"We are seeing street date breaches occur on a frequent basis"
Last week saw the release of Pokémon X & Y
on the Nintendo 3DS, unquestionably one of the year's biggest releases
. Nintendo took the brave step of releasing the game globally on the same day — October 12th — which meant that everyone could experience the adventure together, regardless of which region they happened to be in.
That was the plan, anyway — however, retailers all over the world broke the proposed street date and starting selling the game early, much to the annoyance of Nintendo.
It also frustrated UK specialist retailer GAME, which broke the street date
after it claimed that several other rivals — including HMV and Tesco — had forced its hand by putting the game on sale themselves.
GAME category director Charlotte Knight spoke to MCV
about the problem:
We take compliance with all industry standards and regulations very seriously. It was extremely disappointing to see a number of competitors break street date over Thursday and Friday on Nintendo products across both online and store environments.
We are seeing street date breaches occur on a frequent basis and this undermines the work which goes in to creating exceptional launches. We’ve worked very closely with Nintendo in the run-up to launch in order to make them as successful as possible. We have worked with them on every decision taken.
It must be very tempting as a retailer to sell a game early, especially when it's a massive title like Pokémon X & Y and you want to prevent buyers from shopping elsewhere, but doing so undermines Nintendo's hard work