What do game and comic distributors want in 1986? Well, the nine distributors, who participated in an October GAME TRADE NEWS survey, will have shopping lists in-hand when they attend the Hobby Industries of America Association (HIA) trade show this month.
Heading these lists is the scheduling of new game product releases. Some distributors want game manufacturers to stick to predetermined schedules. Others do not. Bob Hellems of Glenwood Comics Distributors explained why he wants fixed schedules: When he solicits orders for a product with a specific release date, often the manufacturers fail to release the product. Then the manufacturers ask him for orders on products that he hasn't been able to solicit due to their schedule.
Ed Lukatch of Hobby Game Distributors wants a different kind of timed release schedule. "A product is released when it's ready, rather than at a planned time when the market is ready," he said.
Lukatch pointed out that a product needs a steady stream of adventure/ support material to retain steady customers. Otherwise, they lose interest and switch to other games. "But," he warns, "you can't glut the market either, because each item doesn't sell very well then."
Unlike Hellems and Lukatch, Lou Zocchi of Zocchi Distributors said he wants "quality rather than timeliness in game releases." "Manufacturers should put out a good product rather than put out something promised," he remarked.
Since release dates often change, Shelton Yee of Gamemasters Distributors suggested that manufacturers supply frequent updates warning distributors that a deadline cannot be met. He also wants more information sheets on the new products. "Since there is so much merchandise available, retailers are looking for people to make suggestions as to what products could become bestsellers.... I want to be able to provide knowledgeable recommendations as to what should be bought," Yee said.
In addition to the release schedules, distributors are concerned about the promotion of new products. Bob Boyle of Greenfield Hobby Distributors said he wants the manufacturers "to do a selling job on their products. Not to sell to the retailer, but to put on a sales job for later selling potential."
Lou Zocchi agreed that products need enough support in order to sell. "I can't afford to play missionary anymore." he said. He added that he will only carry products that are backed up with advertising in gaming magazines.
Scott Walpow of Dragons of Avalon commented that there should be better contact between the manufacturer and the store concerning advertising. "These items get lost with the distributor," he explained. Walpow added that the retailer wants more add-on products and other hype for the main product.
Ed Lukatch noted similarly that retailers want expansion sets for creating steady customers. The industry needs to cater to Game Fandom, he said.
Distributors also want manufacturers to consider the products' packaging. Bob Hellems pointed out, "Retailers want attractive packaging, but space considerations are a big problem for most comic retailers."
Scott Walpow suggested that the manufacturer should pay more attention to how the product is placed on the shelf.
Payment schedules also appear on some distributors' shopping lists. Bob Hellems said he wants the hobby/game manufacturers to develop a standardized discount schedule. "With comics you have a set discount (50, 55, or 65 per cent) which is based on the number of copies you order. With games, it's 50, 2, 30, or 6 per cent. You need a computer to keep track of it," he said.
Scott Walpow said he wanted manufacturers to be more patient in receiving payments. "Since game distributors continue to grow rapidly, their credit limit does not match their need for more credit... I run over my credit limit every month."
Two distributors were also concerned about the retailers' ability to buy products directly from the manufacturers and the distributors. "It should be one way not both," said Scott Walpow.
Bob Hellems remarked, "If the retailer can get almost the same discount from the manufacturer as from me, what do they need the distributors for?"
Back to Table of Contents -- Game News #11
To Game News List of Issues
To MagWeb Master Magazine List
© Copyright 1986 by Dana Lombardy.
This article appears in MagWeb (Magazine Web) on the Internet World Wide Web.
Other military history articles and gaming articles are available at http://www.magweb.com