Posted November 15, 2022
neumi5694: The original editions were only available for a certain time (now they don't exist at all). That's were - as you said - rereleases, the collections, the big boxes (Jedi Outcast including it's 3 predecessors) and third party rerelease like Green Pepper editions, Price Pyramid and so on, came in. They had to counter the second hand market in order to get their games sold. I bought the original version of Mafia 1 not even a year after release for 10$. All this is not necessary anymore.
Since you mention "Green Pepper" et al: I found an interesting article from 2010. Warning: massive wall of text incoming:
(German article from 2010 – translated with DeepL) – Part I
A look behind the scenes:
Budget Games Report
Even if it may seem strange to the Steam-using or Day-1-full-price-buying dedicated gamer: the budget market is reaching huge numbers, be it with "casual simulations" released right away for under 30 Euros, or with typical second and third party marketing à la SoftwarePyramide. But the budget market has changed...
In most markets, there are two metrics for measuring the success of products: revenue and units sold.
Of course, this also applies to the games trade. There, according to sales figures, "Activision Blizzard" and "Electronic Arts" are the top dogs, followed by a group of large publishers such as "Ubisoft", "Square-Enix", "Koch Media" and various others. Everyone knows that! However, if you look at the market of secondary marketing and mid- and low-price first releases, the usual order suddenly shuffles. "Electronic Arts" is still in the lead with a market share of about 20%, but after that comes the combination "Rondomedia/Astragon" (both companies are closely connected) with a market share of about 10% -- and that's without the budget series "Ubisoft Exclusive", which is distributed by "Rondomedia". Fighting for 3rd and 4th place, month after month, with about 7 to 8% share each, are "Activision Blizzard" and "Ubisoft". Very far ahead would also land "ak tronic", if their SoftwarePyramide games were not attributed to the respective publishers, but to "ak tronic" itself.
In the past, the budget market tended to be the little ugly duckling in the games market. But the life cycle of a PC or console game is turning faster and faster. There isn't a single title that would hit its MSRP anywhere even on the first day of retail. Most recently, "Starcraft 2" was a prominent example of this: It was actually supposed to cost an extra-expensive 59.95 Euros, but "Amazon" and "Media Markt / Saturn" undercut each other down to 38.99 Euros. In the meantime, the price has "recovered" to around 44 Euros.
However, the adjustment after the full price phase is also faster and faster, often after just a few weeks, except for absolute top titles.
What has also changed in the last few years: The path from mid-price (approx. 20 to 35 Euros) to low-price (under 20 Euros) leads virtually without detours to 9.99 Euros, and hardly any market participants still rely on the intermediate stage of 14.99 Euros. Below 9.99 Euros, the "flogging" slowly begins, whether under the "Green Pepper" flag, during promotions in supermarkets, or for less than 1 Euro on booklet data carriers (converted to the number of copies sold).
Casual games make up for video game declines
Second- and third-party (as well as budget-first) releases have always been dominated by the PC, but consoles have also seen more and more bugdet re-releases in recent years, especially the DS and PS2. And even the "big" consoles have their "exclusive", "platinum" or "premium" series. In 2010, however, console games in Germany have been declining overall so far, including secondary marketing. For Wii and DS titles in particular, manufacturers are reporting declines of up to 35 percent; the PS2 bugdet market is now virtually in "ak tronic's" hands alone.
According to André Franzmann, managing director of "Rondomedia", it will be difficult to match last year's figures this year: The declining console budget releases can be partially offset by increases in another field. This is because more and more releases from "Rondomedia" and "Astragon" are taking place in the casual sector, with titles from "MumboJumbo", "Popcap", "Bigfish" and "iWin". Their games are free to play on the Internet, but only in trial versions - those who are "hooked" must either purchase them digitally or use them as part of a subscription. That's why, says Franzmann, there's a great willingness among casual gamers to buy games for 9.99 Euros in stores: "They'd rather buy individual games than commit to a provider." Competitors such as Hamburg-based "Intenium" or Ulm-based "S.A.D" are also below the magic 10-Euro mark with their casual games.
Budget games with large print runs
Especially the SoftwarePyramide, surely known to every reader from the retail trade, is a true unit number monster. "Each pyramid turns over about four times a year," reveals "ak- tronic" boss Peter Schroer, meaning that it sells its entire range four times in arithmetical terms. "A typical 36-unit pyramid corresponds to annual sales of around 50,000 Euros per merchandise carrier. The initial print run per title is mostly 30,000 units for the pyramid, and normally sells between 50,000 and 100,000 copies." The "Green Pepper" label, he said, is then good for another 20,000 to 30,000 units, at a retail price of 7 to 8 Euros. (Console budget games are well above that, with most manufacturers charging around 20 Euros for them.)
Isn't the budget market simply a mirror image of the full-price market?
Dietmar Tönges explains that one can already speak of a rule of thumb: "Budget units equal full-price units. However, the distribution and sales manager at "Koch Media" sees clear outliers in both directions. As an example of a disproportionately large full-price success, he cites "Gothic 3", whose "Hammerpreis" unit sales have so far only reached about half of that. No wonder, thinks the die-hard computer gamer -- "Gothic 3" was characterized by a particularly high bug density along with design flaws, most gamers were warned at the latest at the time of the budget phase. On the other hand, "Koch Media" had a lot of reason to be happy, because the adventure game "Geheimakte Tunguska" in the "Hammerpreis" version sold about twice as well as the already quite successful full price game.
Dietmar Tönges calls his "Hammerpreis" series a top title when it sells 100,000 copies or more. In general, he says, the overall level of the PC platform has also declined in the budget segment: "Titles that crack the 100,000 mark have become rarer, and very few games break the 200,000 sound barrier." That was different just a few years ago.