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Sleeping Dogs, Or: How Square Enix Irrigates The Summer Drought

Sleeping Dogs, Or: How Square Enix Irrigates The Summer Drought

Dogs Sleeping, yesterday.

Sleeping Dogs is number one in the UK sales charts, meaning it’s doing quite well. How well, we do not know – it might be a slow week for sales and only have necessitated 34 copies sold to hit the top spot (probably not though) – but it is top Dog ha ha ha like a Dog.

And why is this? Because it’s been released at a time where, traditionally, no big releases come out. It’s the summer. It’s the drought. It’s not a time for big, quality releases because… well, because publishers decided that a long time ago there are only two points in the year when games are allowed to come out.

Which is dumb.

But what this does point to is at least one publisher understanding that there are other points of the year when games are allowed to come out. Step forward and take a bow, Square Enix, for making the summer your stomping ground.

Last year saw the release of the absolutely excellent Deus Ex: Human Revolution in August. A time when typically no big games are released saw one of the year’s best, just because it made sense to do so. Nothing else was coming out to compete, gamers were desperate for something of real quality to quench their gaming thirst after the summer drought, it just made sense.

So Squenix has repeated the technique this year, releasing a game that would surely have been lost in the mix were it to come out in the traditional pre-Christmas rush. Instead, Sleeping Dogs has seen what is being reported as a ‘good’ opening week of sales. Which is good, because Sleeping Dogs is actually really good fun and deserves to do well after all the crap it’s been through.

It seems like the most obvious thing in the world: bring the game out at a time when people really want a new game and there’s no real competition. It is the most obvious thing in the world. But it seems Squenix is the only publisher that knows this.

Ah well.




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