I agree. I can’t understand why they would do this?? What does AH/WOTC have to benefit from making this L.E.?
Easy. By making A&A:50 limited edition, WOTC is expecting the game will appeal to a select, core audience. And they’re right. A&A:50 is aimed towards people who have played A&A, who own it, and who enjoy playing on a semi-regular basis. We all agreed on it in a recent poll we had: Who does A&A:50 cater to, Veterans or Newbies?
I would not expect players who have never played A&A to run out and buy the game. A&A:50 cost $100, and for many gamers that investment is too much. Chances are they rather have the Classic or Revised edition. It’s cheaper, the rules are easier to learn, and it’s more easy to find.
Wizards, like all companies, does what makes sense to them from an economics standpoint. Sure they could print more copies of A&A:50 and sell them for less, but they could also print less copies and sell them at a higher price. It all comes down to what makes them the most overall profit.
Secondly, calling something “Limited Edition” is really a great marketing ploy. The truth is, we want what we can’t have. And we love to horde what’s no longer readily available. By making the game “Limited Edition,” it pushes the customer’s impulses to buy the game now, rather than losing out on it later. Having something called “Limited Edition” makes us feel special, part of the elite. I know it’s a selfish way of looking at it, but it’s true. Also collectors, who may not play A&A too often, can’t afford to pass this deal up. Isn’t that the same basic premise that they use on Home Shopping Networks?
Finally, from a manufacturing standpoint, it costs far less to print the game all once rather than have a continuous printing where the same number of copies are printed over time.