Marketing of Video Games - The Video Game Industry: Formation, Present State, and Future - page 58

11. If the reader gets the idea that managing a publisher is complex and depends
on some very good marketing forecasts, that is undoubtedly right. Over the
last three years, EA's losses have been $276, 677 and 1,088 million, respec-
tively. See http://investor.ea.com/annual-proxy-2011/HTML2/electronic_
arts-2011_0144.htm (accessed December 28, 2011).
12. These types of gamers could also be referred to as possibly innovators, or
early adopters, according to Rogers's (2003/1962) taxonomy of dif usion of
innovations.
13. Information from annually reported income statement (downloaded Decem-
ber 13, 2011). Information for Nintendo includes information for the com-
plete corporation, including console sales—reported in yen; sales fi gures
converted at 83 yen to U.S. dollar March 31, 2011, rate. Sony, likewise,
where game sales are indicated at about 10 per cent of corporate sales and
the same yen to dollar conversion. Microsoft also does not split information
by product line, but original fi gures are in dollars.
14. Nintendo lists “advertising” and thus fi gure could be conservative.
15. Sony does not separate out sales and marketing from selling, general and
accounting. Same yen to U.S. dollar conversion as Nintendo.
16. Every one of the ten best-selling console games in America last year was a
sequel or a development of an existing franchise (Cross 2011).
17. Source http://www.americasarmy.com/about/ ( accessed September 13,
2010).
18. Can be found at http://www.newsgaming.com/games/index12.htm. (Down-
loaded 9/13/2010)
19. Of course, because there is money to be made by trading in and with the vir-
tual world, countries have come to think that revenues should be taxed. Both
China and South Korea have taken steps in that direction (Cross 2011).
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