UPDATE: Videogame Sales Rise In September, Snap Losing Streak
20 Ottobre 2009 - 2:25AM
Dow Jones News
The U.S. videogame industry eked out a return to growth in
September, snapping six months of contraction as consumers
responded to hardware price cuts and a slate of new music
games.
Sales of videogame software and consoles rose 1% year-over-year
to $1.28 billion in September, according to data-tracker NPD Group
Inc. The monthly rise was the first since February.
The sales growth, which met expectations, came amid price cuts
on the three major videogame consoles--Sony Corp.'s (SNE)
PlayStation 3, Microsoft Corp.'s (MSFT) Xbox 360 and Nintendo Co.
Ltd.'s (NTDOY, 7974.OK) Wii.
"All three console manufacturers enjoyed the impact of lower
prices," NPD analyst Anita Frazier said. Growth during the month
was also due to the launch of Electronic Arts Inc.'s (ERTS) "The
Beatles: Rock Band" and Activision Blizzard Inc.'s (ATVI) "Guitar
Hero 5."
The stronger numbers suggest consumer spending on home
entertainment is picking up in time for the crucial holiday
shopping season. The industry, previously believed to be
recession-proof, was hit by a drop-off in consumer spending as
layoffs picked up steam.
Cuts in console prices played a major role in jump-starting
sales. In September, Sony cut the price tag by $100 on its
PlayStation 3 to $299, pushing sales about 110% higher to 491,800
units, according to NPD.
"We envisioned the reaction would be positive, but it even
exceeded our best expectations," said Jack Tretton, chief executive
of Sony Computer Entertainment America. On the industry's growth,
he added, "To return to growth preholiday is certainly good
news."
Microsoft followed by trimming prices on its Xbox 360 Pro and
Elite models by up to $100. For the month, Xbox sales increased 1%
to 352,600 units, NPD said. Later in September, Nintendo shaved $50
off the price of its Wii console. "We anticipate increased momentum
through the holidays," a Nintendo spokeswoman said.
As for software, Microsoft's "Halo 3" was the runaway
top-selling game with sales of 1.52 million copies, while
Nintendo's "Wii Sports Resort" followed with 442,000 in sales.
"Madden NFL 10" for the Xbox 360 was third with 289,000 copies
sold.
Among music videogames, Electronic Arts' "The Beatles: Rock
Band" posted sales of 254,000 copies for the Xbox and ranked fifth,
while a version for the Wii sold 208,600 copies and ranked 10th.
Activision's "Guitar Hero 5" for the Xbox saw sales of 210,800
copies and ranked ninth.
-By Ben Charny, Dow Jones Newswires; 415-765-8230;
ben.charny@dowjones.com