Madden Wins & Nintendo Sets a Record in August Games Industry Sales Report

The push toward the goal line of 2020 is now officially underway, as signaled by the annual release of a new Madden game.

And this year’s proves to be another big seller, pushing games industry growth up double-digits here in the States.

During August 2020, Electronic Arts’ Madden NFL 21 and Nintendo’s Switch console attracted the most dollar sales in their respective categories domestically, with the former increasing the franchise streak of commercial success and the latter setting a new August month record. This is all according to the latest monthly report from tracking firm The NPD Group.

Overall, stay-at-home restrictions and everyone trying to get the most out of the relaxing days before school starts drove consumer spending across the games industry in August to $3.3 billion. That’s up 37% since this same time period last year. (Get used to that number.)

“Digital content on console, mobile and subscription were among largest growth segments,” said my friend and NPD Analyst Mat Piscatella.

Expanding to year-to-date spend, this is up 23% across 2020 so far to a total sum of $29.4 billion. Every category jumped more than 20% in August. The three main ones now being Video Game Hardware, Video Game Content and Video Game Accessories as I detailed last month.

As I’ll describe shortly, 2020 continues to be a remarkable year when it comes to gaming sales across multiple segments even amidst the ongoing difficulties of coronavirus. It’s one of the main viable forms of experiencing new entertainment at home, especially as film studios continue to push major motion pictures to theaters. Gaming is excellent at bringing people together remotely, and almost all companies involved are benefactors whether it’s those producing free-to-play releases like Fall Guys and Among Us or the traditional full-price model as we’ll see here.

On to the numbers.

United States Games Industry Sales (August 2nd to August 29th):

As displayed in the above chart compiled by The NPD Group, Video Game Content i.e. software and in-game purchases sales rose 37% (there it is again) in August 2020, reaching $2.9 billion. For the year as a whole thru last month, content category spend hit $25.9 billion which is up 22%.

The major highlight during August was Madden NFL 21, the best-selling title last month. This marked the 21st straight year that a game in the Electronic Arts-published football franchise has led the overall chart during its first month. It’s a streak that provides context for just how consistent the annualized series is commercially.

Launch month sales doubled when compared to Madden NFL 20, making it instantly the sixth best-selling game of 2020 to date. Surpassing games with months of sales like Dragon Ball Z: Kakarot and MLB: The Show 20. The continued early success here reiterates the Madden NFL brand as the top-selling sports franchise in the multiple decade history of tracking.

Another Electronic Arts game reached second place on the August list, that being UFC 4. The mixed martial arts simulator set a launch sales record for UFC games produced by EA, dating back to 2014. The game ranked within the Top 3 of the individual charts for both Xbox One and PlayStation 4 platform results.

The other ongoing stories were Call of Duty: Modern Warfare rounding out the Top 3 while games published by Nintendo occupied six spots within the Top 11. Animal Crossing: New Horizons showed steady momentum, landing it at #5 while fitness game Ring Fit Adventure finished right behind it.

The Legend of Zelda: Breath of the Wild reached an impressive milestone in August, as it’s now the 10th best-selling game on a Nintendo platform of all time domestically. It was a launch title for Nintendo Switch back in March 2017, since which time it’s been in the Top 7 on that platform’s list of software sellers every single month.

Another note in perusing the lists is the notable scarcity of games from publisher Take-Two Interactive, owner of Rockstar Games and 2K Games. Its golf game PGA Tour 2K21 landed at #14 on the main chart, a respectable yet pedestrian result, and its sports titles randomly made the single platform lists. Though staples like Grand Theft Auto V and Red Dead Redemption 2 are nowhere to be found. My understanding is this stems from a change in how the company is reporting its downloadable portion, as its games are now flagged similar to Nintendo’s without digital sales.

I expect its flagship basketball title NBA 2K21, released back on September 4th, to perform very well during September’s report. However I can’t shake the odd feeling of not seeing Rockstar on any of the lists, when I know its games are still attracting players and dollars.

Anyways, full charts for August and year-to-date below.

