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The next-gen videogame profit pie

Posted Dec 20, 2006 at 7:22AM EST by QJ Staff

Listed in: PS3, Xbox 360 Tags: Capcom, playstation 3 updates
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pie eaterBefore you put a voodoo curse on game publishers for titles that set you back up to US$ 60 or for not releasing enough games for your next-gen console, better read this. Game publishers can lose millions of dollars from a single game that fails to sell. And they only get a single buck from every game they sell. That means publishers must sell at least half a million (in some cases at least 1 million) copies of a single title to make any money.

Can you blame them for being cautious? Or for pricing their games as high as possible without being lynched?

According to game publishers, the period when consumers are moving up to new machines is particularly risky for them. If a console flops, then games made for them die with them. With production costs reaching staggering heights of US$ 20 million, few publishing houses can take that kind of hit and live to make another game.

Capcom games pusher Mark Beaumont says investment is very high during the launch period. That's why you won't see game publishers rushing to the stores with armful of PS3 and Wii games to sell. Capcom waited more than six months after the Xbox 360 launch before it released Dead Rising. You have to wait just as long before you get to play your first Capcom game for the PS3.

With just a dollar going to the publisher, who gets the US$ 59.00 of your money? Here's the approximate breakdown:
  • US$ 27.00 (game developers including programming and design)
  • US$ 12.00 (retailers)
  • US$ 7.00 (console manufacturers)
  • US$ 7.00 (marketing and advertising)
  • US$ 3.00 (licensing for games based on other franchises such as Marvel Comics or NFL)
  • US$ 3.00 (manufacturing costs including blank DVD media, game imprinting, plastic case and instruction manual)
  • US$ 1.00 (distributor)
  • US$ 0.20 (corporate costs including accountants, analysts and lawyers)
  • US$ 0.03 (developers' kits and demo units)
(If you're mathematically inclined and added the digits above you will get more than US$ 60 because these are breakdown estimates - not actual figures - just to give you an idea where your money goes.)

But don't feel sorry for game publishers. Those who do strike a hit get a slice of the videogame sales that experts say will hit US$ 44 billion by 2011. That's a pretty big pie worthy of Paul Bunyan!

Via Forbes



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Comments 


 
# DoubtfulGuest 2006-12-20 08:43
Retailers get $12 on average for every copy of a game they sell? A dollar-shy of half of what the development team gets? The same amount that goes towards marketing/advertising, manufacturing and license fees, combined?



I find that very, very hard to believe.

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# DoubtfulGuest 2006-12-20 09:03
these are "standarrd estimates" and real costs will vary greatly, of course. forbes said if the game gets into legal trouble, for example, the lawyer's fee will go through the roof and beyond the moon's orbit. advertising and marketing will also depend on how hard the publishers want to push their wares.

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# UHHH NO!!!!Guest 2006-12-20 09:32
Sorry Qj but you are terribly wrong. I have worked for multiple video game stores. Big chains (2 EB's) and small ones (Game Express... WHAT UP DONNIE!!!) and I have seen inventory sheets. They do not make $12 per game you are soooo wrong its rediculous. I have been removed for a while but if i recall the average $49.99 PS2 game cost the retailer about $43 or more, A $5 rip per game is good. And it gets even worse with EA games. The funny part is that it actually almost cost EB money to sell Madden (because of shipping costs). So i dont know where u got those figures but they need to be reworked.



TheSh0wstopper

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# 1 + 1 = 5Guest 2006-12-20 09:45
Actually, the number break down here (for the most part) is pretty far off. I'm not really sure who fed you your numbers, but I can assure you that publishers make far more than just a dollar per game sold (okay .. maybe Majesco only makes a dollar). I've been making games for over 6 years now, and in that time, I've worked for independent third party developers as well as publisher owned developers. Independent developers only get something like 4-5$ per game copy sold (if they are lucky -- this all depends on whether or not the publisher gave them advanced royalties), while the publisher will rake in something close to 12-15$ (Although this will typically include their manufacturing and marketing costs (which are not much)). Publisher owned developers get much more because they are one entity (this may be where they get their 27$ cost going to developers - in this case, it would make sense as the 27$ counts for marketing, publishing, development, manufacturing, etc.). The numbers for console manufacturers are about right. Franchise costs go either way. I've seen franchise holders that get up to 10$ per copy sold to those that get 1$ ... this one's up in the air. Retailers will typically make somewhere along 5-7$ per copy. All this to say, THE BULK OF THE MONEY GOES TO THE PUBLISHER. They take all the risks, they get most of the reward. That's the way it works in the real world.

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# 1 + 1 + 5Guest 2006-12-20 11:04
this is from forbes. if they're wrong well, then they're wrong.

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# Forbes?Guest 2006-12-20 11:48
Forbes ... really? Wow, my opinion of Forbes just dropped a little bit ...

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# hm.Guest 2006-12-20 12:47
The breakdown would be wildly different for 10k and 100k units, so this is all precarious at best...



Where are these Forbes numbers? I'd like to see if there was a context.

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# Thank you to both of youRommelTJ 2006-12-20 15:33
Whatever the numbers are, I've always wondered how profitable selling games was. I'm still kind of confused, because if its $5 then its not much, but if its $12, then I better start selling games

Reply
 

 
# .Guest 2006-12-20 16:40
the break down is deceptive in many ways.



the way this makes it look, greedy retailers are to blame for $60 games. after all, we've all heard everyone spewing the industry slogan as of late: "production costs are rising".

Reply
 

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