Monday, 14 December 2009

NPD November - Industry Sales Down But Still Second Best November On Record

NPD data for US games industry sales for the month of November reveal overall sales were down 7.6% compared to the same time last year, but analysts aren't too concerned as its still the second best November to date. For the year to date, the industry is up 7% over 2007. NPD’s Anita Frazier commented:
“Based on seasonality the industry looks like it will reach $20 billion for the year, which means December would have to be up over last year by 11 percent. Impossible? I don’t think so."

“More positive economic news combined with ‘frugal fatigue’ could positively impact industry sales during these last weeks of the holiday season. Breaking even seems more out of reach."

“In order to break even to last year, December sales would have to be up 36 percent over December 2008."

“There was even heavier promotional activity this year than normal, and while they seem to have benefited hardware sales, they don’t appear to have positively impacted software sales since unit sales of software are down even more than dollar sales are for that category.”

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