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Game sales dive in July

July decline was the fifth in a row, but analysts didn't expect it to be so steep

By Barbara Ortutay Associated Press

NEW YORK — Hurt by the recession and few hit game launches, U.S. retail sales of video games dropped sharply in July, showing an even bigger decline than what many analysts were expecting.

Market researcher NPD Group said last week that sales of game hardware, software and accessories plunged 29 percent from the same period last year, to $848.8 million.

Janco Partners analyst Mike Hickey had expected a 15 percent decline.

July marked the fifth straight month to show a sales decline this year. Year-to-date sales were down 14 percent at the end of July, totaling $8.16 billion.

"While year-to-date results are weak, there are some big titles set to be released over the next several months, including Madden this month, which should help spur sales," NPD analyst Anita Frazier said in a statement.

Squeezed by the recession, customers are being more selective about what video games they buy, and many are waiting for blockbuster game launches later in the year.

They also are hoping for console price cuts. NPD said hardware sales slowed considerably in July, and analysts attribute much of this to anticipated price cuts for the gaming consoles.

Sales of portable gaming systems and consoles tumbled 37 percent, to $280.9 million. The hand-held Nintendo DS was by far the month's best-selling system, with 538,900 units sold. It was followed by the Wii with 252,500 units and Microsoft's Xbox 360 with 202,900 units. Sony's PlayStation 3 sold 121,800 units.

"We need hardware to turn around or the industry is going to be in trouble," said Wedbush Morgan analyst Michael Pachter. He said the industry will most definitely turn around, in September, because of huge game launches planned next month.

But, he said, the trough on the decline "is worse than I thought."

Last year's spring and summer saw the launch of blockbuster games Wii Fit and Grand Theft Auto IV. By comparison, the first half of 2009 has been unusually slow when it comes to top-flight game launches.

But Frazier said the worst comparisons "should be behind us, and looking beyond August, we have The Beatles: Rock Band, Halo 3: ODST, and of course, Call of Duty: Modern Warfare 2 to look forward to."

July's software sales fell 26 percent, to $437 million. The No. 1 game was Nintendo's Wii Sports Resort, followed at No. 2 and No. 3 by Electronic Arts' NCAA Football 10 for the Xbox 360 and the PlayStation 3, respectively. Wii Fit, which launched in May 2008, and Mario Kart Wii, from April 2008, rounded out the top five.