10 Terrible Decisions That Doomed Popular Video Game Companies
3. Terrible Marketing For The Gizmondo - Tiger Telematics
Tiger Telematics might not be a name that conjures up any meaning in today’s industry, but in all honesty it should be held up as an example of “how best to nosedive into concrete from a great height”.
Not to be confused with Tiger Electronics, Telematics decided to create a video game handheld unit that would compete with Sony and Nintendo, and launched the Gizmondo in 2005 here in the UK. It was a disaster, partly because the unit lacked many of the features it promised, but also because of how funds were used to advertise the console.
In order to drum up interest, Tiger Telematics paid music artists like Pharell Williams and Sting to appear in a custom-built launch store to celebrate the Gizmondo’s release. They also made a custom Ferrari that raced in the Le Mans 24 which also set back the company a tonne of money.
This wouldn’t have mattered had the console sold well, but it didn’t, and holds the record for being the lowest-selling video game console of all time. On top of this, they were sued by pretty much everyone imaginable because of ludicrous contracts put in place. Only 8 games exist for this console and one has to imagine how anyone thought it was a good idea.
[JG]