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Comment: Were Consumers Duped into Buying Halo Wars?

Tuesday, 10 Mar 2009 12:29
Halo Wars
Halo Wars is selling record numbers for a console RTS, but is this simply due to misadvertisement and free give-aways?

Let me preface this analysis (I will repeat this in the conclusion) that this is in no way a slight to the quality of Ensemble Studio's game.


Halo Wars managed to debut at number two in the UK All Formats Chart, becoming the fastest selling real-time strategy game on the Xbox 360, outselling Command and Conquer 3's launch 3 to 1.

That's not to say that the RTS genre isn't otherwise popular; Empire: Total War managed to knock Killzone 2 off the top spot this week. However, the genre is generally seen to be console unfriendly.

So this RTS happens to be a Halo game. Microsoft's traditionally first-person shooter franchise broke sales records with Halo 3, surpassing one million copies in the UK alone. Halo has a massive following and FPS games generally do incredibly well - Call of Duty: World at War has retained and regained its UK top spot week after week, with its 2007 predecessor even re-entering the UK top twenty in 2009.

Thus, it's clear Xbox gamers love FPS games, but do they really want to play a real-time strategy game? In fact, do they know they're buying a real-time strategy game? It's highly possible that a considerable percentage of Halo fans saw Halo Wars on the shelf and thought it was a new entry in the best selling FPS series (perhaps Halo ODST) and decided to snap it up without a second thought. The TV commercial (watch it below) doesn't help either, since it deliberately suggests that the game is 'just' another Halo FPS.

Of course, consumers can't be that naive: They look on the back of the box; they download the demo; they must know Halo Wars is an RTS. Or do they? There's plenty of unconfirmed reports that suggest consumers bought Halo Wars unawares and subsequently returned the game after a quick dabble.

In reality there are such things as uninformed buyers who purchase because of a well-known name or an exciting trailer (Sonic and Mario at the Olympics, check). That's why CGI trailers are so popular with video game publishers in the US - they successfully dupe consumers.

Then there's the fact that Halo Wars achieved the top spot in Australia and New Zealand. It was a close call, but many are citing a Microsoft give-away as the reason for the success down-under. Halo Wars is given away free with every Xbox 360 console until the end of March.

If the game was included in a bundle it wouldn't be counted in Gfk's sales numbers, but the rumour goes that since Halo Wars is given separately to the console itself, the games are counted as standalone sales. In fact, there are reports of people buying the console and then trading the unopened Halo Wars for full price in the region - this will give you a very tasty discount on that Xbox 360 down-under.

Therefore, an argument for Halo Wars' sales performance being the result of give-aways and duped consumers could build a convincing case. But the argument is not watertight. If consumers believed Halo Wars was another Halo FPS, then the game would have been top of the worldwide chart, selling one million in the UK alone. Moreover, you could look at the Halo Wars give-away in a different light; if Halo Wars is making people buy the Xbox 360, then the game is a system seller...

Furthermore, we can be even more optimistic. There are those who have never played or bought an RTS game, but took the jump with Halo Wars and are now having an absolute blast. Here Microsoft has done gamers a service. They've converted previous RTS-skeptics into RTS-fans. So who cares whether they knew what they were buying or not, they're now converted to console RTS gaming. In fact, maybe that's why Empire: Total War did so well - Halo Wars buyers enjoyed it so much that they wanted some more. Go Halo, I say.

So were Halo Wars buyers duped into the purchase? Does it matter? Are you an RTS virgin converted by Ensemble Studios last offering? Tell us in the comments section.



Patrick Steen




Find more about Halo Wars on its Gamezine game page


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  • "On an optimistic point of view I'd say Halo Wars would make people actually do some research before buying their games. If people start researching on their games more we would see less and less franchises that are being milked too much (Sonic) On a pessimistic point of view however the false sales numbers that would appear would create gasoline for the fanboy wars. This is a system seller by name I still don't think its fair to misinform customers. I do not believe that the ends justify the means if it means the effects would be 50-50 (people converting and people feeling they've been cheated out of their cash). The whole it's free with every 360 so you can sell it to have a discounted 360 would also make it seem as another cheap alternative not as a game on its own merit. -My opinion"

    D.O. (South East) Posted: 11/03/2009 06:08:43

  • "its no surprise since i played the demo on it and found it to be the best RTS on a console with very unique easy controls. plus everyone i play with online including the chicks girls who are gamers too knew what kinda game they were buying. most of them found the break from first person was a very nice touch and well done for a halo game. plus i don't see anybody walking out of stores confused about most purshases...even if they did there are store clerks always there to help. so yeah its not a fluke halo wars is that good."

    judono (ny) Posted: 11/03/2009 07:23:31

  • "Great logic behind this article. If only people were not able to play the demo beforehand, or not able to read one of the many positive reviews, or not able to take a good look at the back of the box, or simply not have a clue about life - then this would have made sense. A game in the loveable Halo universe, from the creators of Age of Empires, The best RTS on cosoles to date, not much competition, and a great game in general. Why whouldn't it sell well? You're actually surprised a console RTS sells well? Why Civilization Revolution also sold well, and so did C&C3 on the consoles."

    Guy (Manyutten) Posted: 11/03/2009 10:16:11

  • "Guy: All those points were brought up in the comment piece: "Of course, consumers can't be that naive: They look on the back of the box; they download the demo; they must know Halo Wars is an RTS." And if you read the conclusion, starting from "Therefore, an argument for Halo Wars' sales performance being the result of give-aways and duped consumers could build a convincing case. But the argument is not watertight." You'll find I generally agree. Thanks for the comment."

    Patrick (Gamezine) Posted: 11/03/2009 11:19:23

  • "Caveat emptor"

    pixelsword (Earth, Western Sector) Posted: 11/03/2009 12:23:19

  • "Maybe some people were tricked into buying this, but mostly everyone knows this is an RTS, and any Halo fan should be aware that this is not an FPS, I personally liked this game, I played some RTS games and I have to say I was very bored but when I played Halo Wars I felt it was great from all the squad units, the multiplayer, the AMAZING cutscene graphics. I highly doubt alot of people bought this game without checking it out first, there's no trailer in this world that tells you, "This is an FPS" at the end, and showing gameplay of an RTS game will probably scare off a huge number of people since its like seeing someone play Tetris."

    Mr. Cream (Gamezine HQ) Posted: 11/03/2009 17:39:18

  • "No one was duped into buying Halo Wars, and these unconfirmed reports of people not knowing the game is an RTS are unconfirmed for one reason: because they aren't true. In this day and age, no one buys anything without reading the label first- not a candy bar, not a Coke, and certainly not a $60.00 game. The bottom line is that the game is frickin' sweet; I love it and I don't even like RTS games; and apparently some folks out there figure they can screw Microsoft or the Halo franchise by spreading lies. AND if some one did buy this game without doing research, or reading the box that you held in your hand minutes before purchase; then congratulations! You are an idiot. Despite the demo, the tv previews, the constant barrage of magazine articles about the 'HALO RTS', you managed to stay in the dark."

    mike (here) Posted: 11/03/2009 21:54:22

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