by Ariella Lehrer
September 7, 2021 via ariellalehrer.com
I’ve said to partners for the last five years, “Retail is fine. But who knows how long it will last?” Meanwhile, Legacy has sold PC games into retail continuously since our founding in 1998, and now has the largest number of SKUs on the shelves of Walmart of any casual game company, 15 currently.
And no one is more surprised by this fact than I am. Legacy’s retail revenue peaked in 2014 and sales have been decreasing slowly since then. Why, then, is Legacy doubling down on PC retail this Christmas?
There’s a simple answer. Legacy continues to pick up shelf space from our competitors who have lost focus on the PC retail customer and are chasing the elusive mobile market. There is a vacuum and Legacy has the products and people to fill it. We know and understand what the customer wants. This summer we’ve already shipped five hidden object jewel cases to Walmart ($10 SRP). Covering the usual topics – paranormal, time travel, love, crime – these games join our other signature “Amazing Games” compilations on the shelf. In addition, we only select products for retail that are already proven best sellers on our website, www.legacygames.com, a step which contributes to our success ratio at retail.
We also distribute $20 and $30 PC games in amaray cases. The first one, which will be in stores in August, is a value-packed collection of slots games from IGT/Masque. Our retail partners are always looking for licensed games or well-known brands, and we have high hopes of shipping even more such higher priced games before the end of the year.
I’d like to take credit for Legacy’s success at retail, but as I’m sure you’ve already guessed, it takes a village. A very talented one. First, let me give a shout out to Ezra at our distributor. He is the first person I ask when we have a hair-brained product idea. I need and appreciate his sage advice. Thanks to Magne and Karl for their endless creativity and printing oversight. I think, modestly, that we have some great packaging, thanks to them. Constantine does endless scouting for the best games, both casual and indie, to include in our game packs. Amanda and Patrick carefully choose which games go together in a signature Legacy game pack and write the marketing copy. Terence and Keith keep our inventory and orders in synch. But the folks who deserve the most credit for our success are our customers. They look for our new SKUs as soon as they hit the retail shelves and reward our focus on quality and value with their business.
Speaking of our customers, I talked about them in a recent article in Forbes about digital inclusion. Why are they still buying physical goods rather than downloading games?
“With the move to mobile and streaming, most people don’t realize that CD-ROM products are an ongoing business. Our customers still prefer playing puzzle games on discs for a variety of reasons. Some still do not own a smartphone and in many parts of the U.S., there continues to be a lack of good internet access. We focus on these customers who are left behind in the digital transition.”
So, in addition to all of the other reasons to be in retail, we feel good about the fact that at least some of our customers who are on the wrong side of the digital divide can still enjoy our games, have fun and smile.
Now it’s your turn. I hope you enjoy what remains of the summer and have some fun!