Study Recommends Releasing Trailers Over Demos

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A study presented at last week's MI6 game marketing conference indicates that games promoted by advance trailers sold better than those prefaced by playable demos, MTV Multiplayer reports.

The study, conducted by the Electronic Entertainment Design and Research Group, found that a majority of the highest selling titles on Xbox 360 and the PlayStation 3 were promoted by trailers alone. Games accompanied with trailers as well as playable demos sold significantly less on average.

The findings of the study are consistent across both platforms with one exception: games without trailers or demos available sold better on PlayStation 3 than Xbox 360, indicating that games on Microsoft's console are better off with some sort of promotional material on Xbox Live.

In light of the research, EEDAR heads Gregory Short and Geoffery Zatkin recommended that publishers make playable demos available only after release of a game.

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From The Chatty
  • reply
    April 14, 2008 1:17 PM

    Want to know why? People buy games they'd otherwise hate because the trailer made it look good. With demos you cannot lie, the players sees exactly what they'll get.

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      April 14, 2008 1:29 PM

      A lot of demos are worse than the actual game, too, even when you play the same maps/content in the retail that you did in the demo.

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        April 14, 2008 1:46 PM

        Battlefield 2142 comes to mind. The worst map with 0 unlocks didn't leave a great impression with me. The full version was much much more fun.

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          April 14, 2008 2:32 PM

          I didn't get bf2142 because of the demo. It left the impression of a horrible horrible boring game.

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            April 14, 2008 2:32 PM

            On the other hand the QW:ET demo totally pulled me in.

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            April 14, 2008 2:41 PM

            It's actually a pretty fun game, and COULD have been the best in the series thus far. Sadly, it was rushed to market in typical EA fashion and contains a healthy dose of performance issues and gameplay-breaking bugs.

            Plus it contains few memorable map (even less than BF2)

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        April 14, 2008 6:21 PM

        Anachronox was a great game that suffered from a very poor demo. I tried it but it was only years later through word of mouth that I was convinced to locate and buy the full game.

        On the other hand I was never really into RTS games but gave the Homeworld demo a try after seeing a few screenshots. Instantly hooked. These are old games for sure but still good examples.

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      April 14, 2008 1:33 PM

      yea, and by LIE we mean all that shitty pre-rendered CG that has absolutely nothing to do with the actual gameplay and is there just to influence those mindless non-educated gamers

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        April 14, 2008 1:56 PM

        exactly. playing > watching

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          April 14, 2008 2:11 PM

          Not for sales.

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            April 14, 2008 2:17 PM

            really? i wouldn't have bought games like skate. and bioshock and countless others if i hadn't played and enjoyed the demos & wanted more.

            it goes both ways.

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              April 14, 2008 3:46 PM

              Oh man, that's totally what happened to me with skate. That demo blew me away.

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                April 14, 2008 4:34 PM

                Same. I heard some good things and checked it out, bought it nearly the next day. I would never have bought this based on a trailer alone, since the controls are the key.

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          April 14, 2008 3:15 PM

          Unless you're watching what Mattplays

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            April 14, 2008 3:33 PM

            That's already saved me some $$. It's amazing how many games show their true colors w/in 10 minutes.

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      April 14, 2008 4:03 PM

      Word, brotha.

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