We heard last week from an investor that big budget games are required to sell over 5 million units to break even meaning that Tomb Raider’s current 3.6 million means it is looking like a commercial failure.
But that’s all just guessing isn’t it? Well no actually it isn’t. Somehow someone over at Neogaf has found a link to an internal Square Enix document that lists their targets for some of their top tiles.
You can find the original document here, unless Square has removed it but since it is all in Japanese it really doesn’t help.
But what it says is that Squeenix wanted each of these games to sell more than hey had:
- Tomb Raider: 5-6 Million units
- Hitman Absolution: 4.5-5 Million units
- Sleeping Dogs: 2-2.5 Million units
Hitman is a great cult title but expecting it to sell over 4 million units just seems a little insane to be honest. It isn’t a mass market game like Call of Duty or FIFA so targets should really be altered to reflect that.
Last Updated: April 2, 2013
AndriyP
April 2, 2013 at 10:35
THIS IS ENIX!!!!!
Admiral Chief Erwin
April 2, 2013 at 10:48
XD
CaptainNemo42
April 2, 2013 at 10:43
What I would like to know; the total budget for each of those games. Same type of transparency as we get from the film industry.
Jim Lenoir (Banana Jim)
April 2, 2013 at 10:45
You know you’ll never get that, because (a) it will probably show that the game’s industry has been talking shit for years (b) everyone will comment on the unrealistic sale goals, and (c) they won’t be able to lie to their shareholders any more (d) gamers will realise they’re being nickle and dimed.
The more I read about the industry as a whole, the more I’m convinced it’s one of the most corrupt industries on this planet.
CaptainNemo42
April 2, 2013 at 10:56
Oh, don’t get me wrong, I’m not that ignorant to think we will actually get that kind of information. I just said it would be nice. 😛
The industry is probably very corrupt and it’s driven by the “Might Dollar”, with shareholders just thinking of lining their pockets. People still think it to be juvenile, and that perception will not change unless they start being honest with us, and themselves.
Jim Lenoir (Banana Jim)
April 2, 2013 at 10:43
There’s a desperation with publishers that can’t be denied. EA, Squeeenix, Ubisoft etc. are all so eager to hit it big, but instead of taking a healthy dose of reality with their coco pops, they bank on selling big, where historical there wasn’t a surge to begin with,
How do you rationalise that a franchise that over its lifetime (per average game) would sell ~ 8 million (or 1 – 2 mllion in the first 2 months), would suddenly sell 5 million in a month? I’m starting to think the powers-that-be need to exit their money lakes, and get a healthy dose of reality.
Sir Rants-a-Lot Llew
April 2, 2013 at 10:51
They are hoping that hype will push the sales. Like DiabloIII did. It sold on hype.
Then when a game gets great recognition and excitement (Such as Hitman) they think that suddenly it means it can sell that amount simply because people are raving about it.
It’s sad really. Most people wait for the prices to drop anyway before getting a game. I myself have a few month waiting period until the price drops.
That and the fact that they are desperate because they keep sinking so much money in to stupid social interactions and marketing that they desperately need to sell more and more even when they know it isn’t possible.
CoD and BF appeal to the masses. Other games appeal to niche groups. End of story. They need to learn to live with it.
Jim Lenoir (Banana Jim)
April 2, 2013 at 10:57
Same here, Hitman will only be bought once the price drops, same with Tomb Raider. These days, It’s very rare that I’ll rush off to buy a game day one. There are a couple of games that I’ll do that for, but for the vast majority, regardless of how awesome they may be, the Jim’s wallet just does not allow that level of crazy spending.
And that’s something the Industry doesn’t seem to get, just because COD can be get away with selling for $70 a pop, doesn’t mean everyone else can get away with it too. Instead, you’ll just see less sales overall, with the usual suspects doing well, and everyone else barely hitting their sale’s targets.
FoxOneZA
April 2, 2013 at 10:59
Tomb Raider was going half price on European PSN past weekend. That proves that they are chasing a numbers game.
Twakkie
April 2, 2013 at 11:00
Dude buy hitman NOW! Its 75% off on steam. Do it Banana Jim!
Jim Lenoir (Banana Jim)
April 2, 2013 at 11:20
Must… resist… can’t resist… STEAM!!!!
Twakkie
April 2, 2013 at 10:56
It is really scary since this is precisely the reason why the gaming industry crashed previously. Over saturation of mediocre games,a consumer base which is growing weary of previously mentioned games and to help us along the recession road, now we have development cost skyrocketing, which in turn results in consumer costs.
