As ever, the build up to each Zelda released is impeccably marketed; everyone knew that something special was on its way. Large television screens in stores had a hypnotic effect on consumers, who stood and watched Link riding horse back across Hyrule. The soothing music and expansive graphics created a wonderful, captivating feeling this was a world you had to visit and experience. Feedback from Stateside added to the hype and urgency to be as one with Hyrule. Zelda Ocarina of Time was not only a great Nintendo 64 game; it could quite be the greatest game ever.
Unsurprisingly this epic release that soon started to attract epic numbers of pre-orders. The industry has placed a growing importance on the number of pre-orders, as it not only gives an indication consumer demand, but also plays an important part in marketing. Rumours then began to circulate that the game would miss out on its winter release in Europe simply because of the high demand in America. Nintendo it seemed were struggling to manufacturer enough game cartridges to satisfy our hungry Atlantic cousins. Europe we thought would have to wait until the New Year.
For a lucky few this proved not to be the case as the game would be released regardless of the amount of stock available. For many the ensuing chaos of the pre-order schemes run by retailers was a totally new experience. Cartridges in comparison to CDROMS are more complex and expensive to create. Nintendos decision to stick with the format instead of following Sonys lead was creating world wide shortages of not only Zelda, but other releases, as the adventure was rightly given more precedence on the production line. To obtain your pre-order many retailers offer incentives such as double points or if you are lucky a free novelty gift. Such schemes are without question open to abuse by the retailers themselves and the staff who distribute the copies that are actually delivered.
For Zelda Ocarina of Time, my local GAME branch had in excess of 150 pre-orders alone, and plenty more planning on visiting the store on that fateful Friday. In total they received only fifteen copies of the game, which after staff claimed their copies dwindled even further. To say they were dreading the release of Zelda Ocarina of Time is an understatement. Friday would deliver many unhappy customers who quite rightly, expected to collect the game with the minimum of fuss. As with most things in life, its a case of who you know, and I was lucky enough to be on the most exclusive list of the year discretely hidden behind the counter.
This was the most surreal gaming purchase I have ever made. Having taken the day off especially, I journeyed into Edinburgh and walked into the store, which had a unique atmosphere. The shop floor was littered with disgruntled customers, parents and upset children Link it seems wouldnt be with them for Christmas. After navigating the queue, I arrived at the counter and felt as if the whole store was watching me as the assistant asked for my name. It felt like an eternity as he scanned the all too short list, acknowledged my fortune and proceeded to open up the treasure chest, revealing a shrink-wrapped Zelda. At that moment I felt at one with Link, the sense of satisfaction and excitement was overwhelming. Trying to remain cool and focused, I finalised the transaction and promptly put the purchase in a bag, where it would be safe.
I quickly left the store and blended into the crowds, eager to vanish, and wary of over zealous customers who wanted that game for Christmas. A nearby caf provided a safe haven to examine the contents further, and with a friend a discussion over the stupidity of the whole launch. Many would have to wait weeks for new stocks to arrive and by then I would have seen everything that Hyrule had to offer. It should have been a one-off situation but as marketing creates a tsunami of hype, sometimes production cannot keep up. In the case of Steel Battalion even pre-ordering and putting down a deposit was not enough to guarantee you the game.
I sincerely hope that for Zelda: The Wind Waker, Nintendo finally gets it right, and those who specifically wanted the limited version with the bonus disk, do actually receive it. Zelda games are meant to be cherished and only through playing each adventure can you fully appreciate the brilliance of the series. Whether it can match the magical Ocarina of Time, only time will tell.
