1C blames retail for PC sales decline, says digital will reign by 2011

Wednesday, 13th January 2010 20:15 GMT By Stephany Nunneley


1C’s international publishing director, Darryl Still, has said that due to retail “failing to support” boxed PC games, publishers will go the digital format only route by 2011.

Still claims that retail stores show disdain for PC titles by refusing to stock certain titles, and by pushing PC merchandise “to the back of the store”.

“In the PC market at the moment the growth in digital is phenomenal,” Still told MCV. “If PC games manage to get listed at retail, then they’re rarely getting any exposure because they’re appearing at the back of the store.

“There is still demand, but retail is forcing PC games out. Digital is fantastic, and we’re very pleased with it. But it is not us as the developers and publishers driving products to digital – it is because the options for the PC at retail are so limited.

“You just have to head into a games store and look for their PC titles, and you’ll see there is no focus, listings or promotions for them. It is extra strange because there is a much better margin on PC games,.

“The industry should be embracing PC more enthusiastically.

“Q1 2011 is my estimate as to when PC games will be sold completely via digital. I have seen the predictions that by 2013 more than 50 per cent of our revenues will be earned digitally. But if the PC games market has to wait until 2013 then we are all in trouble.”

Despite this, Still admits there are hurdles when distributing titles digitally, as publishers need to pick the right services and ones that can provide decent revenue numbers.

Yesterday, NPD reported that digital-only purchasersmade up 46 percent of US game consumers, with 79 percent of games acquired for portable, PC/MAC, mobile and smartphones, being purchased in physical format.



  1. Hunam

    Help! I’m being oppressed!

    #1 5 years ago
  2. Grimrita

    No shocker here. Places like LAME/station have been forcing the PC games out for years. I cant remember the last time I actually made a purchase from one of their stores as I get everything from Amazon in most cases.

    I have bought games from Steam but their prices are shocking. I just wasted £15 on Left for Dead 2 on Amazon but Steam still charge £30!

    Developers/Publishers are moving away from PC because they are lazy. They dont want to offer any tech support for common issues like that used to in the old days because a console title puts everyone on the same format without the merry-go-round of issues relating to some PC games and then they also complain that PC sales are low when all they offer a PC gamer is a shoddy ported console version of their releases (Modern Warfare 2)

    The PC market is still bigger than console when you include digital revenue and it remains bigger than the PS3 – so avoid it at your own peril

    #2 5 years ago
  3. unacomn

    That’s the part I love about my little Eastern European country. Consoles have such a small market share that PC games are smack damn in your eyes the second you enter a game store, even before in the windows.

    Of course, the average salary allows most people to buy ONE game every 2 years. But at least there’s games a’plenty.

    #3 5 years ago

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