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game x cost 20 million to make (marketing and shipping included), it gets sent through the 360ps3 hype machine, sells millions of copies and brakes even or becomes profitable in mere weeks. A few months later, most of the people who bought game x have beaten it and are ready to move on to hyped game y. Gamestop is running one of their trade in game a and get $20 off game b offers .Alot of the people who bought game x don't wanna or can't afford to spend $60+ on the highly anticipated game y, so they go for the offer. Instead of waiting for new games to go on sale in a few months, thousands of people trade in slightly older games their tired of playing, and add to the millions of copies those new games will undoubtedly sell.