There is no denying it, Rock Band has been one of the games of 2008. Everyone I know who has played it loves it. Both Rock Band and Rock Band 2 have Metacritic scores of 92 (at the time of writing), higher than Guitar Hero World Tour, so you can't deny that Rock Band isn't as good. So why isn't this brilliant game selling? D+PAD magazine looked at the issue, and pointed the finger at supply issues - when they posted their article a couple of weeks after the release of Rock Band 2 in the UK, Rock Band was out of stock at most of the major online retailers - Amazon, Play, Shopto among others. They couldn't find it in the shops either. They spoke to someone in Gamestation who said she'd
“only had two or three copies in since release”
So supply is the first issue, but we think the problem goes further than that. Rock Band 2 was released in the US in September. Rock Band 2 makes its way over to the UK two months later with no instruments. Thats the second problem. Harmonix have been umming and errring but there isn't really a great excuse for the delay. Activision managed to get World Tour out at the same time!
The third problem is Microsoft. Specifically Microsoft's chequebook. Rock Band 2 both in the US and in the UK has had Xbox 360 platform exclusivity. Over here in the UK the Xbox exclusivity has ruined Rock Band's reputation. One comment on D+PAD pretty much summed it up:
While Rock Band has struggled to gain momentum in Europe, Activision has released it’s own version of Rock Band, Guitar Hero: World Tour, for every major home console. The Guitar Hero package costs less, and belongs to the much better known franchise, and has been backed up by solid advertising and availability. The damage to Rock Band’s market penetration, from both the delayed European software releases and the timed exclusivity, considering the strength of Guitar Hero brand, now seems permanent.
Owners of PS3s, Wiis and PS2s have a choice of Rock Band 1 (only recently out on all consoles over here) or Guitar Hero World Tour. Unsuprisingly they went for the cheaper and newer Guitar Hero.
The next problem is promotion. I didn't see a single Rock Band 2 ad anywhere. Guitar Hero? That was plastered all over GAME, with Rock Band 2 hiding in a corner. Finally, the price. The Rock Band 2 instruments still aren't anywhere to be seen, so this is going back to Rock Band 1. Everyone assumed that Rock Band would cost the same as the US version. At this point in time, $180 was £90. Pity no-one realised this, and Rock Band ended up being £180. You can buy 1.3 Xboxes for that price! Why such a high price? Johnathan at BGB has a theory:
I’ve got a theory. It’s not proven, but it’s plausible.
Retailer profit margins.
Even though Play[.com] might not be making as much, they’re seeing an increase in sales because of it (which might balance it out), and there’s one retailer which is sticking to its guns at RRP: GAME. And here’s the interesting bit: GAME and EA have had problems with profit margins in the past.
Back in February, Fifa Street 3 was the game stuck in the middle of a dispute where GAME weren’t happy with the amount they were making off EA games, and so the game saw no promotion and stock of future EA games was threatened. In fact, incidents like this date back to 2005! After their purchase of lone rival Gamestation, GAME are now the only highstreet retailer dedicated primarily to games: and thus are a bit more worried about overhead costs than a retailer like Amazon. It’s highly possible that with the game being released seperate, GAME will be able to take considerably more profits from Rock Band. It seems unlikely that GAME are only sticking to recommended price because anything smaller won’t be enough, as Play seem to be happy to drop 50 whole quid! EA give GAME a product with high percentage profit margins at a large price and so Rock Band gets instore promotion, so they’re both happy - leaving gamers the short end of the stick.
So. Thats why Rock Band 2 isn't selling in Europe. Supply, delay, platform exclusivity, promotion and the price.
15 Responses to “Why Rock Band isn’t selling in Europe.” Leave a reply ›
FYI there were load of Rock Band 2 adverts in europe, don't you remember the MS ones with Rock Band 2 playing in the back of the girls head?
Now you mention it, I do remember seeing them once or twice, and of course, for the original Rock Band, I'm guessing they blew their budget on an ad in the Champions League final!
From N4G: Mainly because they are yet to release it on anything but the 360 so far
From N4G: I'm sure there's more to it than that. Maybe people are still pissed at the rediculous prices we had to pay when the first Rock Band was released.
From N4G: Guitar Hero for me... /Sweden
From N4G: Rock Revolution for me. Pantera downloadable content was just too enticing for me to pass up.. RE,,,, SPECT,,,, Walk,,,,, Are you talking to me?!!!!!
I don't know what you are talking about, Guitar Hero is way more expensive than any iteration of Rock Band, at least in Denmark! But you're right. The reason it isn't selling is lack of advertisements, the fact the first one came out a year late (then stores wouldn't be selling such a highly priced old product), and Rock Band 2 still isn't out on PS3 yet! I think it's stupid as clearly, Rock Band 2 is the better game. It's even sad for Harmonix, as they made the Guitar Hero name, and now it's the very thing that keeps them from selling.
You hit it. These are exactly the points, why I went to buy GHWT.
I´ve read about Rock Band, loved the "band"-concept while GH was still a lonesome cowboy´s single player experience. Then, when Rock Band 2 came out, I wanted to go and get it, but with the NEW controllers. As they were not available at that time, one option would have been to wait until they come out. I did not want to buy expensive "old" RB controllers, while knowing that there will be new (and better) ones available sometime in the near future. But I did not want to wait :)
So luckily (or exceptionally good timed by Activision) GHWT was there, now offering the band-concept and including the new guitar and game for a reasonable price - and the possibility, to buy RB2 later, as the GH Controller works with RB.
Now I´ve played so much GHWT that there is no urgend need to buy RB2 anymore, unless it will become kind of a "xbox classics" version with a cheap price tag :)
@Someone - I'm suprised at that Rock Band is more expensive in Denmark! Rock Band 2 isn't out on PS3 in the UK yet either. Don't think its out anywhere in Europe yet.
I have been looking for a copy for 2 weeks....... no luck
rock band 2 is avalible only in uk, not in europe. i know it. i live there :)
@hrusa2 - look at some of the other comments - it's at least available on Denmark!
i've asked for a copy at gamestation here in the UK, and was told they didn't know when it was coming out, apparently they haven't seen a single copy!
It is twice as expensive in europe than it was in the states. I work in a video games store and found it very difficult to sell them untill after the first price drop. Just Cefore christmas.