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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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10. Re: Developer: Demos Kill Sales Feb 12, 2013, 09:49 Beamer
 
I thought I posted in this.


Anyway, this guy looks at it wrong. It isn't that demos make games sell worse (which could be true), but games guaranteed to sell well don't make demos (which is 100% true.)

Which best selling games have demos? I can barely think of any. They don't need them. They don't sell well because they don't make them, they don't make them because they know they'll sell well, often because they have a 4 or a 6 or an 18 in their name.
 
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