# Prof. Masakazu Ishihara's research on video game pricing is highlighted

1 Faculty News March 19, 2014 ![](/sites/default/files/styles/246w/public/assets/images/con_030797.jpg?itok=LgWQZS_5)>

Excerpt from [Minyanville](http://www.minyanville.com/sectors/technology/articles/Walmart-Move-Into-Used-Games-Business/3/19/2014/id/54230) -- "In December of 2012, New York University Stern School of Business professor [Masakazu Ishihara](http://www.stern.nyu.edu/faculty/bio/masakazu-ishihara) and University of Toronto Rotman School of Management professor Andrew Ching published a study asking that exact question. The study, 'Dynamic Demand for New and Used Durable Goods Without Physical Depreciation: The Case of Japanese Video Games,' found that if used games were to be eliminated from the market, the profit to game publishers would drop by 10% per game. However, if publishers were to adjust prices to optimal levels, they would see per-game profit increase by 19% over current levels."

[Read more](http://www.minyanville.com/sectors/technology/articles/Walmart-Move-Into-Used-Games-Business/3/19/2014/id/54230)