industry news
Microsoft Responds To July NPD Sales, Seems Pleased
Posted by Michael McWhertor at 11:40 AM on August 15, 2008
The Xbox 360 may have had a humbling hardware showing in July, according to U.S. sales data from the NPD Group, but the company as a whole seems quite pleased about the month in general. The first four paragraphs of its statement don't talk about NPDs at all, instead choosing to focus on its E3 showing and G4's G-Phoria Award noms.
On the qualitative side, Microsoft touts "more than $US 10.4 billion" worth of Xbox 360 spending since launch, a 34% software sales share in July, and four games in the top ten. It's also got those attach rate figure updates for you, with 7.9 games per Xbox 360 sold.
The Microsoft version of corporate gloating sadly does not feature an executive quote. :( See how sad you've made us, faceless corporation?
July was a solid month for Xbox 360. We dominated the E3 landscape, took home 11 Game Critics Awards and closed out a profitable year with $2.1 billion in growth in our Entertainment & Devices Division (Microsoft internal data).
Just this week, G4TV, unveiled its fan-voted G-Phoria Award winners for 2008 and G4's audience made it emphatically clear that Microsoft offers the most impressive gaming lineup in the industry, naming Xbox 360 Console of the Year, "Halo 3" the overall Game of the Year, and "Mass Effect" the Best Role-Playing Game of the Year. "Halo 3" earned an additional four nominations in the Best Shooter, Best Online Multiplayer Game, Longest Lasting Game, and Best Downloadable Content categories.
Overall, Xbox 360 garnered the most honorees with 15, followed by the Playstation 3's 14, while Nintendo's Wii offered only four winning titles. The Xbox 360's strengths were apparent as it was the only platform to offer all five nominees in the Best Downloadable Content category, and four nominees (including the winners) in both the Best Online Multiplayer and Best Shooter categories.
And we're projecting 2009 will be even bigger - we'll sell more consoles, sell more games, and continue to grow our online community at Xbox LIVE.
The NPD Group issued its July 2008 sales data today showing Xbox 360 as the current generation leader in consumer spend, game sales and software attach rate. Here is a snapshot:
· Since its launch, consumers have spent more than $10.4 billion on the Xbox 360 platform in the U.S., capturing 49% of share. (July NPD data)
· 205,000 Xbox 360 consoles were sold in July. (July NPD data)
· Xbox 360 titles accounted for $129 million, or 34% share, in game sales in July. Of that, Xbox 360 generated $121 million at retail for third-party publishers, or 42% of share. (July NPD data)
· Xbox 360 games accounted for four of the top ten games in July. (July NPD data)
· Xbox 360 has a record-setting attach rate of 7.9 games per console, the highest attach rate in history for a console at this point in its lifecycle. (July NPD data)The announcements we made at E3 come to life beginning this fall with the new Xbox experience which will evolve and deepen the experience for hardcore gamers while inviting a whole new audience to come and play. Couple that with our exclusive partnership with Netflix and a blockbuster games library boasting more than 1,000 titles including "Lips," "You're in the Movies" and Best Action Game of E3 "Gears of War 2" (Game Critics Awards), and Xbox 360 is on track to deliver a record-breaking holiday and keep the momentum going into 2009.

Comments (AU Comments · US Comments)
Nynja
Posted August 16, 2008 12:15 AM
And presenting the brilliant Xbox community spokesman...
@PHILUDO
...lay off the pills.
sariah
Posted 12:44 PM 15/8/08
I'm still waiting for a "_____ responds to (month) sales, seems pissed off." I think I'd even bookmark that post.
sariah
interstate78
Posted 12:44 PM 15/8/08
@BigDragon: I think that despite not selling the most consoles, if they continue to be the leader in selling games they don't have anything to worry about.
You know the sole purpose of selling you a console is so that you buy games on it.
Microsoft's saying they're winning. They may not sell as much games as Nintendo themselves (no one does) but at least they're on top for the rest.
