As stated by Simon Carless, analyst from GameDiscoverCo, Concord is selling an estimated 25,000 copies.
Concord’s performance is a stark reminder of the challenges new games face in an oversaturated market. According to estimates by Simon Carless, this figure breaks down to about 10,000 units sold on Steam and around 15,000 on PlayStation.
If Wukong broke the record for the highest peak single player game on Steam, did Concord break the record for the lowest peak player for a multiplayer game?
A Disappointing Launch?
First things first, gamers will state how woke, or DEI, the game is. They were not wrong, tho. Even the memes of “Concord have more pronouns than actual players” is on fire on the internet. They literally target their preferred or modernised audiences, and 25k copies sold seems like a good number for their very specific market.
But the problem is not only there.
Concord’s estimated sales numbers reveal a disappointing start for what was hoped to be a significant contender in its genre. Ranking 147th in daily active players on the PS5 in the United States, Concord has attracted fewer than 0.2% of active PS5 players on a typical day, according to Circana analyst Mat Piscatella. The game’s inability to capture a substantial player base has been attributed to several factors, which we will discuss in detail below.
One of the primary reasons analysts believe Concord has struggled is due to poor marketing efforts. In an industry where first impressions are crucial, Concord’s marketing campaign failed to generate the necessary buzz. Unlike successful titles that leverage extensive advertising, community engagement, and strategic partnerships, Concord’s approach seemed lackluster and uncoordinated.
Additionally, Concord suffers from a lack of differentiation in an oversaturated genre. The game offers little that sets it apart from competitors, making it difficult for potential players to justify their investment. With countless options available, Concord’s lack of unique features or innovative gameplay mechanics has been a significant drawback. As a result, it has not been able to stand out in a crowded field of well-established titles.
It’s not A Free-To-Play Game despite Not Having a Battle Pass System
Concord launched with a premium price tag of $40, a decision that many analysts view as a critical misstep. In today’s economic climate, players are more discerning about where they spend their money, especially in a genre flooded with free-to-play alternatives that offer similar experiences. Midia Research analyst Rhys Elliott highlights that while a tight-knit group of players might take a chance on a new game if it’s free, the $40 price point was a “big ask.” This pricing strategy limited the game’s audience right from the start, reducing the potential for widespread adoption.
Furthermore, Concord’s decision to launch as a premium game also hindered user acquisition efforts. In multiplayer and online gaming, the more players a game has, the more attractive it becomes. This is due to the network effects that drive player engagement and create a dynamic, appealing ecosystem. Unfortunately, by setting a high entry cost, Concord restricted its player base and stunted the growth of its community from the outset.
It’s Already Saturated
The multiplayer and online shooter genres are among the most competitive in the gaming industry. With giants like Call of Duty, Fortnite, and Apex Legends dominating the market, new entrants face an uphill battle. Concord’s entry into this space without a distinctive hook has made it difficult to carve out a niche. Most players are already invested in established titles with robust ecosystems, making them less likely to switch to a new, unproven game.
Moreover, the genre saturation means that players have a plethora of choices, many of which offer extensive content updates, engaging seasonal events, and competitive pricing models. Concord’s offering, however, has been described as uninspired and lacking the depth required to lure players away from these established giants. The game’s inability to distinguish itself has resulted in low visibility and interest, contributing to its poor sales performance.
Will it Last Longer?
To turn the tide, Concord’s developers need to take decisive action. Adjusting the game’s price point could be a crucial first step in attracting a larger player base. Offering the game at a reduced price, or even transitioning to a free-to-play model with monetization through in-game purchases, could help Concord reach a broader audience.
Firewalk Studios has laid out an ambitious roadmap for Concord’s post-launch content, ensuring that players will have plenty to look forward to over the next several months for three seasons. The first major update will arrive in October with the launch of Season 1, bringing a host of new content to the game. And you need to remember, all of these seasons will come to you without a single Battle Pass feature.
Will it reach to Season 4?