widely publicised price reduction in the run-up to Christmas, only a month after release. It was 39 per cent less a month later. “However, 60 days after Skyrim’s street date, it had reverted to a price which correlated to other similarly positively reviewed games – 24 per cent less than its cost on release day.”


90 days later £12.80


£30.95 At launch


30 days later £19.99


60 days later £16.99


19.98 89.5% 78.5% 59.8% 28.24 92.9% 88.8% 81.5% 79.7% 65.8%


£34.98 At launch


30 days later £37.99


60 days later £31.99


£32.85 At launch


30 days later £29.85


90 days later £14.97


£34.98 At launch


30 days later £23.95


90 days later £21.85


February 10th 2012 19


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