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Best Buy is closing roughly 200 of its 500 Oculus Rift demo stations

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In May 2016, Oculus VR and Best Buy teamed up to install Oculus Rift demo stations in 48 North American stores, a number that eventually ballooned to 500 locations leading into the holidays. But nearly half of them will soon be gone: Business Insider reported today that roughly 200 of those demo setups are being closed down because of "store performance." 

An Oculus rep confirmed the closures, saying, "We're making some seasonal changes and prioritizing demos at hundreds of Best Buy locations in larger markets. You can still request Rift demos at hundreds of Best Buy stores in the US and Canada." 

The device is available to try at other retailers, however, and the rep said that Oculus remains committed to its demo program. "We still believe the best way to learn about VR is through a live demo... We’re going to find opportunities to do regular events and pop ups in retail locations and local communities throughout the year.” 

But while there's no question that traffic drops off, often precipitously, immediately following the holidays, it doesn't sound like the headsets were moving very well during the holiday season, either. Multiple Best Buy employees said they were only selling, "at most," a few Oculus Rift devices per week; one claimed, "There’d be some days where I wouldn’t give a demo at all because people didn’t want to [try it]."   

My guess is that this probably isn't as catastrophic a blow as it may sound—but it's surely not good news, either. The cost of setting up 200 Oculus Rift demo stations had to be significant, especially for just a few months of operation, and while seasonal dropoff is inevitable, it's also temporary. The existing Oculus demo setups that are already in place are basically a fixed expense, so why get rid of them so quickly if any sort of seasonal bounceback is expected? It's one thing to tweak your setup, but cutting it by 40 percent has the look of something a little more extreme.

Andy Chalk
Andy Chalk

Andy has been gaming on PCs from the very beginning, starting as a youngster with text adventures and primitive action games on a cassette-based TRS80. From there he graduated to the glory days of Sierra Online adventures and Microprose sims, ran a local BBS, learned how to build PCs, and developed a longstanding love of RPGs, immersive sims, and shooters. He began writing videogame news in 2007 for The Escapist and somehow managed to avoid getting fired until 2014, when he joined the storied ranks of PC Gamer. He covers all aspects of the industry, from new game announcements and patch notes to legal disputes, Twitch beefs, esports, and Henry Cavill. Lots of Henry Cavill.