So I'm not worrying about my 360 being dropped anytime soon. They'll only drop it when the sales stall and drop down.
interstate78
Zatoichi666
Posted 12:42 PM 15/8/08
My elite just RROD on me this morning. year and a half no problems with it horizontal , put it vertical for a few weeks and poof.coincidence i wonder hmmmm.
next one will always be horizontal.....you know just in case
It worked fine last night , turn it on today and sweet F.A. (thats FUCK ALL for those keeping score).
called M$ talked about half and hour and I'll send it out Monday. lets see how long it takes....shall we
Are sweating and the shakes a good thing ?....i forget.
I need to kill something or (someone?) is murder bad? ..... i forget
I would buy a PS3 to get me through this but I just bought two t.v.s one just for the 360 like 3 weeks ago
insert Charlie Brown YEEEEEEAAAAAAAAAAAARGGGGGGGGGGG here
later
Zatoichi666
BigDragon
Posted 12:37 PM 15/8/08
Argh, Microsoft...what a let down! You'd think with all their experience turning the Vista launch debacle into a major history-defining moment by redefining how percentages, time spans, and numbers are calculated to make it look like Vista launched like a rocket instead of a rock, that Microsoft would at least find a way to say the Xbox360 dominated July!
This may be Microsoft's last shopping season to push large quantities of Xbox 360's. They can price drop it all they want, but I think Live fees and how Microsoft dropped the original Xbox cold turkey will limit their sales after this Christmas. They do have all the DLC though, so that'll be their cash cow until the new Xbox comes out within the next 3 years.
BigDragon
Posted 12:37 PM 15/8/08
You can keep your sales. We have nominations to get awards.
R3load
Posted 12:37 PM 15/8/08
Disemvoweling is cool. Not only that, for some reason after a post is shaved it hurts my eyes and head because I find it fun trying to make out what the post was saying, hehe.
R3load
ruba-dub-dub
Posted 12:35 PM 15/8/08
i think alot of people already have a 360 and the general thought is, 'well, might as well get a PS3 too'
ruba-dub-dub
Posted 12:34 PM 15/8/08
Now that japan's giving it a chance, they might start appreciating the previous games they thought were crap...
enewtabie
Posted 12:34 PM 15/8/08
@enewtabie:
However,you do have point.Most companies that were used to selling a PS exclusives will go to MS to sell a larger amount. What I was trying to explain and what you said was a little different.
enewtabie
PITwelve
Posted 12:32 PM 15/8/08
seems to be kickin ass and taken names, bow down yo ;)
PITwelve
Jun581 won't give you tree fiddy!!
Posted 12:27 PM 15/8/08
@Sentry: LMAO!! that shit was hilarious! Give this commenter the $10,000 prize. ^_^
Jun581 won't give you tree fiddy!!
Foxstar Sixtail
Posted 12:26 PM 15/8/08
@Playstation:And why is that? It's a Gawker Blog, Micheal, Bash and crew have total control over what they post. It's not a publicly controlled blog, nor is it the AP.
I think in this case "Don't like, don't read, don't comment" is a perfect bit of advice.
Foxstar Sixtail
Posted 12:26 PM 15/8/08
@: yeah but all they did was throw a bunch of filler at you about how "we're number 1..." before they got to anything about the npd so it didnt seem like they "lost". it dosnt really matter neither console is going anywhere they're both doing fine.
enewtabie
Posted 12:26 PM 15/8/08
@robinandtami:
No,that's explained with the term "big fucking bank account". Attach rates are great,but it doesn't explain exclusives.That's MS hard charging into areas and paying for exclusivity and timed exclusivity.It's happening every where(Rockband,Braid,Bioshock,Left for Dead)You can't really compete with that,so I will give credit to Sony who has gone to start working with their first party studios and subsidaries to produce their "exclusives"
enewtabie
Hopanoe
Posted 12:24 PM 15/8/08
And so the razor has swung.
This month is not too surprising. There wasn't any real motivation for people to get a 360.
