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View Full Version : Why are we stuck with games being released on a Friday?



wraggster
November 25th, 2012, 22:41
<section style="font: 14px/18px Proxima, sans-serif; text-align: left; color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; word-spacing: 0px; display: block; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); -webkit-text-size-adjust: auto; -webkit-text-stroke-width: 0px;" class="introduction ">For as long as most folk remember, games have launched on Fridays in the UK and on Tuesday in the US. That's the way of things. Sometimes they converge for a glitzy worldwide launch but mostly they don't - they stick to the norm, and Europeans wait.
But why? Who decided on Friday, and who decided on Tuesday? If some games can be released on a Tuesday worldwide why can't all games be? More pertinently, why do we stick to the same rules for downloadable games? If everyone can buy and pre-install a game on Steam at the same time, why can't they play at the same time - why must someone in the UK wait until Friday but someone in the US can play from Tuesday?
Where do all these rules come from and, more to the point, can they be changed?
</section><section style="font: 14px/18px Proxima, sans-serif; text-align: left; color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; word-spacing: 0px; display: block; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); -webkit-text-size-adjust: auto; -webkit-text-stroke-width: 0px;">How UK Fridays beganhttp://images.eurogamer.net/2012/articles//a/1/5/3/0/4/8/0/MID_Somerstown.jpg.jpg/EG11/resize/300x-1
In the olden golden days of home computers, there was chaos. Games came from everywhere in the '80s and shops flung them on shelves whenever they turned up. "It was just release whenever you could," recalls Andy Payne, a veteran of the UK industry. "Stuff would release every single day." Even the bigger shop-chains in the 8-bit and 16-bit eras joined the scrum, buying stock from wholesalers, amassing it at warehouses then racing it out to stores to go on shelves "as quickly as you bloody could".
That's what Graeme Struthers tells me, and he should know: he was a games buyer for Dixons Stores Group (Currys, Dixons, PCWorld) at the time. "And we were by far the biggest retailer for 16-bit," he - wait, was he boasting?
Big operators like Dixons weren't happy. They had order for other goods in their stores and they advertised them in newspapers on Fridays and Saturdays. The prospect of stock turning up late and missing the weekend wasn't a good one, so the big shops did something about it.
"Dixons basically started sitting down with the supply chain and saying, 'If you release products on a Friday that means we can include it in our advertising; that means we can promote you.' It's carrot and stick," Graeme Struthers explains. "I wouldn't say that Dixons were the company that made it Fridays, but it was the retail chains that said having product just turning up ad hoc is useless; having product that's got a defined release date means we can all orientate our distribution to get it into all of our shops for a Friday so that we've got the weekend business.
"It was basically retail bringing order to a very chaotic supply chain. Within about six to eight months, everyone was selling things on a Friday. It was very quick to reach that agreement and understanding."

"It was basically retail bringing order to a very chaotic supply chain. Within about six to eight months, everyone was selling things on a Friday.
Graeme Struthers

Dorian Bloch has been researching UK game sales for over 20 years, for some reason. He too remembers that Friday pact made between shops, ELSPA (Entertainment and Leisure Software Publishers Association) - now UKIE (Association for UK Interactive Entertainment) - and his company Gallup (now GfK Chart-Track). "The theory was that this was a clear differentiator to music/video releases on Mondays and gave retailers another window of sales opportunity and some great products to sell for the weekend, also giving publishers a clear and unique window in which to release titles," Bloch recalls.
They weren't enforced, those release dates - there weren't any penalties like there were for music. "It was just good for the industry as it brings a bit of order to something," Struthers shrugs, "and everyone seemed to be happy with it for quite a number of years."
Having no proper penalties did have downsides of course, especially as there were many more shops, each wanting to one-up the other. What would you do if stock turned up early one week, on a Wednesday or Thursday, and you had other shops within a stone's throw to compete with?
"Put temptation in front of people and guess what happens..." Payne rolls his eyes. But routine helped, and the cogs of the giant retail machine were soon well oiled and efficient. "Having worked in retail," says Struthers, "if you've got 600 shops, and you've got staff who do lots and lots of things, if there is no routine, if there is no process, the chances of it happening become lessened. If you just say 'hey this week the release date is a Monday', chances are: less compliance."
Friday was really cemented for the UK when home consoles boomed and home-grown games petered out, and when platform holders strode onto the scene. Not so much the NES or the Master System or even the SNES: it was the Mega Drive that went "absolutely bat s**t mental", recalls Graeme Struthers.
By the sounds of things, so too did Sega, flinging adverts all over papers and television, and doing "some amazing quite daring marketing", all the time reinforcing Friday, Friday, Friday. "When I was a kid I knew when I went to the record shop on Tuesday at 4 o'clock that's when all the new singles would be out," he remembers. "I guess there's kids out there who know you go into a shop on a Friday you're going to find what's been released."
And so Fridays came to pass, and so Fridays have remained. That model has stuck for a quarter of a century and today "it's virtually the same as it was" says Don McCabe, who established games shop Chipsworld/Chips in 1986. "They [the games] come in brown boxes, you unpack them, you put them on your system and you put them on your shelf."

http://www.eurogamer.net/articles/2012-11-23-why-are-we-stuck-with-games-being-released-on-a-friday
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