Normally, a video ga's sales are determined within the first week—no more than a month.
Players who are excited about a ga will buy it imdiately. Those who are on the fence will usually decide within that first month.
For Gastar Electronic Entertainnt, this pattern is even more obvious.
Gastar has a strong reputation built over 20 years. Almost none of their gas receive bad reviews. And when there are negative reviews, it's usually because the ga appeals to a very specific audience.
For example, tactical RPGs used to be popular but are now niche. Or difficult gas like Sekiro, which so players love and others find frustrating.
Aside from those exceptions, most of Gastar's titles are well-loved.
In general, buying gas from other companies carries the risk of being disappointed. But buying from Gastar rarely leads to regret.
In fact, their gas are seen almost like investnt products. So physical editions even rise in resale value after playing.
This reflects both Gastar's ga developnt strength and player trust.
Still, even for Gastar, 80–90% of total sales happen in the first month. After that, sales drop off and rarely reach the sa level again.
Now, overall sales are slowing.
Good gas still sell, but the total consur base is shrinking.
So the most efficient solution is simple: discount sales.
In the past, discounts were mild—unless a ga was very old, when it might be bundled or included in a mobile monthly subscription.
Now, Takayuki decided it was ti 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 gas away might be possible—though that would co with conditions, like requiring so engagent (clicks, views, etc.).
Still, Gastar 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 gas. The purpose of digital sales is to expand the player base. The biggest advantage? Near-zero cost."
"Zero cost? But what about developnt?"
"You an the cost of making the ga? 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 becos easier.
The real risk is if people stop buying gas due to high prices—then the whole industry enters decline.
That's why deep discounts are necessary.
"Digital gas cost nearly nothing to distribute. I originally planned to use this strategy later, against Surei Electronics or Mikksoft, but looks like it's ti to launch early."
Takayuki hadn't even ntioned 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 sothing cheap and valuable triggers a dopamine rush, similar to any other pleasure.
Takayuki rembered how excited he used to get during Steam's sumr and Christmas sales—spending a few hundred yen and getting gas worth thousands.
That feeling of "this is a steal" was unforgettable.
Gabe Newell was a genius in business.
Seasonal sales were perfect for digital gas.
Unlike physical products, where raw materials limit how much you can discount, digital gas are all profit—no matter the price.
"Alright. Sumr is coming up. Start preparing for our Sumr Sale. This will be our first seasonal sale—so it needs to make a splash. Kantaka Natsu."
"I'm here, President," Natsu said quickly.
"You'll lead the team designing the campaign title and slogans. Facebook and other key sites will prioritize your ad placents."
"Understood, I'll get to work."
Takayuki was set on this decision, so Natsu left imdiately to begin planning.
Then, Takayuki assigned other team mbers to visit several well-known ga companies. If possible, he wanted to bring more companies into the Sumr Sale.
After all, it ant more profit for everyone, and it would boost the reputation of Gastar's platform.
A win-win.
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