Hopanoe
ruba-dub-dub
Posted 12:22 PM 15/8/08
@Weirdwolf: LOL!!
ruba-dub-dub
Playstation
Posted 12:22 PM 15/8/08
@Foxstar Sixtail: Well people are entitled to their opinion. Unfortunately some people are very irresponsible I totally agree. But I'm against the "don't like it, don't read" attitude.
Playstation
Weirdwolf
Posted 12:21 PM 15/8/08
@ruba-dub-dub:
Or he's Welsh
Weirdwolf
isobelle
Posted 12:20 PM 15/8/08
someone is buying extra games on my behalf, as i've only ever purchased one game for the console : /
isobelle
ruba-dub-dub
Posted 12:20 PM 15/8/08
@Philudo: wow, i like disemvoweling! makes you look like a complete fool!
ruba-dub-dub
Foxstar Sixtail
Posted 12:20 PM 15/8/08
@Michael McWhertor:Disemvoweled with the razor and smashed with the hammer. Oh Micheal your so sexy when you splatter blood everywhere.
Foxstar Sixtail
Weirdwolf
Posted 12:18 PM 15/8/08
@:
How can you say that he has had a career since the Karate kid movies in such stellar hit's as erm,(checks IMDB)
Python and the movie described by the producer as the feel good thought provoking movie of the year "python 2"
Weirdwolf
Michael McWhertor
Posted 12:16 PM 15/8/08
@Philudo: Because it's a big deal. We really don't appreciate being told what to post and what not to post.
Michael McWhertor
hitokirimaru
Posted 12:15 PM 15/8/08
STRIKE FIRST. STRIKE HARD. NO MERCY SIR
hitokirimaru
Black-Dog-Howls
Posted 12:14 PM 15/8/08
..how did XBLA take all the downloadable content nominees when PSN has had the strongest outing since last fall? I don't think Braid or Castle Crashers is available for voting...
Seriously. Is everyone twin stick shooter fans or something?
Black-Dog-Howls
Posted 12:14 PM 15/8/08
@LittleBigPlaneteer:
Um they didnt ignore the NPD data though. They had about 6 bullet points on it.
Saint Anima
Posted 12:11 PM 15/8/08
@Philudo: Kotaku covers gaming related news and events. This...oh my God...is gaming related!
Sheesh. People and their negative attitudes.
Saint Anima
Posted 12:10 PM 15/8/08
@Philudo: Maybe soon I will witness my first disemvoweling!
On an unrelated note, that guy plays the best bullies. I wish they were still casting him in things. I guess he just died with the 80s.
Foxstar Sixtail
Posted 12:09 PM 15/8/08
@Philudo:Their blog, their rules, don't like it, don't comment, don't read.
Foxstar Sixtail
NitrousO
Posted 12:08 PM 15/8/08
@Philudo: Because then they can have awesome pictures from movies we liked.
NitrousO
zkotaku
Posted 12:08 PM 15/8/08
The Karate Kid movie.
zkotaku
Philudo
Posted 12:05 PM 15/8/08
N ffns, bt why th hck d y bthr cvrng ths? ts nt lk Mcrsft r th thr tw r gng t sy smthng thr thn "T WS GRT MNTH!"
Stp prntng th bllsht.
Philudo
jerimas
Posted 12:05 PM 15/8/08
Ahh, Johnny. What a douche bag.
jerimas
Sentry
Posted 12:05 PM 15/8/08
I can sense bullshit in their tone...
[i529.photobucket.com]
Sentry
Posted 12:04 PM 15/8/08
The NPD numbers for 360 are dramatically different than the VGC predictions(205 vs. 310). Not much point here, whole thing's a bit boring.
Gilbert
Posted 12:04 PM 15/8/08
While it might not be quite on topic, I'm going to have to chime in on how awesome the photos from the last few posts are.
It's like you karate-chopped me with my childhood.
