1995 Ad

Discount Store News, Feb 6, 1995 by Pete Hisey

Memtek, which entered the software market late in 1994, is marketing a full line of $9.95 floppy titles, with $14.95 CD product on the way, under the Memorex brand. Most of the present titles (24 on the market with eight more coming soon) are rereleases of popular games, educational, special interest and utility software, but the company's David Metzger noted that some are brand new games developed for Memorex and that the direction in the future will be toward new and exclusive product.

Publishing meets Interactive

Another niche player is HarperCollins Interactive, which is releasing a marriage/relationship program, Men Are from Mars, Women Are from Venus, based on the best-selling hardcover. A special paperback edition will be bundled with the software, and director of sales Jeff Rogart noted that he expects the software to sell both to people who have already purchased the book (generally women) and to men who have avoided it. "It's a full workshop that reacts to each individual user, involves them in role playing exercises, and really delivers a lot of information," Rogart said. Men generally won't be caught dead reading self-improvement books, but the interactive aspect will appeal to them more strongly, Rogart said.

In an industry that has very little brand presence, HarperCollins is going after a cobranded approach, tying in with the most popular of its hundreds of thousands of book titles. Next up is Emily Post's Complete Guide to Weddings, written and arranged by her daughter, Elizabeth. "There are lots of wedding titles on the market," Rogart noted. "But there's only one Emily Post."

In addition to its niche products, IVI is also producing more general interest titles like Blown Away, in which the player has to solve a series of puzzles to rescue his friends and family, who have been kidnapped by a psychotic bomber.

While $29.95 may seem to be a bargain compared to today's pricing, other publishers are looking even lower. Packard Bell, as mentioned, is putting children's CD titles on the market at a street price of less than $15, and others, like SAI/Microleague, are aiming at the sub-$10 market with a line of sports strategy games branded under the name General Admission Sports. According to president John Brazier, "there is a huge market that most retailers aren't addressing for quality product at a low price. People clearly look at software like they look at books and magazines and music; they want to spend less than $20."

The company also introduced slightly pricier product, including a new Sports Illustrated Baseball '95. The game, licensed by the MBPA, features all major league players (although not the teams) and turns the player into the manager. Brazier said the game will appeal to the hardcore fan.

Another value strategy is to give more for the money. Activision, for instance, is offering a disc with 15 classic Atari games for a list of $29.95.

In its full-price line, the company is showing the follow-up to Return to Zork, which sold nearly a million copies over the past two years to become one of the most popular computer games ever. Zork Nemesis will arrive in the second half. Former CIA director William Colby and a KGB counterpart teamed up as technical advisors for The Great Game, a spy vs. spy game, and a new license with Jim Henson Studios will result in a series of Muppets titles, featuring the actual Muppets, not animated versions.