|[ LiB ]|
If your publisher is a
The author would like to thank Jeff Hilbert of Digital Development Management ( www.digdevmgmt.com ) for his assistance in preparing the company illustration appearing at the head of every chapter.
Those quarterly revenue predictions are based on the assumption that X, Y, and Z
Time is money, literally. So when a company misses its quarterly projection, its share price can suffer. Even if the publisher will release game X in the next quarter and may make up the difference in its
As you may know, console manufacturers look to license fees (paid by publishers) for a large
Console manufacturers usually must give their approval of the concept for a game.
A manufacturer may choose to cancel a game at the QA stage, after significant development.
They can also cancel the game in its final form (though this is rare), or tell the publisher to go back and change it.
They actually manufacture the game. All of these
In addition to other roles, the publisher provides the service of marketing and distributing the actual packaged product. Packaged product is usually sold to retailers directly or through a distributor (
A retailer's help can make a big difference in a game's sales. For example, games placed at eye level on the shelf (children's or adults, as relevant) are more likely to grab a customer's attention than games placed at
Furthermore, retail real estateoften collectively known as
is a limited and very
How does a publisher get support from a retailer? Frequently, with cold hard cashwhether as MDF ("marketing development funds"), paying for advertising in the circulars, paying extra for premium space and end-caps, and so on.
This influence can only go so far. A retailer needs to get a certain return per square inch of shelf space per month. If a game isn't selling, the retailer can't afford to have it hogging up shelf space, so it sends back any product that doesn't "sell through" after a certain period of time, which seems to get shorter and shorter, or simply refuses to even stock titles it doesn't think will sell.
|[ LiB ]|