StarCraft II blasts onto the scene…or maybe putters?
Blizzard’s latest RTS, StarCraft II, experienced its midnight launch last night amid fanfare and trumpets. Or, at least, I suppose that somewhere it did. Where I was located it was more like a quiet milling around, and an attempt not to make too much noise talking.
That was the scene at the local GameStop I visited last night for the successor to Blizzard’s long awaited space-based real-time strategy game. StarCraft II would be available at both midnight launches of select GameStop (as well as Walmart and Best Buy) locations, and for digital download. The catch was that, though the digital downloads could be started before the launch date, the activation couldn’t happen until 10 am today. Core fans would decide they just couldn’t wait, and purchase the game at midnight (some doing a pre-order for a coveted Collector’s Edition).
But just how many core fans are there for StarCraft II?
In my area, not many. Admittedly, I live in a little town called Burien, just south of Seattle, but most of the GameStops in the King County area (the most densely populated in Western Washington) were closed because they were in malls. So, if you wanted to get it from a GameStop, there were five locations all told, and Burien was one of them. And really, are you going to celebrate a StarCraft II launch at Walmart?
I arrived at a little after 11 pm, and there were only four other people before me. By the time the midnight launch had occurred,
only about 20 people had showed (though it was enough in such a small store to create a line out the door). Speaking to the staff, they had expected more around 40.
Should we be surprised? Staff members mentioned that they figured that a lot of people were going to take advantage of the digital download opportunity. In fact, one of them would have had it not been for his employee discount.
A 1Up poll performed the day before the launch also showed some interesting numbers, with only 30% showing that they would get the game on the first day, and of that, 5% stating that they would do a collector’s edition pre-order. In the same poll, 44% said that they would buy the boxed edition, and 16% getting the digital download. Parse the numbers together, and you come up with a small percentage that actually intended on attending the midnight launch parties to begin with (statistically, probably about 20%).
A big question is whether this is the beginning of the end of midnight launches. This information is of course based on only a small sample size, but the fact is that as Blizzard becomes more popular in a wider audience, that audience is not as hardcore in total as it used to be. And a smaller percentage of the number of fans that would have come out for an event like this will do so. Would it be financially viable for a company to even try to put on a midnight launch?
As fewer and fewer people show up for a launch of this type, the value of selling the game becomes less than the cost of keeping the physical store open. And that, my friend, is the deciding factor.











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