Redbox Dabbles in Game Rentals

June 30, 2010 -

Video rental company Redbox is testing videogame rentals in three test cities. The company, which makes use of video rental kiosks around the country, began testing videogame rentals last week in Austin, Texas, Reno, Nevada and Wilmington, North Carolina. The rentals cost $2 a day per titles. The initiative has been rolled out to 150 kiosks units in those regions, according to analysts familiar with the company.

Eric Wold, analyst with Merriman Curhan Ford in New York conducted a survey of kiosk in the target region; he said that the data showed an average of 2.8 video game titles and 3 video game SKUs (platforms) per kiosk.

In a survey of kiosks in Austin, Eric Wold, analyst with Merriman Curhan Ford in New York, found an average of 2.8 video game titles and 3 video game SKUs per kiosk — the latter representing the number of game platforms offered for a single title. Wold said he "was surprised" by the quantity and percentage of titles offered didn’t reflect market penetration of game consoles; only 28 percent of Redbox kiosks renting Wii games despite the fact that the Wii has has the highest U.S. penetration with 28.8 million units. He also found that 39 percent of kiosks held Sony PlayStation 3 titles while domestic market penetration for the PS3 console is 12.5 million units, according to Wold. Xbox 360 games represented 33 percent of the SKUs.

We had hoped to see a larger selection initially when consumers are likely to form initial impressions of the service and determine whether or not they will return at a later date," Wold wrote in a June 30 note.

He went on to say that these tests of videogame rentals has to at least keep up with or outpace video rentals. Some market research would show that videogame rentals tend to last multiple days.

Data about selection aside, this is a simple test to see if Redbox users are interested in having other kinds of entertainment available besides DVDs and Blu-Ray discs. No doubt the company will find that, given the right games, videogame rentals can be quite lucrative. Just ask GameFly.

Source: Home Media Magazine


Comments

Re: Redbox Dabbles in Game Rentals

Thank you for this article, it's really nice!

 

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Re: Redbox Dabbles in Game Rentals

$2/Day is quite pricey. For some games you are better off just buying them outright at those rates.

Re: Redbox Dabbles in Game Rentals

For a Wii game, you'll own it in 20-25 days.

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NatirI'm not arguing anything about sexism and harassment in the workplace... What are you talking about?07/28/2015 - 5:04pm
Andrew EisenYes, you've linked that several times and several times I've explained why that list isn't exactly what it says it is nor is it reflective of the actual criticism.07/28/2015 - 5:04pm
Mattsworknamehttp://www.giantbomb.com/female-protagonists/3015-2287/games/07/28/2015 - 5:01pm
MattsworknameFor the record, here is a list of games with female protagnists from they year 2014, as per giant bomb.07/28/2015 - 5:01pm
Mattsworknameandrew, I think natir may have ment a differnet point. I don't think he was aruging the workplace side, I think he was aruging the diversity in the games themselves, maybe.07/28/2015 - 5:01pm
Andrew EisenAnd I'll repeat this as many times as it needs repeating: no one (except maybe some random, anonymous numb nuts on Twitter) is calling anyone a misogynist simply for disagreeing with Sarkeesian and her ilk.07/28/2015 - 5:01pm
Andrew EisenNatir - What lie? What movement? What does that snide quote have to do with anything?07/28/2015 - 5:00pm
Andrew EisenMatt - Completely disagree. Any thinking person can see that just like with gamers, the most toxic elements, while the most attention getting, are not the majority or representative of the whole.07/28/2015 - 4:59pm
Andrew EisenNatir - Harassment and sexism in the workplace is true. It's been extensively observed and documented. That doesn't mean everything is bad. But that all doesn't mean shining a light on it to try and make it even better is an undesirable move either.07/28/2015 - 4:57pm
NatirThe movement they started is based on a complete lie and that is the real problem. Most people don't realize or those that do, ignore it because of the reprisal they get for disagreeing. You disagree with them and call them out? You are misogynistic now.07/28/2015 - 4:57pm
NatirHere is a good quote from the wordpress site: "Zoe Quinn with her little twine game commands the attention to be in documentaries, to be quoted on Kotaku, as Anita Sarkeesian is claimed to be one of the 100 most influential people in the world."07/28/2015 - 4:55pm
MattsworknameAndrew: its very true what you say, but with Feminism, the toxic fringe has become the main stream face of the movment, to the point where the US rep to the un on womens issues has called feminism a toxic word.07/28/2015 - 4:55pm
Natirdirectly related to games and politics.07/28/2015 - 4:53pm
NatirThe point is that these women do very little for the gaming industry but paint it to be a very bad place. From just constant harassment from (male) gamers to just sexism in the workplace. Stuff that just isn't true. Take a look for yourself since this is07/28/2015 - 4:53pm
Andrew EisenMatt - Every group has its jerk faces. Especially groups like feminists that are so large they encompass the vast majority of the population.07/28/2015 - 4:47pm
Andrew EisenAnd I don't get the sense many if any take anyone's thoughts at face value. They seem to be listening to what they have to say, evaluating what they heard, agreeing or disagreeing and acting accordingly. Or just outright ignoring them in the first place07/28/2015 - 4:44pm
Mattsworknametoxic to it's economy07/28/2015 - 4:42pm
MattsworknameWow, im out for a day and some cool discussion happens. On the subject brought up by Natir, I think modern feminism has be come toxic, at least in it's radicalized form ,much te same as I feel about how unions went from improtant things in the us to being07/28/2015 - 4:42pm
Andrew EisenI don't know about anyone else but I'm not comfortable forming an opinion let alone drawing a conclusion without having seen even one of the allegedly harassing tweets.07/28/2015 - 4:41pm
NatirI just find it baffling that the gaming industry as a general whole take what those women say at face value... On the Canadian man story, I don't think he will be charged but I think the women will be charged with something.07/28/2015 - 4:30pm
 

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