In Connecticut, a man was shot outside of a Wal-Mart and rushed to the hospital. In California and Wisconsin, retail customers were trampled in a riot outside Wal-Mart doors. At a Wal-Mart in Kentucky, several customers were shot with a BB gun. And in Pennsylvania a man was robbed at gunpoint immediately after he walked out of the store. What do all of these scenarios have in common? Other than that lots of shady stuff happens at Wal-Mart… all of this violence was over a toy, Sony’s Playstation 3. When CNN and Fox News picked up these stories, Americans were led to believe that this was going to be the hottest holiday item in history and demand for the PS3 was through the roof. In reality, PS3 demand is not high, it is not the hottest gift of all time, and all of the violence was committed for virtually nothing.
So you’re probably wondering how I can possibly say that demand for the PS3 is not high… so let me explain the context of the Playstation 3 launch. When economists refer to supply and demand, the term “demand” refers to how badly consumers want to consume a good. For example, I could say that demand for gasoline is high because people really want to buy it to run their cars or the demand for Pepsi is up because people want to drink it. The problem with applying this interpretation of demand to the Playstation 3 scenario is that consumers weren’t buying the game because they wanted to play the thing; they were buying it because they wanted to resell it for a profit.
I’m going to distinguish two types of demand. I’ll call “gamer demand” the demand by consumers who want Playstation 3 to play it; and I’ll call “seller demand” the demand by consumers who want to resell it. What everyone was seeing on TV and reading about in the newspaper was seller demand. How do I know?.. because I was there. I stood in line to buy these super hot holiday items so I could make a buck on eBay, and I know that many of my fellow line-standers were resellers as well. Additionally, the night before the PS3 launch, Action 19 News visited a suburban Best Buy to interview the people who had stood in line for up to 72 hours. This particular Best Buy was selling 8 PS3s at launch and 7 out of 8 of the customers who were buying one planned to resell it on eBay. Seller demand may have been through the roof, but gamer demand was still unknown.
Sales on eBay over the next few days proved that gamer demand was actually low. Many resellers expected to turn around and sell their system for $2500 or more; they were lucky if they got $1200. I suppose their expectations were fair, especially after the XBOX 360 launch last November, when consoles were selling at 300%-400% of their retail cost on eBay.
There are a few key differences that fooled many good intentioned entrepreneurs, and these distinctions have to do with what economists call the “substitution effect.” When XBOX 360 launched last year, it was in a league of its own; none of the other video game systems of the time could live up to its glory. The Playstation 3, on the other hand, has two perfect substitutes, the 360 and Nintendo’s Wii. Consumers who can’t get their hands on a PS3 will simply switch to one of the other systems and be just as happy. In fact, I’ll contend that right now the other two systems are not only perfect substitutes… they are superior products. The PS3 has very few games and definitely no blockbusters. Nintendo Wii is launching with quite a few more games including the extremely popular Zelda; and XBOX 360 already has tons of games available including the famous Halo. And not only do the substitutes have more too offer, they are a better value. Wii is selling for $250 in retail stores and $350 on eBay; and the 360 runs for $300-$400. It is no surprise that gamers don’t want to pay 600 bucks for a video game system with less to offer.
I’ll be the first to admit I was sucked into the hype. I didn’t lose any money and will probably come out a few hundred dollars ahead; but was it worth the effort on my part? Probably not. And was it worth starting a riot or killing someone over? Definitely not.