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Australian 2012 average game price lowest on record

Thursday, 14th February 2013 02:36 GMT By Brenna Hillier

Australia’s average price for gaming software, hardware and accessories dropped by 15.4% year-on-year in 2012, to hit a new record low.

Drawing on the NPD Group Australia’s annual data, MCV Pacific reports the 2012 average is the lowest recorded since the firm began tracking Australian retail in 2000.

The 15.4% drop is the most sharply the average has ever declined, too; the most serious drop on record before 2012 was a 13% tail off in 2004.

NPD analyst Andrew Milgate said lower hardware prices and strong sales of cheaper items like Skylanders figures contributed to the change.

That said, it’s probably worth noting that JB HiFi and Harvey Norman both introduced parallel importing in 2012, joining existing retailers like Gametraders. International game pricing is often significantly lower than Australian retail – something which is coming under parliamentary fire recently – and retailers are scurrying to match overseas pricing as custom bleeds to Internet retailers.

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