People aren’t pre-ordering anymore

2 min read


According to Activision, pre-orders for the latest Call of Duty are down – but Activision says that’s not because people are bored of Call of Duty, just that pre-orders are down for the industry as a whole.

“It’s important to just sort of reset expectations as it relates to pre-orders overall,” Activision CEO Hirschberg said during a conference call.

“You guys [investors and analysts] can see the same thing we see industry-wide, that there’s been sort of a secular downturn as it relates to pre-orders.

“We think that’s happening due to a number of factors, things like increased digital consumption, particularly on the next-gen consoles, titles being widely available on day one and the decline overall for demand on previous-gen consoles.”

Despite the warning to investors, Activision doesn’t think there’s anything to worry about, and that Destiny is on track to be the largest new IP in the industry. On top of that, Activision says that pre-order numbers are just one of the metrics the company uses to track the sales potential its games have.

“We also look at our quantitative studies surrounding things like purchase intent and awareness and we’re seeing strength in those areas as well.”

According to those measurements, Destiny is at an  “all-time high and climbing” when compared to other impending, fresh IP.

“Purchase intent is similarly at an all-time high and rising when compared to any other new IP, and we had 4.6 million players in the beta with almost universally positive sentiment,” he added.

“Overall, we’re really pleased with the performance of the Destiny beta. We’re pleased with the broad range of metrics that we look at to gauge momentum and our chances for success.”

Despite the lower pre-order, Activision is still bullish for the Call of Duty franchise, and expects it to be the most pre-ordered game this year.

Do you pre-order games? I frankly just don’t see the point anymore. Sure, pre-ordering some fancy-schmancy collector’s edition is probably a decent idea if you’re a fan. However, it’s so seldom that there are stock constraints with games these days, which is the entire reason pre-orders were done in the first place.

Last Updated: August 6, 2014

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