As the sales figures for Black Friday and Thanksgiving flow gradually out, many analysts are studying the holiday sales this year. Although research company NPD is not yet ready for a full assessment, the company revealed that PlayStation Network and Xbox Live will be more active online promotions this year, which may have an impact on offline retail channels. In addition, SuperData pointed out that virtual reality is the biggest loser in the sales season this year. Due to the lack of relatively decentralized content and marketing efforts, sales volume (VR Headset) was significantly lower than expected. In the 2016 revision forecast, SuperData lowered PlayStation VR’s annual sales to 750,000 units (previously 2.6 million), and Google’s Daydream was 261,000 (previously forecasted to be 450,000). However, the forecasts of HTC Vive, Oculus Rift, and Gear VR remain unchanged at 450,000, 355,000 and 2.3 million respectively. As you can see from the forecast, the market has seen the most dramatic shift in the expected sales of the PSVR. Stephanie Llamas, SuperData's director of market research, points out: “Holidays (Sales Season) are the best opportunities for PSVR, but the lack of supply and lack of marketing efforts make their sales numbers not reach their expectations. No offer deals, no restocking or promotion of equipment, but promotion of the PS4 Pro.They also pointed out that running VR on Pro is better than the standard PS 4 and PS Slim, so their message to most players is: Buy Pro first, then PSVR. So we won't see them surpassing 1 million shipments by next year." Lamas added that Sony may have deliberately controlled the PSVR supply until they can better support the platform. She said: "If Sony uses the marketing of other new hardware to promote PSVR, the demand will surely satisfy more than 2 million supply. However, given that they have not invested too much resources in sales promotion, it is clear that it can be seen They are very cautious before fully investing in the technology, lacking "killer app" and slow and steady release of 3A content, they will only launch devices with less than one million units until they have what they want to bring them. They must be slow because they have no competition now, so their supply and sales will rise steadily rather than seasonally." As for Oculus, Lamas thinks they are risking splitting the user community. "The Touch Controller is Oculus's opportunity to infiltrate, but the head-on sales did not increase much, especially because consumers get only $100 of Oculus Credit instead of the actual $100 price reduction, and Oculus' hardware distribution strategy is also Slowing sales growth and splitting their user base, developers must make choices to decide whether to develop content for both Touch and non-Touch users. This means that the development cycle has slowed down and has become another obstacle to sales growth. ." For non-VR game market, Nintendo may be the biggest winner due to the presence of Pokemon GO and NES mini. Joost van Dreunen, executive director of SuperData, said: "In terms of mobile games, we recorded a peak in their profits due to the launch of the "Pokemon GO" Thanksgiving gift." So far, the overall number of video games sold this holiday season has dropped by 2% compared to the same period of last year, but the impact of online channels has increased significantly in just a few years. Van Drumney said: "In 2012, downloads of the full version of the game accounted for only 6% of the total Thanksgiving holiday in the United States, and in 2016 it was 24%, a four-fold increase." Pachter also agreed that Van Druenen's sales are turning from offline to online. He said: "The download of the full digital version of the game will still be very active, but before we get the full report of NPD in January, we will It is uncertain whether digital sales data will offset the decline in retail channels."
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