"And so they basically negotiate and leverage shelf space on the promise of making retail margin on software." "They have got to manage both selling boxes at retail, and it's generally a pretty thin margin business," he explained.
So, if the game was as successful as a day-and-date release, why isn't Sony or Microsoft adopting the same strategy for other new games? It all comes down to its retail policy, according to Riccitiello. While Riccitiello declined to give out any exact numbers, he went on to admit that the digital version of Mass Effect 2 made up a double-digit percent of total sales for the game on the PlayStation 3. "So an unmarketed game one year after the original was done on the Xbox and the PC, we released the PS3 and managed to do very, very well with it." This was really more about proving it can be done than it was proving what the opportunity would be," he added. "They were very cautious about their infrastructure so it was mostly a technology test. "Sony had never done a day and day release," he said. The game was launched in back in January in traditional brick and mortar game stores, but, unlike other console games these days, was also released onto the PlayStation Store as a digital download.Īccording to EA boss John Riccitiello, this was a testing stage for Sony's online infrastructure, as the Japanese company wasn't sure if its systems would withstand the 12GB download of Mass Effect 2. Mass Effect 2 finally arrived on the PlayStation 3 after spending almost a year on the PC and Xbox 360 platforms, so Electronic Arts, its publisher, decided to do a few special things with it. Mass Effect 2 on the PlayStation 3 managed to sell quite a lot of digital copies because it was offered as a day-and-date release alongside the regular, boxed retail version back in January.
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