Duke Nukem, L.A. Noire and Infamous 2 had no legs this summer because of the economy, pretty steep per unit unit costs, and an overall lack of new video game purchases. It’s no wonder most parents bring their kids to the ‘used’ or pre-played games and get a perfectly good title for pennies on the dollar than forking over the large payment for a new title.
That said, the total video game market had the biggest drop during the July month (which is pretty standard as far as a consistent sales drops historically during summer months are concerned) , but overall sales fell more than 20% from $855.3 million in July 2010 to $687 million last month, according to The NPD Group‘s monthly sales report.
Sales of game systems dropped the most (29%), from $313.8 million to $223 million, while software dropped 17% from $403.3 milllion to $336.2 million. Sales of video game accessories dropped 8% from $138.1 million to $127.8 million.
“There is no getting around the fact that video game sales in the new physical retail channel suffered its lowest month since October 2006,” said NPD analyst Anita Frazier. “Despite the very rough month, new physical retail sales are down just 4% year-to-date and based on seasonality trends observed over the last 10 years, which have been remarkably stable year-in, year-out, industry sales in this particular channel are poised to land in the flat to -2% range once the total year is completed.”
- July NPDs: Duke Nukem Disappears in the Worst Month for New Game Sales Since October 2006 (1up.com)
- July U.S. Video Game Sales Fall 26%; Worst Month Since 2006 (forbes.com)
- Xbox is one of biggest things going right now for Microsoft (seattlepi.com)