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Developer: Demos Kill Sales

PCGamesN links to a D.I.C.E. SUMMIT 2013 Keynote Speech by Puzzle Clubhouse creator Jesse Schell where the CEO of Schell Games makes the interesting, if counter-intuitive case that releasing a demo for a game hurts sales, and that the key to successfully marketing a game is to make players want to try it without giving them a chance to. He offers a chart of the "Hype Curve" of marketing a game, which contains data points with disturbing labels such as "Peak of Inflated Expectations" and "Trough of Disillusionment," and offers the following personal perspective on how this works, at least in the case of his game: "You mean we spent all this money making a demo and getting it out there, and it cut our sales in half?," he asks himself, before answering: "Yes, thatís exactly what happened to you." Thanks Joao.

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21. Re: Developer: Demos Kill Sales Feb 12, 2013, 14:12 m00t
 
In an effort to give this guy the benefit of the doubt, the only way I can see "Demos killing Sales" being a reasonable thing is if they botched the demo:
1. Buggy, not representative of the actual game.
2. Bad packaging or too constraining, not showing enough of the game. Or just plain nagging.
3. Not restrictive enough, basically giving the game for free, or enough of it that people have no reason to buy it. This is fairly rare but some people can get what they want out of the demo and not need the rest of the game to entertain themselves.

That said, this guy is dumb.
 
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