According to the latest report released by The NPD Group, the
research company that tracks the gaming sales in the US, August was the weakest month of
the year. Apparently, the slowing U.S. economy made the sales for
video games consoles to go down and be slower than expected.
Microsoft’s Xbox 360 slipped 5% to 195,200 units and the
Play Station 3 from Sony fell 18% to 185,400 units. More important, the Wii
units from Nintendo came down to 18% from July, selling only 453,000.
The NPD Group said that the sale of gaming software in the U.S. rose only
to 13% from the same period last year. Moreover, this is a small percentage if
looking to the analysts’ expectations of 20% to 25%. The NPD reports showed
that this month has had the lowest sales since January.
Jeetil Patel, an analyst at the Deutsche Bank, said that was
all for the power of the video games. "After starting off with roughly 40%
to 50% growth in the first six months, August video game sales came back down
to reality with a hard dose of consumer spending woes," Patel told The
Wall Street Journal.
Analysts say that the weakening economy is what’s causing
this entire drop in sales. The Wii console from Nintendo had its weakest unit
sales in six months. The shares of video games companies “have been under
pressure for some time due to just such fears,” as Todd Mitchell of Kaufman
Bros. said.
Mitchell also added that he thought that the companies will
remain under pressure in the near term “as investors adjust their expectations
downward.”
The July sales of game software reported a gain of $591
million and the August sales reported only $550 million, as the NPD released
data showed. Still, Michael Pachter of Wedbush Morgan stated that because of
the hurricanes, political issues and the Olympic Games, the consumer were
“distracted.” He does not foresee such a black future for the video game
consoles.
Yet, one video game did sell quite well: “Madden NFL 09”
from EA Games showed that football lovers never die. “Madden” sold more than
2.18 million units in August.
However, the sales could improve especially since Microsoft
has decided to cut the prices of its two-year old gaming console.
Earlier this month, the Redmond-based company announced that
the Xbox 360 Arcade, which sells without hard drive, will be priced at only
$199, well below Nintendo Wii, which was until now the cheapest gaming console
available. The prices of Xbox 360 Pro and Xbox 360 were cut as well.
Few days ago, Microsoft noted that since the price cuts, the
sales of Xbox 360 have doubled, but the company didn’t released any details of
which model and exact sales figures.
The price cuts were announced after at E3 Expo, Microsoft
announced its intention to make Xbox 360 more attractive to casual gamers. Because
the price cuts were announced in September, we will have to wait for the next
NPD report to see exactly how they influenced the Xbox 360 sales.