Three gold nuggets about business practices.
Firstly, I should mention that all credit goes to Timur 222, a twitter account specialised into researching the commercial aspect of various video-games, according to his followers' requests. One of them concerned the Total War franchise, so Timur obliged and uploaded three relevant bits of information. In all cases, his sources are the Linked In profiles of former SEGA or Creative Assembly employees, including the legendary Tim Ansell, the founders of CA himself. All the details in their bios are described in a very positive manner, so, although there could be quite a bit of exaggeration, given Linked In's self-promotional nature, it's safe to assume that everything listed is considered a significant sucess, from a business point of view.
1. Empire Total War |
I'm not very familiar with the marketing jargon David Bonacci is using, but, if I understood it correctly, the pre-orders for Empire Total War reached the number of 98.000, which covered one quarter of the aimed sales, during the entirety of the game's lifespan (remains undefined). Bonacci presents that number as a success, but it's considerably lower than that of subsequent installations, like Rome II, Warhammer and Three Kingdoms, all of which surpassed the obstacle of one million. Moreover, for all these games, the pre-order numbers represent much more than the relatively meager 24%, another indication confirming how immensely the importance of pre-ordering grew in just a matter of years. It's also interesting to note that the pre-order incentive for Empire, the first Total War game to be available exclusively on a digital platform, were just some special units, which were probably not considered nearly as attractive as Sparta, Chaos, Vikings and the Yellow Turbans.
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2. Shogun I, Medieval I and Rome I |
Tim Ansell tells us in a straightforward manner that Shogun I, Medieval I and Rome I sold respectively one, one and a half and two million copies. Unfortunately, he doesn't specify the time it took for these numbers to be achieved. I personally suppose that they are related to their lifespan, probably estimated in one year, while, in the case of Rome I, I doubt Ansell has access to figures post-2005, after he left the company, following its purchase by SEGA. If we compare them with the stats of the newer games leaked by Valve, we can notice that there's definitely a gap between them and Shogun I/Medieval I, but the difference with Rome I is not that great. Rome I definitely sold less than the most profitable flagships, at least on the short-term, but also clearly overcame less shiny titles, like Attila. Perhaps the fanbase hasn't grown as exponentially as previously assumed.
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3. DLCs for Warhammer |
Last but not least, Stelios Avramidis offers us the juiciest piece of information, in my opinion. DLCs appear to be immensely profitable, which probably means that they are responsible for a disproportionately large percentage of CA's total revenue, similarly to EA, for instance. The Wood Elves did more than 100% of their net profit, but the undisputable victor here is the Blood pack, which surpassed the 200% net profit limit! It's also noteworthy that Avramidis describes the Blood pack here in purely marketing terms, further undermining the already refuted excuse that blood is sold separately for the sake of age ratings. Given the huge profits of the Blood pack, despite its superficially low price, I wouldn't be surprised if it contributes the most, even in absolute numbers. Finally, judging from each omission, we can extrapolate that the Beasts seld less than their amber counterparts, an observation partly corroborated by the considerably more positive feedback for the second faction DLC pack.
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So, what we can conclude from the above images? In my opinion, they demonstrate the slow but gradual growth of the Total War fandom and, much more importantly, the radically transformed landscape of business practices and customer environment. Pre-orders and DLCs nowadays dominate the budgets of the video-gaming industry, whose profits heavily rely on marketing and the promotion of nominally cheap packs, which however offer much greater opportunities for net profit, thanks to their minimal expenses and the expansion of the digital market. Personally, I view these changes in a negative light, as I consider them detrimental to the consumer, but I understand that many of you will disagree, since DLCs and Steam give access to much richer content, albeit in a worryingly increased price.