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Gamestop says "you can buy this 'used' copy for $5 less" ($55 instead of $60).
Where did Gamestop get that used copy? Did they steal it? No, they PAID for it, by buying it back from someone who paid full price for it in the first place. What monetary incentive does GS have for selling the used copy? If your company is indeed losing money because they're selling too many used copies, why don't you give them a spiff for selling new copies, or a bonus for reaching a level of new copies? Also, if one of my distributors is doing something I don't like, I'm yanking their distributorship. Why doesn't your company end their relationship with GS if they are indeed doing something you don't like? My guess is that you won't do that because the front end new sales are too good.
You keep assuming that the used game buyer would buy new instead of used if used wasn't an option. One of my points (among others) is that he may not, or if he does, it may not be at your $60 (your example) price point. The possible reason you can sell you games for that amount is because there IS a used market. If people know they can't sell their games (or cars, or whatever) they won't pay what they do now for them.
I understand your argument -- that your new game is competing against the same game, only used. But I don't think you understand my point that it is the same economic issue across most industries with only time differences. Car OEMs have the same issues, only instead of weeks and months, its years. They factor new vs. used decisions into their prices and the dealers do the same in the way they sell cars. Go look at the used truck market right now -- they have somewhat of the opposite problem you have. People buy new trucks because one and two year old trucks aren't priced low enough to be worth buying with 10, 20, 30K (etc.) miles on them. It becomes a factor in trade in values. That's more of a dealer issue than the OEM,
but its economics at work. Go ask AOC to explain further!
If you don't want to play that game, start selling services like I do!