Gilbert
mfwahwah
Posted 12:04 PM 15/8/08
Don't they usually gloat about how they're beating the PS3? Oh wait, that's always before NPD sales info is released.
mfwahwah
robinandtami
Posted 12:03 PM 15/8/08
Highest attach rate in history at this stage. I'd bet this more than anything explains how easily MS has been snapping up former PS exclusives.
robinandtami
Zensation
Posted 12:01 PM 15/8/08
Sweep the leg, Johnny!
Zensation
LittleBigPlaneteer
Posted 12:00 PM 15/8/08
Wow, let's just totally ignore NPD Microsoft. Hilarious.
LittleBigPlaneteer
GordieHoweHatTrick
Posted 12:00 PM 15/8/08
"You're the best, around! Nothing's gonna ever keep you down!"
GordieHoweHatTrick
Posted 11:59 AM 15/8/08
Since it's launch before the other competitor's....
CrypticMetaphor
Posted 11:59 AM 15/8/08
Where's the "We lost to everyone except PS2" bullet-point?
CrypticMetaphor
bakagaijin
Posted 1:08 PM 15/8/08
This is the first time I've seene the razor used, and I have to say whoever came up with this idea is a pure genius. Pure. Fucking. Genius. You better trademark this.
bakagaijin
Posted 1:07 PM 15/8/08
@Zatoichi666: i've sent mine in twice. DS got me through. sucks that it broke sorry fella. :(
TOPolk
Posted 1:04 PM 15/8/08
From the Microsoft Press Release...
"Xbox 360 games accounted for four of the top ten games in July. (July NPD data)"
*checksbackatTop10gamespost*
*counts*
1...NCAA Football
2...Soul Calibur IV
3...Civilization Revolution
4...
4...?
Way to count Microsoft.
TOPolk
robinandtami
Posted 1:01 PM 15/8/08
@enewtabie: Well with a 42% market share of third party titles, highest attach rate in history, and the most consoles in user homes (other than the Wii of course) I think it's a leap to say that third parties would actually NEED any palm greasing to want to release on the 360 platform.
robinandtami
Posted 12:59 PM 15/8/08
The one thing I love about the monthly NPD numbers is Taku's pics with the notes of false positivity.
Strangelove
Posted 12:58 PM 15/8/08
@Zensation:
Get him a body bag, yeeeeaaaahhhh!
Strangelove
Playstation
Posted 12:50 PM 15/8/08
@Foxstar Sixtail: No I agree, they should have a total control anyway otherwise it's gonna be an utter chaos like some other blogs.
But I'm just saying, I may disagree with what Michael, Crecente, Brian or anyone from Gawker, but that doesn't mean I couldn't or shouldn't express my opinion. Unfortunately some people haven't been too responsible with their comments.
Playstation
enewtabie
Posted 12:47 PM 15/8/08
@Zatoichi666:
I've gotten all three of mine back within a week.They are pretty quick.I wouldn't sweat it.
enewtabie
Posted 1:29 PM 15/8/08
Microsoft without a doubt received the gayest of the Kung-Fu picks.
BigDragon
Posted 1:13 PM 15/8/08
@interstate78: "I think that despite not selling the most consoles, if they continue to be the leader in selling games they don't have anything to worry about[. . .]"
I know what you're saying, and for someone that already has a 360 I completely agree with you. However, things are vastly different for people who haven't gotten a 360 yet. I think it's all downhill for Microsoft after this Christmas when it comes to console sales so they should make the most of what time they have left. I don't know about everyone else, but when I see the NPD numbers I focus on the console hardware figures.
BigDragon
Posted 1:12 PM 15/8/08
@robinandtami: Most consoles in homes? The original Xbox and GCN have sold more.
At least the 360 did beat out the best selling console of all time.
Way to ignore the Wii again, just like MS.
"We've sold the most!"
What aboot them over there? They launched a year later and have sold 10 million more.
"Pay no attention to the console behind the curtain. We're the best!"
Didn't you just have a fire sale and still lose the month to somebody you actually consider a competitor?
