The Midnight Launch: A Dying Phenomenon?
In the not-so-distant past, the launch of a new games console or highly anticipated title would send queues snaking around city blocks, with enthusiasts gathering at midnight to be among the first to get their hands on the latest hardware or software. These events, often referred to as "midnight launches," were a staple of the gaming industry, fostering a sense of community and excitement among fans.
According to an article in The Guardian, a leading British newspaper, the sight of throngs of gamers queuing outside stores at midnight is becoming increasingly rare. As reported by The Guardian, this trend is largely attributed to the shift towards digital media, with more players opting for digital copies of games that can be downloaded and played immediately, without the need to physically visit a store. The article, citing data from the Digital Entertainment and Retail Association, notes that UK physical game sales dropped by 35% last year, highlighting the significant impact of digital media on the industry.
However, The Guardian reports that Nintendo’s upcoming Switch 2 launch may buck this trend. The article states that Smyths, a UK-based toy retailer, will be holding a midnight launch event for the console on June 4, with fans gathering outside the store to be among the first to get their hands on the new hardware. As The Guardian notes, this event will be a rare occurrence, with only a handful of stores in the US and UK participating in midnight launches.
The decline of midnight launches is a significant change from the early 2010s, when console launches were major events that drew thousands of fans to stores around the world. The Guardian reports that Microsoft’s Halo 3 launch event in the US, for example, featured dozens of actors dressed as space marines, while Bill Gates himself attended the launch event at a Best Buy store in Seattle. Similarly, Sony’s launch event for the PlayStation 3 in London featured a massive queue of fans and a live performance by a popular musician.
As The Guardian quotes Greg Weller, the former UK marketing manager for Bethesda Softworks, "My favourite was Skyrim. We got the specs of Game’s flagship store on Oxford Street and covered the whole front with Elder Scrolls artwork. We put a snow machine on the roof, so we made it snow in November on Oxford Street. We had press there, we had a cosplay competition, there was a humongous queue, and so many people were dressed up – they wanted to be part of the story, part of the community."
However, The Guardian also notes that these events were not without their challenges. The article reports that midnight launches often descended into chaos, with drunk individuals causing a scene and fights breaking out. In 2006, a man was shot by masked thieves while queuing to pick up his new PlayStation 3 at a Walmart store in Connecticut.
The transition to digital media, combined with stiff competition from online retailers such as Amazon and the impact of the COVID-19 pandemic, has led to a decline in the number of specialist high street chains. The Guardian reports that Game, a leading UK-based game retailer, has seen its store count decline from over 600 to around 240 in recent years.
Despite this, there are signs that physical games are experiencing a revival. The Guardian notes that boutique publishers such as Strictly Limited and Limited Run are producing beautifully packaged editions of modern and classic titles, while game cafes and retro arcades are on the rise. As The Guardian quotes Rich Thompson, a developer and founder of Black Rose Studio, "I got my dad to drive me to a store at midnight for the Xbox launch. He’d just finished a 12-hour shift. He thought it was just going to be us, but there was a huge queue. The staff were handing out drinks, Limp Bizkit were playing on a stereo system – for 13-year-old me it was just the coolest thing I could imagine."
The Nintendo Switch 2 launch, as reported by The Guardian, may be a turning point for the industry. While it remains to be seen whether the event will be a one-off or a sign of a broader trend, one thing is certain: the excitement and anticipation generated by the launch of a new console or game is still very much alive.
For now, fans will have to wait and see if the Nintendo Switch 2 launch will be a memorable event. As The Guardian reports, Smyths will be holding a midnight launch event for the console on June 4, and fans will be gathering outside the store to be among the first to get their hands on the new hardware. Will this event mark a return to the glory days of midnight launches, or will it be a rare occurrence? Only time will tell.
The Nintendo Switch 2 launch, as reported by The Guardian, could be a significant moment for the gaming industry. With the console market continuing to evolve, it will be interesting to see how the industry adapts to changing consumer habits and technological advancements. One thing is certain, however: the gaming industry is still capable of generating excitement and enthusiasm, and the Nintendo Switch 2 launch is set to be a major event.
Source: The Guardian – Nintendo Switch 2 launch: a blast from the past