The question is, will we learn from history or repeat it.
Jim Lenoir (Banana Jim)
April 2, 2013 at 11:03
That’s my worry as well, have you seen the stocks of the major players over the last 5 years? They’ve practically dropped 60% of their worth, and they’re still falling. Microsoft is the only one that seems to have escape the recession, but only just… (and in that case it has nothing to do with the game’s industry, but rather merely that it’s a software company)
So obviously publishers are extremely desperate, but instead of putting the brakes on things, and rethinking their business models, they’re steam-rolling forward, like a bunch of lemmings towards a cliff.
The numbers don’t lie, gaming is going to hit a wall, and not many of the current publishers will survive. All I hope is that Activision and EA see their ass. lol. They’re the reason this trend is accelerating (IMHO)… —> Low-quality games, sold at high prices…
Twakkie
April 2, 2013 at 11:49
Its a very sad state of affairs in which the gaming industry finds itself in today. You call them lemmings, I call them monkeys. As long as they get their banana at the end of the day, they couldn’t care less for the rest of the zoo.
Human nature tends to follow and not lead. And if EA and Activision doesnt do some introspecting before this thing blows up, most other companies will follow them down the drain since, and I hate admitting this, they are the leading publishers in the industry. I dont wish the gone, only reshuffled. Losing any gaming company is bad.
Admiral Chief Erwin
April 2, 2013 at 10:49
Does it count if you bought Hitman on a 75% discount?
😛
FoxOneZA
April 2, 2013 at 10:56
Blerry A-Gent!!!! 😛
Anon A Mouse
April 2, 2013 at 10:57
I’m waiting for my copy as well, got that on the cheap although mine was like 50% off, still brand new and sealed
umar bastra
April 2, 2013 at 10:55
They expected sleeping dogs, spiritual successor to true crime … a series of games that sold just over 2 million (L.A = 1.38 mil and NY 780 000) to sell 2-2.5 Million units …. are they insane in the membrane!!!!!
FoxOneZA
April 2, 2013 at 10:56
These companies could easily achieve those sales targets within a month if the just dropped the pricing. FIFA and Crysis 3 both sold at R399 within a month of launching. Why can’t lesser known games sell at the same price or even cheaper?
Purple_Dragon
April 2, 2013 at 11:09
Reminds me of mark to market accounting bullshit.
OVG
April 2, 2013 at 12:47
I STILL DONT UNDERSTAND!!!
6 MILLION X $59 = what they need to start making profit???????
IF SO THEN THE NEXT GEN IS SO FUCKED. (Does it cost more to make games with a 512mb HD or 8gigs?????)
If the most Iconic game character cant get 3% of console owners to buy her game (NOT JUST TOMB RAIDER EITHER) then a CRASH is comming.
OVG
April 2, 2013 at 12:50
6 YEARS, 140Million Consoles and games cant catch 3% of the market. AND THOSE ARE THE AAA GAMES.
matthurstrsa
April 2, 2013 at 13:23
Its fine to set high targets to push for quality etc, but at least be realistic.
ViciousDS
April 2, 2013 at 13:46
out of the 360 million they made…..they didn’t make profit…..i find that bullshit considering star wars the old republic is the most expensive game to date and it cost 150 million to 200 million……I say Square Enix is crying wolf. There downfall is because of there final fantasy division for the last 10 years, not there 3rd party developing companies. Something is not adding up all 3 of those games easily made about $1 Billion in Revenue, you cannot tell me that it cost even close to that for budget. I’m sorry this does not add up even close.
Verrayne
April 2, 2013 at 15:07
I wonder if all the playstation plus downloads of sleeping dogs will count for anything..
Tbone187
April 2, 2013 at 15:13
Sales targets are Always exaggerated… Don’t let anybody fool you otherwise…
Aussious
April 2, 2013 at 17:39
Its really strange that a developer that was once known for the likes of Crono Cross, Final Fantasy, Vagrant Story and other great Japanese games now has to depend on Western ip’s to break even. I miss Squaresoft…
Jim Lenoir (Banana Jim)
April 2, 2013 at 19:27
Every night, I lie in my bed and think.. Vagrant Story 2… Why they never made a sequel is a question that burns me right in my soul… 🙁
Aussious
April 2, 2013 at 20:57
Vagrant Story and Xenogear… both lost forever.