Midnight Releases

Think Tank | November 13th, 2011 by Staggs

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Discussing with a few friends, as we wait patiently in line with an upwards of 200 gamers for Call of Duty: Modern Warfare 3 to begin selling, I began to wonder when exactly the midnight release phenomena started to go mainstream. The midnight release of Modern Warfare 3 was unique – they deployed some extra security measures to manage all of the people that were supposed to get the game that night, an estimated 9 million gamers started playing.

Some gamers couldn’t wait, though. Deploying like the special forces, several criminals deployed gas and the use of deadly force to perform a truck heist carrying over 6,000 copies of the game, a loot valued over $3 million in goods (read the whole report). There were also others who managed to get early release copies of the game and had the chance to begin playing online to get a leg up on most other gamers – at the risk of being found out and having their online multiplayer accounts banned. These guys really don’t seem to mind the risks involved in being able to play a video game early.

For those who could wait until midnight were lined up outside of game retailers, the most prominent one likely being Gamestop. They handed out MW3-branded wristbands to be sure they were letting in people who had already paid for the game and to get people out of the store, and back home in the most efficient way possible. It was the first such tactic that I had encountered at any midnight release, and I can say it worked well.

Midnight releases are no new phenomena, though. Where exactly did it begin? For one, any product that has a high risk of selling out on the first day will have people thinking ahead and taking action to lock-in their much wanted product. This can involve staying in line at a store, or if that isn’t an option, to pay absurd prices for (likely) illicitly-obtained products. This doesn’t just go for games, either. Huge name-brand products, many of which made by Apple and Nike, have lines awaiting to pay top dollar to be among the first to hold their new products. Popular, limited release of Nike shoes form some of the biggest lines, along with Apple fans who need to be the first to obtain their latest gadget. Most of which, can wind up being sold for exceptionally high prices on sites like eBay – especially if the product sells out everywhere.

The earliest event in the gaming industry that had this happen may have been the release of the Xbox 360, with the PS3 following shortly after. Both products suffered from short supply. Anyone that was able to get one early, either used it, or sold it online for close to twice what they paid for it. From here on, this early release culture has evolved to buying individual games, though the risk of them selling out is practically non-existent. I don’t believe anyone had any trouble getting the new MW3 if they did not attend the midnight release. Many of those who can wait, probably bought the game online anyway, which seems to be fairly immune to selling out. (Has anyone ever seen a game sold out online?)

News of these limited products are spread quickly through the internet. Friends get together and form a sort of tailgate, drink energy drinks, meet new people, and have a good time. For as long as any risk of selling-out, high anticipation, and friendly competition exists, there will be a ton of midnight releases for any particular reason. It is a lot of fun for a group of friends, and can quickly become a tradition for regularly released games like MW3.