Next weekend is the Sneak Peek for the new Yu Gi Oh
release, Crossed Souls (which is rather a cool name for anything, much less a
card set). Also on that same weekend, though, is the latest Konami sponsored
Demo Day for Yu Gi Oh.
For those not familiar with Konami Demo Days, they are designed
to encourage current players to bring in a new player by offering a play mat
and a bonus to the new player. It doesn’t
usually work that way in practice since Yu Gi Oh play groups are pretty limited
and not great about recruiting fresh players. What’s strange about the choice
of marketing strategy here is running two marquee events on the same day.
Generally what this produces is what
marketers call cannibalization. The traffic that the Sneak Peek generates is
the same traffic that the Demo Day event would pull in. You are not creating
new traffic or pulling people in on a
different day. Instead, Konami is spending perfectly good money to pull people
in to the Demo Day that would have come in for the Sneak Peek, blunting the
effect of both events on one day and forgoing the opportunity to use one as a
draw for another day. Maybe Konami has a subtle marketing plan here but I don’t
see it.
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