Capcom Blames Sluggish Resident Evil 6 Sales On Marketing

Resident Evil 6 didn’t sell as well as Capcom hoped it would, and it’s not because the fans of the series and reviewers alike didn’t much like what it had to offer—or so the publisher claims. Capcom, which appears to be in denial, blames the shortfall on its advertising and “inadequate marketing” more than anything else.

In the company’s most recent financial earnings report, Capcom stated that the 5 million sales made by Resident Evil 5 was “proof that [Resident Evil 5] is a more popular title,” although they have not reached a “clear conclusion” on why it didn’t sell as they hoped. (via GameSpot)

“We believe that the new challenges we tackled at the development stage were unable to sufficiently appeal to users,” Capcom wrote. “In addition, we believe there was inadequate organizational collaboration across our entire company with regard to marketing, promotions, the creation of plans and other activities.

“We will have to examine these results from several perspectives,” the company added. “We will reexamine our internal operating frameworks in order to identify areas that need to be improved concerning development as well as sales and administrative operations.”

Resident Evil 5 enjoyed heavy sales during its launch, which quickly petered out within the following weeks after fan reactions and reviews proclaimed it to be a less than stellar title.

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6 Comments on Capcom Blames Sluggish Resident Evil 6 Sales On Marketing


On February 11, 2013 at 12:21 am

It’s hard to believe that marketing was a problem considering how many commercials I saw for the game on TV. Sometimes you just have to admit that people aren’t interested in what you are offering and do something else. The bit about Capcom touting the sales of RE5 and leaving out that sales dropped off is also something that concerns me. I know that the first month or two are incredibly important, especially since so many publishers arbitrarily put a two year cap on development times, but it’s frustrating to see the PR spin machine at work when a company talks about early sales as proof of popularity and ignores things like price decreases and sales dropping off once all the preorders have shipped.

It’s statements like this that made me say, “I’ll believe it when I see it,” when Capcom mentioned the possibility of returning the series to its roots or possibly rebooting it. After all, this is the same company that claimsto listen to what people were saying and yet keeps selling DLC that is on the disc.


On February 11, 2013 at 8:12 am

Resident Evil 5 Enjoyed heavy sales because of the hype built up since Resident Evil 4. While there are original Resident Evil fans who dislike 4, the majority of people who played Resident Evil 4 loved it. So the belief was for many that Resident Evil 5 would offer more of the same. Unfortunately, it did not do this. While Resident Evil 4 atleast tried to keep the survival horror aspects of the series somewhat intact, 5 didn’t even bother, choosing to focus more on action. This and various other issues (such as the poor teammate AI) dissapointed the majority of people who purchased 5.

When Capcom started saying that Resident Evil 6 would focus even more on action, people who were already unhappy with 5 were sure not to pick up 6. This isn’t a problem with marketing specifically. Capcom decided to make a game that focused on action in hopes that they would attract a better crowd. Unfortunately for them, these people they were trying to attract didn’t bite and the fans they had alienated with 5 were sure to think twice before picking up another Resident Evil title. Then of course there is also Capcoms ever growing bad reputation over the years that have caused other fans to stop buying their games entirely.

I find it hilarious that just last week they were saying that they were considering rebooting the series and returning to its roots and now we have this. It’s as if they are in denial that their games aren’t selling because they simply aren’t what people want so they are trying to find other things to blame.


On February 11, 2013 at 8:16 am

Quick correction on my above comment. Capcom decided to make a game that focused on action in hopes that they would attract a bigger crowd, not a better one. Capcom lost perspective and were just trying to make bigger sales by attracting people who like action/shooter games.


On February 11, 2013 at 8:18 am

Wow, no the marketing was great. It sold the game even though the game was no good.
What they need are actual talented writers familiar with series lore who build upon it instead of over it.
Also, did these guys know what character development is?
Then they need to give the game a clear direction and not fill it to the brim with gameplay interrupting 5 second cutscenes to show a creature burst through the wall. Let’s not forget to tone down the qte’s.
The last thing is they need to go back to survival horror. Even 5 was enough to at least satisfy. 6 went way too far the other direction.


On February 11, 2013 at 11:14 pm

Marketing has nothing to do with sales. Resident Evil has a track record among the gaming community of being a top franchise. What sells games is word of mouth. The problem with Resident Evil 6 was not the game. I enjoyed it. But I would have enjoyed it alot more if the cutscenes were toned down alot and have me play the game without being interrupted every 10-15 minutes.


On February 20, 2013 at 5:56 pm

I think the single largest marketing error they made is they said they where going to go more with action like CoD. The loyal fan base they built up got screwed over, so the people who know and play the games talk about how bad it is and stop playing. A few CoD kiddies come and see what it’s about but with CoD releasing games faster and faster they buy the games there friends will talk about so the CoD fan base will stay where it is. It was just badly though out In 1998 they sold around 6.2 Million copies for the PS1 in the days when gaming industry was still starting. Resident Evil 5 as of September last year(2012) had sold around 5.9 million. From 2000-2008 the sales in video games over doubled with a huge rise in games they are at best holding the amount of sales. It’s clear this is not what people want in a game, it will be interesting to see how long before Capcom learns this.