Video Game Tycoon in Tokyo-Chapter 954: Win After Win

Normally, a video game's sales are determined within the first week—no more than a month.

Players who are excited about a game will buy it immediately. Those who are on the fence will usually decide within that first month.

For Gamestar Electronic Entertainment, this pattern is even more obvious.

Gamestar has a strong reputation built over 20 years. Almost none of their games receive bad reviews. And when there are negative reviews, it's usually because the game appeals to a very specific audience.

For example, tactical RPGs used to be popular but are now niche. Or difficult games like Sekiro, which some players love and others find frustrating.

Aside from those exceptions, most of Gamestar's titles are well-loved.

In general, buying games from other companies carries the risk of being disappointed. But buying from Gamestar rarely leads to regret.

In fact, their games are seen almost like investment products. Some physical editions even rise in resale value after playing.

This reflects both Gamestar's game development strength and player trust.

Still, even for Gamestar, 80–90% of total sales happen in the first month. After that, sales drop off and rarely reach the same level again.

Now, overall sales are slowing.

Good games still sell, but the total consumer base is shrinking.

So the most efficient solution is simple: discount sales.

In the past, discounts were mild—unless a game was very old, when it might be bundled or included in a mobile monthly subscription.

Now, Takayuki decided it was time to adjust the strategy.

If 20% off doesn't work, go 50%. If 50% doesn't work, go 80% off, or even 90%. If nothing works, giving games away might be possible—though that would come with conditions, like requiring some engagement (clicks, views, etc.).

Still, Gamestar wouldn't stoop to that unless a competitor launched a serious attack.

A business executive asked,"President, are you really going to do this? Won't it be hard to even recover our costs?"

"Costs? We've already recovered them. I'm talking about digital sales, not physical."

"Digital still has costs though, right?"

Takayuki smiled,"Looks like you still don't understand digital games. The purpose of digital sales is to expand the player base. The biggest advantage? Near-zero cost."

"Zero cost? But what about development?"

"You mean the cost of making the game? That's recovered within the first week or month. Every sale after that is pure profit. So whether we sell at full price or 10%, we still earn. But full price can turn players away—discounts attract more users, and that's more valuable long-term."

Once you build a user base, everything becomes easier.

The real risk is if people stop buying games due to high prices—then the whole industry enters decline.

That's why deep discounts are necessary.

"Digital games cost nearly nothing to distribute. I originally planned to use this strategy later, against Surei Electronics or Mikksoft, but looks like it's time to launch early."

Takayuki hadn't even mentioned one of the biggest advantages of discounts: psychology.

Players are still people—just like shoppers lining up for bargains at the supermarket.

Everyone loves a good deal.

Buying something cheap and valuable triggers a dopamine rush, similar to any other pleasure.

Takayuki remembered how excited he used to get during Steam's summer and Christmas sales—spending a few hundred yen and getting games worth thousands.

That feeling of "this is a steal" was unforgettable.

Gabe Newell was a genius in business.

Seasonal sales were perfect for digital games.

Unlike physical products, where raw materials limit how much you can discount, digital games are all profit—no matter the price.

"Alright. Summer is coming up. Start preparing for our Summer Sale. This will be our first seasonal sale—so it needs to make a splash. Kantaka Natsume."

"I'm here, President," Natsume said quickly.

"You'll lead the team designing the campaign title and slogans. Facebook and other key sites will prioritize your ad placements."

"Understood, I'll get to work."

Takayuki was set on this decision, so Natsume left immediately to begin planning.

Then, Takayuki assigned other team members to visit several well-known game companies. If possible, he wanted to bring more companies into the Summer Sale.

After all, it meant more profit for everyone, and it would boost the reputation of Gamestar's platform.

A win-win.