Nintendo eShop Sales Driven by Discounts and Metacritic, Publisher Says

Published: Friday, September 25, 2020 - 12:50 | By: Robert N. Adams
Developer
Brave At Night
Publisher
No More Robots
Genre
RPG
Platforms
PC
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Steam
No More Robots Details Switch Shop Strangeness

Some game developers might struggle to figure out how to get good Nintendo eShop sales, but No More Robots seems to have cracked the code: don't hand out game keys to reviews willy-nilly and take advantage of steep discounts.

No More Robots has been publishing games for the last couple of years and they've created some pretty great games. Unfortunately, No More Robots' Mike Rose had discovered a troubling fact: Nintendo eShop sales were, in some cases, as low as 8–20% of the sales as the same games managed on Steam.

 
 

This conundrum led him down a path to discover what does and does not work for selling digital games on the Nintendo Switch. The discoveries he made were somewhat surprising.

Nintendo eShop sales Not Tonight slice

How to Game Nintendo eShop Sales 101

No More Robots' Mike Rose wrote out a lengthy Twitter thread where he discusses this topic. The thread involves the sales history of four games, all of which are available on Steam and the Nintendo eShop:

Not Tonight: Take Back Control Edition was the first of these four games released on the Nintendo eShop in January 2020. Considering its content, it didn't get much in the way of promotion from Nintendo itself. The game ultimately managed to do 10% of the "crazy numbers": that it managed on Steam.

That was soon followed by Yes, Your Grace in June 2020. This time, No More Robots did three different things for this game's launch: it had a 20% pre-order discount, Nintendo would promote the game on its internal channels, and the eShop version would launch much closer to the game's original launch on Steam.

Yes, Your Grace did 8% of the units that the Steam version did in its first month. That was soon followed by Nowhere Prophet a month later which did 20% of the Steam sales.

Nintendo eShop sales Nowhere Prophet slice

With three games launches, No More Robots decided to explore how Nintendo eShop sales work a bit more. In that time, it made a discovery: Metacritic scores determine whether or not you get placed in sales and featuring and it appears that these scores are a factor in whether or not people actually buy the game.

 

Mike Rose then set out on a path to pump up their Metacritic score. He looked at the sites that gave lower Metacritic scores to Switch games on average and then just didn't give them any review code for the next games.

What were the results? Not Tonight's Nintendo Switch score ended up being 7 points higher than PC on Metacritic. Nowhere Prophet's Nintendo Switch score was 8 points higher. In both instances, games moved up from "Mixed" to "Positive."

Come June 2020, No More Robots bucked its previous sales trends and put Not Tonight on a deep, deep discount — 90% off. (Incidentally, the game also happens to be 90% off on the Nintendo Switch eShop right now.) In 4 weeks, Not Tonight sold nearly as many units on the Nintendo eShop as it had done in its entire lifetime on Steam.

A similar experiment was attempted with Yes, Your Grace at a lower discount, but that didn't quite work out so well:

 

Sales of roughly equal length (but with different discounts) had different results. Yes, Your Grace sold 13% as many units as Not Tonight, but it also made 60% of the revenue.

What's the takeaway, here? According to Mike Rose, crazy discounts aren't the only driver of sales.  Here's the ultimate result of his experiments with Nintendo eShop sales:

Granted, No More Robots' experiments with Nintendo eShop sales aren't necessarily definitive; this is a small sample size in an unusual time when a lot more people are buying games digitally.

That said, Mike Rose has made a strong case that what works on Steam and elsewhere will not work on the Nintendo eShop. If you're a game developer launching on the platform (or you're just curious about the business), you should take a few minutes out of your day to read the entire Twitter thread about Nintendo eShop sales.

As for the future, No More Robots will be announcing the launch date for Descenders on the Nintendo eShop sometime soon. For now, you can buy Descenders on Steam for $24.99 or your regional equivalent.

What do you think of Mike Rose's experiments with Nintendo eShop sales? Do you think Nintendo could do more to curate the store experience on the eShop? Let us know in the comments below!


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A photograph of Robert N Adams
Senior Writer

I've had a controller in my hand since I was 4 and I haven't stopped gaming since. CCGs, Tabletop Games, Pen & Paper RPGs - I've tried a whole bunch of stuff over the years and I'm always looking to try more!