Top-Selling Games of August 2020, U.S. (Physical & Digital Dollar Sales):

  1. Madden NFL 21
  2. UFC 4
  3. Call of Duty: Modern Warfare
  4. Ghost of Tsushima
  5. Animal Crossing: New Horizons*
  6. Ring Fit Adventure
  7. Mario Kart 8 Deluxe*
  8. Super Smash Bros. Ultimate*
  9. Paper Mario: The Origami King*
  10. Mortal Kombat 11
  11. The Legend of Zelda: Breath of the Wild*
  12. The Last of Us: Part 2
  13. Minecraft: PS4 Edition
  14. PGA Tour 2K21*
  15. New Super Mario Bros. Deluxe*
  16. Super Mario Party*
  17. Tom Clancy’s Rainbow Six Siege
  18. Super Mario Odyssey*
  19. Final Fantasy 7: Remake
  20. Luigi’s Mansion 3*

Top-Selling Games of 2020 So Far, U.S. (Physical & Digital Dollar Sales):

  1. Call of Duty: Modern Warfare
  2. Animal Crossing: New Horizons*
  3. The Last of Us: Part 2
  4. Final Fantasy 7: Remake
  5. Ghost of Tsushima
  6. Madden NFL 21
  7. Dragon Ball Z: Kakarot
  8. MLB: The Show 20
  9. Mario Kart 8 Deluxe*
  10. Mortal Kombat 11

Within the Video Game Hardware category, consumer spending totaled $229 million last month which was growth of 37% (a ha! we meet again) when compared to August 2019. For year-to-date figures, spending on consoles was up 23% to $2 billion flat.

While Nintendo Switch continued its dominance as the best-selling hardware, a spot it’s held each monthly report since late 2018, August proved an especially exceptional result. The hybrid platform set a new August month record for dollar sales, outpacing that of the Nintendo Wii back in August 2008. Also, unit sales doubled since this time last year. Considering its recent momentum and ongoing demand, this shows what can happen when the supply side and inventories catch up to consumer interest.

Going back three years ago, right before Switch hit the market, I was on record as one of the most bullish on its prospects. I loved the hardware design and thought that a combination of that ingenuity and Nintendo’s software prowess, Switch would be one of the firm’s most successful consoles ever. But I stopped short of predicting it would beat the Wii, a global phenomenon in the years after its 2006 launch.

These days, I’m reconsidering that. Especially with word that the company is further ramping up production into the back half of this fiscal year and the speculation of another model next year, I’m now betting that Switch lifetime sales meet or exceed that of Wii globally.

Want another prediction that we’ll know sooner than that? Looking domestically according to these reports, I’m planting my flag that Nintendo will win the holiday months even with the start of next generation, mainly due to supply opening up for Nintendo’s box and limits on inventory for its competitors in the Xbox Series X|S and PlayStation 5.

Whew. Back to the report itself, Video Game Accessories also set an August record last month by jumping 42% to $166 million in dollar sales. Expanding to full year, sales within this category reached an all-time high through an August month at $1.4 billion, exhibiting growth of 26% year-over-year.

Sub-categories sales here for Gamepad, Headsets/Headphones and even Steering Wheels boasted August and year-to-date records too, though no growth or cash totals were provided. PlayStation 4 DualShock 4 wireless black model was top-selling accessory in August. Xbox’s Elite Series 2 game pad maintains its spot as the year’s top seller so far.

Moving into the back part of Q3 then holiday season is when these reports really ramp up, this year more than ever with Tony Hawk Pro Skater 1 + 2 releasing in early September. (Get it?)

Though really, the combination of coronavirus restrictions, Nintendo’s slate now being clear with Mario’s 35th anniversary games including Super Mario 3D All-Stars then Pikmin 3 plus of course new generation consoles starting in November as I write about before with Microsoft’s Xbox Series X|S announcements, this is the starting whistle of the more newsworthy months in industry tracking.

Highly recommend NPD Group’s post and NPD Analyst Mat Piscatella’s thread for a great summary and further details on the results and individual platform rankings.

Stay safe everyone. Thanks for hanging out!

*Digital Sales Not Included

Sources: Bloomberg, Electronic Arts, NPD Group.

-Dom

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