La pescadilla que se muerde la cola

Por Author Ramón Nafria Nagore el 13 de septiembre de 2010.

En España se venden al año 800 juegos en formato físico. En formato digital… unos 3000, y no estamos contando las barbaridades que aparecen en smartphones. De todos estos juegos venden realmente unos 50, más o menos. Cincuenta títulos que se reparten un mercado de 1500 millones de euros, o un poco más porque en esta cifra no están recogidas ningún tipo de descargas digitales.

De la descarga digital nos cuentan que otorga a la empresa desarrolladora la posibilidad de auto editarse, permitiendo que el desarrollador cree contenido con la posibilidad de que esté a disposición de todo el mundo, ahorrándole pagar un peaje en una tienda o rendir cuentas a un editor, y a veces sin sufrir los procesos de calificación de edades o de superar los requisitos de un fabricante de hardware.

Lo que no le dicen al desarrollador muchas veces, es que esos juegos que realice serán unos más dentro de un mercado en el que el trabajo del editor se basa, entre otras cosas, en darlos a conocer por encima del grueso de productos. En llegar a ser parte del 10% que se queda el 90% de los beneficios. Por ello, con la descarga digital, el desarrollador debería ser más desarrollador que nunca, y el editor más editor que nunca, no esperar que uno haga el trabajo del otro. Es cierto que en España no hay una tradición de comprar digitalmente. Pero también es cierto que, con alguna pequeña excepción que otra, el esfuerzo por las compañías por este terreno es mínimo.

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Una razón para ello puede ser la manera en la que está estructurado el sector de la edición en España. Además que tras la caída de Virgin Play no hay ningún publisher puro español, la mayoría dependen de los resultados económicos que tienen en el mercado español, mientras que lo obtenido por las descargas digitales se lo lleva directamente la casa madre.

Asi que, si no van a tener ingresos, para que van a hacer publicidad. Y si la casa madre no hace publicidad, porque de eso se encarga la delegación de turno, pasa lo que está pasando en medio mundo, que sólo se venden juegos digitalmente, en serio, en EEUU y poco más.

Si a esto le añadimos la poderosa influencia que tienen los medios EEUU para el resto del mundo, a los que les es más fácil acceder a los desarrolladores de EEUU, da como resultado que o el juego cae en gracia allí (caso de Limbo o Nyx Quest) o es muy complicado que sea conocido, ergo que venda.

A destacar como campaña donde si se ha invertido algo, el videojuego de Scott Pilgrim. No se que tal les habra ido, pero como poco al juego lo ha jugado bastante más gente de lo habitual.

Así que hasta que alguien no quiera evitarlo, la pescadilla se seguirá mordiendo la cola. No se invertirá en marketing porque no se vende, no se venderá porque no se invertirá en marketing.

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