How Early Do Stores Get New Games? The Inside Scoop
The burning question for many eager gamers is: how early do stores actually get their hands on new video games before the official launch? The answer isn’t as straightforward as a simple date, but it typically falls within a window of a few days to a couple of weeks before the game’s official street date. This early arrival is crucial for retailers to prepare and ensure a smooth launch day experience for customers. The exact timeframe can vary depending on several factors, including the retailer, the game publisher, and the type of game itself. Let’s dive into the specifics of this process and explore the complexities behind getting those hotly anticipated titles onto store shelves.
The Logistics of Early Game Shipments
Why the Early Arrival?
The primary reason retailers receive games early is to facilitate a seamless launch. Imagine the chaos if stores only received games on the day of release! Staff would be scrambling to process shipments, stock shelves, and handle the influx of customers all at once. By having the games arrive earlier, retailers have the necessary time to:
- Process and inventory new shipments.
- Organize displays and plan marketing materials.
- Prepare for pre-order pickups, often a significant portion of launch-day sales.
- Ensure adequate stock to meet the expected demand.
Typical Timeframes for Delivery
While there is no hard-and-fast rule, here’s a general overview of the delivery windows:
- Small retailers often receive games about 4 days before the release date. This allows them just enough time to organize inventory and prepare.
- Major retailers, like GameStop, Best Buy, and Walmart, frequently receive shipments one to two weeks prior to launch. This extra buffer allows for large-scale stock management and potential midnight release preparations.
- The type of game matters. High-profile, AAA titles with significant pre-order numbers usually receive priority and are shipped earlier to ensure adequate stock levels.
- Shipping timelines play a role. Retailers further away from distribution centers may receive their shipments slightly earlier to account for transportation time.
The Role of Game Distributors
Game distributors play a critical intermediary role between the game publishers and the retailers. These distributors are responsible for receiving the large shipments of games from publishers and then distributing them to the different retailers across the country. This process requires intricate planning, particularly for big-name launches. This explains why major retailers get games a little early than smaller outlets.
The Challenges and Exceptions
The “Accidental” Early Shipment
Occasionally, retailers “accidentally” ship games early, particularly from online stores. This is often a consequence of trying to ensure timely delivery by using a buffer period, which sometimes results in games reaching customers a day or two before their official release. However, these “accidents” are becoming increasingly rare as retailers and shipping companies are now highly motivated to avoid any leaks of titles before the official release.
The Strict “Street Date”
It is essential for retailers to follow the strict “street date” set by the publishers. Selling games before the release date can lead to penalties and loss of future allocations from the publisher. Stores take significant precautions to avoid this, including training staff, locking away games and tracking early release sales that might happen.
Employee Access
While retailers receive games early, this does not automatically translate to employees getting to play them early. Most stores have strict rules against selling or playing games before the street date. While some employees on opening shifts might get first dibs on purchasing a copy on release day, there is no guarantee. And many employees may have to wait a little longer to purchase and play.
Frequently Asked Questions (FAQs)
1. Do digital games also get released early?
Digital games are generally not released early. The very nature of digital distribution is that the game can be made accessible to consumers on the day of release. Pre-loading allows you to download the game ahead of time, but you still cannot play it until the official launch date. The time stamp is set on the game itself and the console or PC to make sure it’s not played early.
2. Why do some stores do midnight releases?
Midnight releases are strategic marketing events to generate buzz and satisfy the most eager fans. By releasing the game at midnight, retailers can leverage the high demand and create a memorable experience for customers. These events are typically tied to highly anticipated games.
3. Do all GameStop stores do midnight releases?
No, not all GameStop stores do midnight releases. It usually depends on the game’s popularity, the store’s volume, and if the manager thinks there are enough pre-orders to justify staying open late. Stores will typically notify customers a day or two before if there’s a midnight release.
4. What is “early access”?
Early access, also known as alpha access, is a funding model where consumers can purchase and play a game in pre-release development stages. This model is common for indie games and allows developers to gain feedback and additional funding during the development cycle.
5. Do pre-orders guarantee a copy of the game on release day?
Pre-ordering games is a way for customers to make sure that there will be a copy available for them when the game launches. It gives a guarantee, in most cases, that you will get your hands on the desired game when the product is released.
6. How do retailers receive their game shipments?
Retailers receive their game shipments via a logistical network that utilizes shipping companies. The games are transported by truck from the game distributors’ warehouses to the various stores. This is a coordinated effort that ensures each store gets enough copies of the game by release day.
7. What is the penalty for selling games before the street date?
Retailers who sell games before the street date face significant penalties. This can include loss of product allocation from the publisher, fines, and even potential termination of their distribution agreement.
8. Can I pick up my pre-ordered game in-store before the release date?
No, you cannot pick up your pre-ordered game before the release date. Retailers are bound by strict agreements to only sell games on their designated street date. Stores risk serious consequences by breaking this rule.
9. What percentage of sales are usually pre-orders?
Pre-orders typically make up a significant portion of a game’s first-year sales, with estimates ranging from 20% to 30%. These numbers are why both retailers and game publishers focus so much on pre-order campaigns.
10. Why do publishers need pre-orders?
Publishers rely on pre-orders to gauge consumer interest in a game. This data helps them to control inventory costs, plan marketing campaigns, and allocate enough resources for the launch.
11. Do Target pre-orders arrive on release day?
Target aims to deliver pre-orders on or shortly after the release date. They do not typically offer in-store pickups or same-day delivery for pre-orders, since all their pre-orders go through the online service.
12. Does Best Buy ship games early?
Best Buy ships games as soon as they are available for release. The delivery time for a pre-ordered video game can be from 3-5 business days, or in some rare cases it can be up to 10 business days after release.
13. How long does it take to get a game from GameStop online?
Games ordered online from GameStop usually get processed within one business day and are then delivered within two business days. That means a total of about 3 business days, unless there are any delays.
14. How can people get games earlier than the official date?
Aside from very rare cases, people can’t get games much earlier than the official release date. In the past, some retailers may have accidentally shipped games early, but this has become a rare occurrence.
15. Can I work at GameStop without a degree?
Yes, you can work at GameStop without a degree. Previous customer service experience is beneficial. Most of their training is done on the job.
Conclusion
The process of getting new games to stores before their release involves a complex logistical operation, balancing efficiency, security, and timing. While the exact timeframe can vary, the goal remains consistent: to make sure that games are available to customers on time, as they await the highly-anticipated launch. Understanding this process can give gamers a new appreciation for all the work that goes on behind the scenes to make sure we get our gaming fix!