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Retail

Disney Infinity sells 294,000 in first two weeks

Disney Infinity sells 294,000 in first two weeks

Mon 16 Sep 2013 5:13pm GMT / 1:13pm EDT / 10:13am PDT
Retail

Spokesperson touts "strong start" for starter packs in US, company pleased with global launch performance

Disney Interactive is banking big time on the success of its new Disney Infinity toys-to-life game, and a spokesperson for the company told GamesIndustry International that the game's launch last month went well.

"Disney Infinity sales are off to a strong start, selling 294,000 starter pack units in the US during the last two weeks of August," the spokesperson said. "We're very pleased with the launch in both the U.S. and globally, and believe Disney Infinity is well-positioned for the critical holiday sales season."

The game finished third in the NPD Group's US retail sales chart for August, behind only Madden NFL 25 and Saints Row IV.

The Wall Street Journal reported that Disney has spent more than $100 million on development of Infinity, with a former employee of the division calling it a "Hail Mary [play] with a tremendous amount of pressure to be a hit." Disney CEO Robert Iger was also quoted as saying, "If Infinity does well, it bodes very well for the bottom line of this unit... If it doesn't do well, the opposite will be the case."

6 Comments

Barrie Tingle
Live Producer

337 103 0.3
It has been near impossible to find the power disc packs and most of the characters in the Bay Area since launch. Toys R Us, Target, GameStop, even Amazon all sold out of the discs and some characters.

Posted:7 months ago

#1

Thomas Dolby
Project Manager / Lead Programmer

319 253 0.8
Apparently this is on par with Skylanders initial sales, which I guess bodes well for Disney so far. The real proof of this brand will be looking at sales after the holiday season though, and then seeing whether Disney can keep that momentum going. Skylanders is definitely playing the long game with their IP and they're doing a good job of it so far.

Posted:7 months ago

#2

Paul Jace
Merchandiser

767 999 1.3
I hope they succeed, considering my company does work for them, myself included. Whats really going to put them over is when they start making Marvel and Star Wars characters available for Infinity. Then the sales figures will really climb.

Posted:7 months ago

#3

Eric Leisy
Production Designer

93 72 0.8
im kind of confused - i thought if your IP didn't sell in the millions the first week that it was a critical failure?

Edited to clarify: The first week from my understanding is how you tell how strong your product will sell. 300k sold, as compared to most blockbuster games, and considering how many millions of dollars Disney sunk - it seems like its a financial failure?

Edited 1 times. Last edit by Eric Leisy on 18th September 2013 6:14am

Posted:7 months ago

#4

Thomas Dolby
Project Manager / Lead Programmer

319 253 0.8
@Eric
I'd agree that may apply to AAA shooters such as CoD and other titles that target teens/adults, but from what I've seen this segment of the market has a different way of working, and is actually a lot more similar to the console market than the latest 18 rated blockbuster game.

Both Activision and Disney have set this up for the long game. Kids aren't up to date with major releases and the latest gaming news, they go by word of mouth and targeted advertising. The popularity of Disney Infinity will live or die by the word of mouth on the playground. It's also critically important to remember that kids don't have disposable income, and the one time of the year when kids products shift volumes by the motherload is the holiday season.

This is in no way a financial failure because so far it's going exactly as planned, and should theoretically only grow stronger as they keep releasing more content for the IP.

Posted:7 months ago

#5

Greg Wilcox
Creator, Destroy All Fanboys!

1,993 902 0.5
As noted, while the sales aren't in GTA or CoD territory, these numbers are fine for this sort of "evergreen" title catering to a wider market. It would seem that as word of mouth spreads more than critical opinion, this one will pick up steam around the holiday season and probably keep doing well as long as people want to buy in...

Posted:7 months ago

#6

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