Activision Says Pre-Orders in a “Downturn,” Call of Duty “Not Immune”
As the new console generation progresses, video game pre-orders appear to be on the decline.
That, at least, is what was claimed by Activision Publishing president and CEO Eric Hirshberg in a recent investors call. Speaking to investors, Hirshberg affirmed that while game sales continue to grow and stay strong the importance of pre-orders is in the middle of a “downturn.”
“It’s also important to sort of reset expectations as it relates to preorders overall,” Hirshberg said. “You guys can see the same thing we see industry-wide, which is that there’s been sort of a secular downturn as it relates to preorders.”
Hirshberg blamed the decline on several factors, including things like “increased digital consumption” on next-gen consoles and a falling off of demand for software on older systems. He would then go on to say that even industry staples like Activision’s Call of Duty games are “not immune” to this shift and that company’s may need to begin monitoring things like awareness and purchase intent to gauge a product’s odds of success. Hirshberg didn’t specify whether or not he personally saw the move away from pre-orders as a bad thing, but we’d wager a guess that Activision probably preferred having a guaranteed number of sales before a game’s launch, whether or not it was actually beneficial to consumers.