Xmas games sales are lagging, forcing price cuts

Some of the biggest brands in games are not selling fast enough, forcing retail to slash 50 per cent off new releases.

The High Street has even taken an axe to big sellers – such as Elder Scrolls – in a last ditch attempt to entice customers into stores.

Since the launch of Modern Warfare 3, UK retailers have sold 8,776,349 games (based on Chart-Track figures). That’s 1.4m fewer titles than what was sold during the same period in 2010.

The UK boss of a global games publisher said: A lot of games are not performing as they should. And so retail wants to cut prices to shift stock. It’s the reality in the UK.But when you see big sellers like Skyrim discounted, you do end up scratching your head. It doesn’t make sense.”

GAME CEO Ian Shepherd told MCV last month: Consumers’ willingness to spend money is harder to come by. And we are having to work really hard to win the loyalty of those customers.”

Unit sales of Skyrim shot up 145 per cent to take it to No.1 after Gamestation reduced the title to 22.49.

It’s like the January sales have started early,” added one sales boss. It could have a negative impact on how consumers view pricing.”