Latest Gaming News

20,000 Xbox Units Sold In New Zealand

16th January 2003, 3:53pm
Microsoft believes its Xbox video gaming console launch in October has been New Zealand's most successful with the new generation machine achieving its "very bullish" three months sales targets "with weeks to spare".

The company also says the Xbox launch has helped to grow the market for video gaming hardware and software.

Xbox New Zealand marketing manager Wilf Robinson believes the Xbox installed base in three months has been higher than that achieved by either of its competitors, by some margin.

"New Zealanders are sophisticated gamers and have clearly understood the value proposition that Xbox offers not only as the most advanced gaming console but also as a total entertainment solution.

"We sold through from retail more than 20,000 units in the three months up to the end of the year," Robinson says, "This rate could make it the most successful launch anywhere in the world on a per capita basis."

Robinson says the sales figures reveal that between launch in October and the end of last year, Xbox installed nearly 20 per cent of the volumes its nearest rival shipped in two years.

"On these figures, we believe Xbox has been New Zealand's most successful console launch ever. The attach rate for first party games and peripherals has been above expectations too. Although we have not lost sight of the big picture and the challenges ahead, we're very happy with the way things are going."

Robinson says the launch campaign succeeded by focusing on Xbox strengths and not being distracted by competitive activity.

His contention that the launch helped grow the market in this country is backed by anecdotal evidence from the trade, he says.

"The trade report significant growth in the games industry since Xbox launched. This is backed by the Christmas figures showing higher console sales than in previous years.

"In terms of market share, there is currently no industry measure although we do expect this to be implemented within the next couple of months. This should give us firm figures for accurate sales performance comparisons."

Robinson says Xbox launched with more game titles than any other console.

"While we have already released have more than 150 titles, we are committed to making sure that Xbox owners have the best games. Huge titles like Metal Gear Solid Substance(tm), V8 Supercar Race Driver, Enter the Matrix, Dead to Rights and The Lord of the Rings: The Two Towers are coming to Xbox in the next few months.

"Plus there's some amazing games coming exclusively to Xbox. These include Dead or Alive Extreme Beach Volleyball, Star Wars: Knights of the Old Republic, Brute Force and Panzer Dragoon due for release in the first few months of this year. Gamers have a reason to be excited about Xbox!"

"And the future looks good too," he says. "Xbox has 250 new games in development for 2003 and we will have released at least 100 new software titles in New Zealand by the end of June."

Xbox also had a highly successful festive season internationally. In Australia the console doubled its market share to 46 per cent during the crucial eight weeks prior to Christmas selling 23,000 units in the last two weeks of November alone. On a year-to-date basis Xbox has a market share of about 34 per cent across the Tasman.

In the US, Xbox achieved its best month ever for console sales in November 2002.

World-wide, gaming will soon be the biggest entertainment industry. Sales last year totalled US$9.8 billion (NZ$20 billion) and the growth rate is reported at 50 per cent. As a comparison, Hollywood annual box office receipts are about US$8 billion.

by Greg Laspatzis