"No. (scrunches eyes and puts fingers in ears) I'm not listening! We beat everybody and have sold the most of everything ever! We even make money now. Sometimes."
maraxusofk
Posted 1:12 PM 15/8/08
dammit we need a asshat comment from an exec to complete the NPD sales report. oh well i guess this line will have to do
"games library boasting more than 1,000 titles including "Lips," "You're in the Movies" " LOL
maraxusofk
Posted 1:56 PM 15/8/08
Looks like the 1 year head start plan is starting to fail.
ruba-dub-dub
Posted 2:18 PM 15/8/08
i also think blu ray is getting to be more popular and that's a reason for a PS3 push and demand.
ruba-dub-dub
Erwin
Posted 2:49 PM 15/8/08
@Strangelove: Damn, you stole my favourite line. For that you must dress up like a shower curtain for Halloween.
Erwin
lionkitten
Posted 2:41 PM 15/8/08
You know, it some ways it looks bleak for them, and yet they are selling more than at the same point last year and turning a profit. Obviously they wish they sold more, but they can't be too upset when you compare where 360 is at versus original Xbox in terms of share and profitability.
It is kind of sad that they didn't discuss NPD really, since that was the cause for the press release.
lionkitten
gstatty
Posted 2:52 PM 15/8/08
sweep the leg
gstatty
Posted 3:58 PM 15/8/08
omg! hahahaah first bolo young and now johny from k-kid lmfao
'so fckin ramdom lol me brother just pissed himself, and now he cant stop singing 'your the best...your the best!!!
Bergerac
Posted 5:42 PM 15/8/08
Fantastic image representation. Very apt.
Bergerac
Posted 6:19 PM 15/8/08
"Pain does not exist in this dojo! Does it?"
"No sensei!"
"Defeat does not exist in this dojo! Does it?"
"N... um, it wasn't a good month. We didn't lose! Well, we sorta lost."
"Dammit Johnny! Get in my office and take off your gi for special training! When will you learn that asses aren't for sitting?!"
"..pain exists in your office..."
KaneRobot
Posted 7:39 PM 15/8/08
HERE, ON THE STREETS, IN COMPETITION, A MAN CONFRONTS YOU, HE IS THE ENEMY. AN ENEMY DESERVES NO MERCY.
KaneRobot
Posted 8:34 PM 15/8/08
what happened to microsofts june npd sales comments? i couldnt find it when the others came out.
Posted 8:42 PM 15/8/08
Shout-outs to Golden Axe.
phisheep
Posted 9:42 PM 15/8/08
@:
I guess there wasn't one. Because it is pretty hard to put a positive spin on losing your number 1 spot to a competitor you pretend nt to recognise only three days after boasting about it. Not without looking *really* stupid.
phisheep
believable_liar
Posted 10:52 PM 15/8/08
The fork is about a year away from being inserted in the 360. With all the RROD I see happening lately, and other than GOW2, there really isn't much for it to gloat about. Does anyone know how much the original, ugly looking, xbox sold ? Just curios.
believable_liar
Gray665
Posted 12:14 AM 16/8/08
@believable_liar: There is no fork. RROD is much less of a problem than it was, MS is actually making money on 360s now, selling better in Japan and still keeping within 20-50k with the PS3 in the US. They also have quite a bit more than just Gears 2 coming this fall, both first party and multi-platform. If the rumored price cuts actually happen then I think it will be a very interesting holiday. I wouldn't count anyone out until after that.
Gray665
Kaitou1412
Posted 6:27 PM 15/8/08
Xbox, truely you're the best!!!!
Kaitou1412
seashalls
Posted 12:37 PM 15/8/08
@enewtabie:
Nice revisionist history there.
Braid - the guy said he approached PSN first and they passed.
Bioshock - the dev team mentioned many times that developing for the PS3 was a pain in the arse
RockBand - same thing...PS3 hardware not ready.
