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Xbox 360 and NCAA Football 12 lead dismal July sales

The NPD Group has released its US video game retail tallies for July, revealing good news for Microsoft and virtual football fans, but depressing news for the industry overall. According to the firm's monthly sales figures, the Xbox 360 held its spot as the top selling console for the seventh month in a row, while NCAA Football 12 topped out July's bestseller list. The bad news? NPD reported total industry sales were down 26% year-over-year, representing the lowest month for gaming in years.

"Video game sales in the new physical retail channel suffered its lowest month since October 2006,” said NPD analyst Anita Frazier, attempting to soften the blow by explaining, "Despite the very rough month, new physical retail sales are down just 4 percent 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 percent range once the total year is completed."



The 26% landslide is a result of poor performance across the board. Based on NPD's numbers, July saw a 29% year-over-year decline in console sales, a 17% drop for new retail software sales, and a less distressing 8% fall-off for accessories.

Sales dips aside, Microsoft had some words to share regarding its continued console domination, claiming it moved 277,000 units in July and owns a "45% share of the overall current-generation console market." That said, Frazier explained while the Xbox 360 certainly maintained its grip as the number one console - a position it's held for 13 out of the last 14 months - July was the first month the console experienced a year-over-year decline since December 2009. This, she said, was likely result of last July's number's being abnormally high due to the launch of the Kinect-ready slim model.

On the software end, physical games sales slipped10% year-over-year; a drop-off driven by the fact only 17 new titles were released in July 2011 compared to the 29 titles last July. Leading the pack was NCAA Football 12, which saw a 15% increase in sales over last year's edition.

The complete best-seller list is as follows:

1 NCAA Football 12 (PS3, 360)
2 Cars 2 (PS3, 360, Wii, PC, DS) 
3 Call of Duty: Black Ops (PS3, 360, Wii, PC, DS)
4 Lego Pirates of the Caribbean: The Video Game (PS3, 360, Wii, PC, DS, 3DS, PSP)
5 Just Dance 2 (Wii)
6 Major League Baseball 2K11 (PS3, 360, Wii, PC, NDS, PSP, PS2)
7 Zumba Fitness: Join the Party (PS3, 360, Wii)
8 Fallout: New Vegas (PS3,360, PC)
9 New Super Mario Bros DS (NDS)
10 Mortal Kombat (PS3, 360)

It's important to note NPD's numbers do not take into account digital sales which, in this day and age, represent a increasingly large pool of profit.  It should also be said GR is not responsible for bodily or emotional harm caused by fanboy conflicts. Because, you know, some people tend to take these numbers way too seriously.

Aug 12, 2011

10 comments

  • D0CCON - August 12, 2011 8:13 p.m.

    I think this is becoming increasingly obsolete every month as more and more downloadable titles are added. I'd like to see how sales for Bastion or Insanely Twisted Shadow Planet compare to these.
  • EwoksTasteLikeChicken - August 12, 2011 7:41 p.m.

    HOW THE FUCK IS BLACK OPS STILL SELLING SO HIGH?!/? DOESN'T EVERY KID IN AMERICA ALREADY OWN A COPY? THIS IS WHY SHADOWS OF THE DAMNDED AND CHILD OF EDEN SOLD SHIT!
  • GOD - August 12, 2011 7:39 p.m.

    Don't take what I'm what I'm going to say too seriously but Xboxes are still selling for the same reason Duke Nukem Forever made a profit.
  • chrisat928 - August 12, 2011 6:57 p.m.

    Okay, I'm not trying to be a dick or anything, but there has to be something shady going on with 360 sales. How the hell does it sell that much when everything else drops drastically? Unless of course it's more people getting rid of their old models for the S line.
  • HereComesTheHypeTrainCHOOCHOO - August 12, 2011 6:36 p.m.

    Microsoft claims a "45% share of the overall current-generation console market".** **Bullshit figure requires much number massaging and only relates to a single country (USA) during a single month. Bullshit figure does not take into account the fact the Wii is far and away the console leader in terms of hardware sales. Skewed statistics brought to you by our sponsors Dead Island and their subsidiary GamesRadar.
  • maxmorrow - August 12, 2011 6:34 p.m.

    @Broken360 Unless you're a counterfeiter, I don't think angrily giving them your money every year is an effective way to F*** Microsoft.
  • Broken360 - August 12, 2011 5:44 p.m.

    Of course the 360 sales r going up every month! I've had to buy at least one new 360 a year cause they keep crapping out on me! F**k u Microsoft!
  • TheCakeIsaPie - August 12, 2011 4:58 p.m.

    *not I'm haveing trubble tyiping thru mai tearz.
  • TheCakeIsaPie - August 12, 2011 4:57 p.m.

    Every one of the games on this list is either licensed or a sequel. No, I'm ont crying, I just have something in my eye.
  • Markoose16 - August 12, 2011 4:40 p.m.

    Well it's not like any good games have come out and I still don't understand why publishers are all releasing their games in the latter 3 months of the year. Yeah it's Christmas time at the end of it but most people will only get 2-4 games in that period. Spread the load. Look at the releases that could be seen as major titles. Starting from August 23rd with a week between every release. Deus Ex, Madden, Dead Island, NHL, Gears 3, FIFA, Rage, Forza 4, Batman, Battlefield 3, Uncharted 3, CoD:MW3, Skyrim (on the Friday between), Assassins Creed, Sonic. Each of those comes out with a week between each one and then nothing after till next year. So from August 23rd till November 22nd there is a game release that could be considered a major game release every single week. That's not even including games like Zelda, SWTOR, Dark Souls, NBA 2K12 etc. Why can't they spread the games out?

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