Square Enix reveals original sales targets for Tomb Raider, Sleeping Dogs, Hitman
Square Enix has said that Tomb Raider may not be profitable despite selling a massive 3.5 million copies after its launch earlier this month. The game’s budget was rumored to be near $100 million with marketing. There has been some concerns over Sleeping Dogs not performing as well as Square Enix hoped too.
Now, Square Enix has revealed their original goals for Sleeping Dogs, Tomb Raider, and the latest Hitman game. They were much higher than I think most reasonable people would have asked for.
Square Enix wanted to sell 5-6 million copies of Tomb Raider, 2-2.5 million copies of Sleeping Dogs, and 4-4.5 million copies of Hitman Absolution.
Those titles have shipped 3.5 million (Tomb Raider), 1.75 million (Sleeping Dogs), and 3.6 million (Hitman). Obviously Hitman is the only game to come close to Square Enix’s desired shipped amount. I’m sad to see Sleeping Dogs fall nearly 1 million units below its target.
I really believe game budgets need to decrease. Publishers should try to get the most out of the first $10-$20 million they spend on a project and then focus on doing smart marketing, not expensive marketing. I’m not an expert so I shouldn’t be telling them how to do their jobs but the fat has to be trimmed somewhere to cut costs.