To date the only "confirmed" pay out for exclusivity by MS was GTA DLC.
seashalls
NSFU
Posted 12:12 PM 15/8/08
That would actually be on the quantitative side since qualities are not usually described using numbers. It is, however, ironic that pointing this out makes me feel like number one.
NSFU
NSFU
Posted 12:10 PM 15/8/08
That would actually be the quantitative side since generally speaking people don't have qualities which are described with numbers. It is, however, ironic that pointing this out makes me feel like number one.
NSFU
robinandtami
Posted 3:22 AM 16/8/08
@BoringJob: Fanboi much?
I'm not DISCOUNTING the Wii at all. Do tell us how many multiplats that we have seen on the PS3 & 360 would port over to the Wii well or at all even? It's a great system; I have one (actually I have all three consoles) but it doesn't have the power to play GTAIV or Fallout3 now does it? So, when discussing third party titles that are releasing on the PS3 and the 360, does it really make sense to include the Wii? No. And out of the PS3 and the 360; the 360 does indeed have the most consoles in the wild and does have a MUCH higher attach rate than the PS3. Which all goes back to my original statement that I doubt MS has had to pay any third party developers to get them to develope for the 360. They'd be stupid NOT to develope for the 360 unless SONY paid them money to remain exclusive, which obviously they can't because the PS3 is STILL selling at a big loss per console.
robinandtami
enewtabie
Posted 4:15 AM 16/8/08
@robinandtami:
What's the big loss per console figure?
enewtabie
AkaMagi
Posted 4:55 AM 16/8/08
Two points here.
#1. This is actually a 16% increase in sales over June for MS. June was a 5 week calculations period, July only 4 weeks. Do the math, sales have increased.
#2. Sony should be very very worried. Their biggest exclusive gun in their arsenal, MGS4, released in June and barely made a blip of a spike in PS3 sales.
For a quick comparison, the 3 months surrounding each systems biggest exclusive game launch.
Halo 3
Aug 07 = 277k
Sept 07 = 528k (Halo 3 launch)
Oct 07 = 366k
Total = 1.171 million
MGS4
May 08 = 209k
June 08 = 406k
Jul 08 = 225k
Total = 840k
Not good Sony, not good at all.
AkaMagi
robinandtami
Posted 5:48 AM 16/8/08
@enewtabie: I'm sure that it's nowhere near the $200 per console they were losing, probably down to $20-50 these days.
@believable_liar: You aren't that believable of a liar.
robinandtami
dunetiger reads kotaku, seems pleased
Posted 5:43 AM 16/8/08
I do so love these posts.
But... what did they announce at E3??
dunetiger reads kotaku, seems pleased
Strangelove
Posted 7:23 AM 16/8/08
@Erwin:
What a cruel, cruel summer.
Strangelove
Buttah
Posted 7:37 AM 16/8/08
@AkaMagi:
2 points:
1. The systems themselves are still priced differently. The Xbox 360 has always been cheaper than the PS3.
2. Metal Gear Solid, for all of it's success, is still pretty much a niche' series. It doesn't get anymore mainstream than Halo. Just look at the marketing put behind each game. It's not even close.
However, this is only for the U.S. I loved to see a comparison for how each game made out in Japan and Europe. :)
Buttah
DelSource
Posted 9:10 AM 16/8/08
@AkaMagi: Dude WTF?! Sony should be worried? Let's see; for July:
1. MS had a fire sale.
2. Many potential PS3 buyers are holding off for the 80GB Core with DS3*.
3. MS STILL lost in their strongest market.
I'd say these facts were a bit more salient than your silly "hugely mainstream, massively marketed game beats niche game by about 25%" crap.
* After E3 40GB sales fell off a cliff. Even those wanting it found that the likes of Amazon.com had none in stock for the last ten days in July.
DelSource
LeLoi
Posted 4:11 AM 17/8/08
I love the cheap shot at Nintendo with their 4 measly awards. Assholes.
Oh and that picture is full of lolz.......
LeLoi