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Added by Gauss on 13.06.2012 |
| The commercial flop could be completely sold into retail by Christmas... |
According to THQ development boss, one of the most high-profile commercial disasters in the modern era of games will not result in a landfill of unsold units,
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For those who don't know, uDraw is a game tablet that left publisher THQ with around 1.4 million unsold units by February 2012, and it's now considered as one of the most high-profile commercial disasters in the modern era.
However, according to Jason Rubin -the new development executive at THQ-, they expect the product to be fully sold into retail by the end of the calendar year.
"We think we will sell the remaining units [to retailers] by this holiday," he told games site Polygon.
"We won't be burying these in the desert."
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And again, for those who didn't know, in VGs, the expression "buried in the desert" is a reference to the 1983 commercial disaster "ET", where Atari had produced around three million unsold units and decided to bury the excess cartridges in a New Mexico landfill. This one is often regarded as emblematic of the video game crash of 1983.
Seems that, THQ is targeting retailers outside of the games sector to shift its remaining uDraw stock. However, right now, it isn't clear how far the company is willing discount the price of the units in order to shift the remainder.
Rubin -who did not work at THQ during uDraw's development- was also shocked that the commercial disaster was not halted.
Asked if he had learned any lessons from the scenario, he said, "I did. Don't create a drawing tablet right before they release an iPad".
"I'm not sure how that happened," he said.
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Earlier this year, THQ said that uDraw had resulted in a revenue shortfall of around $100 million.
Do you think they'll be able to sell all those units by next Holiday?
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THQ uDraw stock won't be buried in the desert
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