Retail Evidence Indicates Successful Welcome Back Program
After the PlayStation Network debacle, Sony decided to offer a "Welcome Back" package to alleviate the pain and distrust.
It was somewhat controversial but EEDAR's findings have indicated a successful endeavor. All four titles featured in the promotion (inFamous, LittleBigPlanet, Dead Nation, and Wipeout HD) were in the top 25 of consumer reported title acquisitions in June 2011, according to IGN GamerMetrics.
Furthermore, 17% of IGN users acquired a title from the PSN in June, which is up from 13% in March before the Network was attacked. And if you're wondering about the impact the free content had on the numbers, 15% of IGN users stated they acquired a digital title after we factor out the four Welcome Back games. Overall, the PlayStation 3 enjoyed a 44% share among 7th Generation home consoles, as compared to 40% in March.
Here's one final important piece of information, especially from a business standpoint:
"Three independent data sources (IGN, GameTrailers, and Google) indicate that the Welcome Back program caused an increase in awareness and acquisition of titles where a newer iteration was available (i.e. LittleBigPlanet 2). In one case, it increased the awareness and possible purchase intent of sequels even though a sequel was non-existent (i.e. Dead Nation 2)."
EEDAR thinks this Welcome Back program "may have highlighted a new successful sequence strategy for video games," and that publishers should consider releasing older titles for free when a new iteration in the series arrives. Not a bad idea, that.
7/12/2011 9:29:18 AM Ben Dutka