REPORT: Average retail price point on AAA games down 8% since 2011

Leigh Harris
REPORT: Average retail price point on AAA games down 8% since 2011

A look at the range of top tier games coming out in the back half of 2012 reveals that the $109.95 price point is all but dissolved.

The roster of triple A games this year (there are 26 such games coming out before 2013) contains only four games releasing with an RRP of $109.95: FIFA 13, Call of Duty: Black Ops II, Need For Speed: Most Wanted and Medal of Honor: Warfighter.

This compares to a roster of 19 such titles last year, where 13 of the year's biggest releases during the last half came out at $109.95.

Overall, the last half of 2011 carries an average price point for triple A titles on day one of $104.74, while in that same period this year it's currently sitting at $95.77, representing an overall drop of approximately 8%.

The titles which still ask the highest price points are the titles which are high-demand franchises with yearly (or close) iterations and proven track records. Titles pushing downwards, on the other hand, are riskier, less well-established franchises or those which have remained dormant for some time.

In 2011, however, even high-risk new IP titles were coming out at the $109.95 RRP, especially important considering the $119.95 price point was already extinct by that point, so riskier titles were still releasing at the highest available price.

The reduction is occurring during the same period wherein JB HiFi has openly begun to advertise imported stock at reduced rates, following on from a long saga of scrutiny within the industry, Harvey Norman launching an import-specific web site, and Game Traders defending its import strategy.

 

Note: Prices taken from publisher release schedules and historical pricing from retail web sites.

 

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Tags: Retail , pricing , JB HiFi , Gametraders , imported stock , average prices

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