You might have seen news reports last week that Bungie’s blockbuster new game Destiny made $US500 million in its first day on sale. However, that’s not quite what happened.
The headline on Activision's press release read: "Activision Sells in More Than $500 Million of Destiny Worldwide as of Day One". The most important word in that sentence? In. Activision had sold in $US500 million worth of Destiny stock to retailers, but that didn't mean consumers had spent that amount of money.
Many publications failed to recognise the distinction. Business newswire Bloomberg ran with the headline 'Activision's Destiny Has First Day Sales of $500 Million'. No, it didn't. It's almost impossible to accurately track first-day sales for a game that's available through multiple retailers, and which has enormous pre-orders as well. Plenty of publications recognised the distinction between shipments and copies sold, but plenty just believed the hype and failed to read the "in".
The lesson? A short single word can make all the difference. Accuracy matters.
[via Business Insider]
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