Madden NFL 20 Remains Victorious as U.S. Video Game Sales Slow in August

Football season has finally kicked off here in the States, and Madden NFL 20 scores yet another victory on the domestic monthly video games sales charts. An impressive streak for the perennial best seller, even if overall software sales hit a slump in August.

This year’s installment in the Madden franchise was the top-selling game last month between August 4th and August 31st, according to industry research firm The NPD Group. Based on this solid momentum, Madden NFL 20 has moved up the standings to become the 3rd best-selling title of 2019 to date.

It’s a recurring theme. This is the seventh year in a row that an Madden game has led August. In fact, the annualized series itself is the number one selling sports franchise of all time in the country. It’s the most consistent in this segment for good reason, reiterating that football is the most popular sport in America.

Publisher Electronic Arts recently shared that this year’s title welcomed the most players ever for a National Football League (NFL) opening weekend. While the figures are definitely padded by a free trial effort, combining this with its two consecutive months atop the monthly sales chart and vaulting to #3 on the year-to-date shows not only how much of a sales giant it is but also how it’s still part of both sports and casual gaming culture.

The best part is Madden serves as the metaphorical first whistle signalling the start of the Fall sales season, which really picks up next month then culminates during the holidays. Speaking of sales, let’s get into the numbers.

In terms of overall spending on the games industry last month, consumers racked up $666 million across hardware, software and accessories/game cards. A figure which is down 18% compared to this time last year. For 2019 to date, industry spend is $7 billion in total. Six percent lower than the comparable period leading up to August 2018.

Each of the three main segments saw declines, though the eye-catching statistic resides within software. Consumer spend on games totaled $257 million, a decline of 22% year-on-year. This is the lowest figure for an August month in 20 years when spend on software totaled $234 million back in 1998. The summer is a notoriously slower time for games, even more pronounced this year due to where we are in the general console cycle.

Here’s the thing. The data is clear, August was way slow. However, when broadening the scope to look at the full year, software spending in the U.S. is actually up since last year. Overall software sales rose slightly to $3.1 billion, boosting up 1% compared to the same time frame during 2018.

Strength in Nintendo Switch output is obviously fueling this growth amidst long-in-the-tooth competitors, though I’d argue legacy multi-platform games like Minecraft and Grand Theft Auto V still appeal to folks capitalizing on console discounts and buying the half-step PlayStation 4 Pro and Xbox One X hardware iterations.

There you have it, I’ve found the silver lining in a somewhat dreary report. Context is important. It’s not just about each month, it’s about how that month impacts the aggregate.

Moving over to hardware, this segment dipped 22% to $167 million. Switch was the only console to see growth since last August. For the year so far, hardware is sitting at $1.6 billion which is a decline of 21%.

In case the trend isn’t obvious, Nintendo Switch yet again earned the top hardware spot as measured by dollar sales and units sold. The same as it’s done since the holiday season in 2018. Because of this, it retains its position as the best-selling console of 2019. I wouldn’t be surprised if this holds through November and beyond. Can discounts on PlayStation 4 and Xbox One can do anything to stymie Switch’s run?

Accessories and game pads round out the three main segments, generating $242 million in August and totaling $2.3 billion for 2019 to date. These figures are down 6% and 2%, respectfully.

Here’s the thing. The data is clear, August was way slow. However, when broadening the scope to look at the full year, software spending in the U.S. is actually up since last year. Overall software sales rose slightly to $3.1 billion, boosting up 1% compared to the same time frame during 2018.

On to the rankings!

Let’s see the software list then delve into it. First we’ve got the August monthly game chart, then the year-to-date best sellers. This is based on dollar sales when combining physical and digital for those companies that participate in The NPD Group’s data gathering effort.

Top-Selling Games of August 2019 (Physical & Digital Dollar Sales):

  1. Madden NFL 20^
  2. Minecraft#
  3. Grand Theft Auto V
  4. Fire Emblem: Three Houses*
  5. Super Smash Bros. Ultimate*
  6. Super Mario Maker 2*
  7. Mario Kart 8*
  8. Mortal Kombat 11
  9. Tom Clancy’s Rainbow Six: Siege
  10. Astral Chain*
  11. Marvel’s Spider-Man
  12. The Legend of Zelda: Breath of the Wild*
  13. Red Dead Redemption 2
  14. Call of Duty: Black Ops 4^
  15. Age of Wonders: Planetfall
  16. Super Mario Party*
  17. Marvel Ultimate Alliance 3: The Black Order*
  18. New Super Mario Bros. U Deluxe*
  19. The Dark Pictures: Man of Medan
  20. Assassin’s Creed: Odyssey

Top-Selling Games of 2019 (Year to Date):

  1. Mortal Kombat 11
  2. Kingdom Hearts 3
  3. Madden NFL 20^
  4. Tom Clancy’s The Division 2^
  5. Anthem^
  6. Super Smash Bros. Ultimate*
  7. Resident Evil 2 Remake
  8. Grand Theft Auto V
  9. Red Dead Redemption 2
  10. Days Gone

^Digital PC Sales Not Included, *Digital Sales Not Included, #Digital Sales on Consoles Included

Beyond Madden in the lead, Minecraft and Grand Theft Auto V round up the top two spots. Nope, this isn’t 2014. Your eyes aren’t deceiving you. Both are still selling, especially during a slower month for new releases other than a major sports franchise. My ongoing theory is every new console buy means a copy of at least one of these games, if not both. Especially Grand Theft Auto V. Following these mainstay legacy titles were Fire Emblem: Three Houses at the 4th spot then Super Smash Bros. Ultimate fighting to #5.

In fact, the list is a whole bunch of Nintendo. Half of the top ten is comprised of games published by the Japanese gaming giant exclusively for Switch. This includes the only brand new release squeezing into the Top 10: Astral Chain. The third-person action game developed by PlatinumGames debuted at #10 during August. Considering Nintendo doesn’t share the digital portion of software sales, this is an even more impressive start. Especially knowing the game isn’t part of an established franchise, albeit made by a popular developer.

Quick note on Fire Emblem: Three Houses, this is its second month within the Top 5 overall list as last month it occupied the #2 spot. Its second month sales were the best ever for a game within the Fire Emblem series, and it’s approaching lifetime sales of the franchise top-seller 2012’s Fire Emblem: Awakening. A testament to both Nintendo’s software direction plus the global appeal of the brand now.

Another new title which is much deserving of a shout out is Age of Wonders: Planetfall from developer Triumph Studios and publisher Paradox Interactive. This fifth iteration within the Age of Wonders strategy series released early in the month and landed at #15. Most impressively, it generated the best initial month ever for an Age of Wonders game in dollar sales terms. For a release within a more niche genre usually targeting the PC crowd, grabbing a Top 15 spot is excellent.

On the other hand, a couple other major August releases didn’t fare as well. The Dark Pictures: Man of Medan, the first installment in a new horror franchise from Supermassive Games, cracked the Top 20 with its start at #19. Considering the multi-platform title’s late August release window plus its lower price point, this actually isn’t too bad of a result.

Remedy Entertainment’s Control on the other hand didn’t make it into the Top 20. While critically acclaimed, including in a review from your boy, the combination of releasing within days of the month end plus no digital sales here means it’s not part of the top-sellers. That caveat of publisher 505 Games not contributing digital sales is important, so really this ranking isn’t telling the entire story. A full story which, unfortunately, we likely won’t hear without the publisher sharing anything official.

That about wraps it up for this monthly report. Regular visitors will already know, but in case it’s your first time: friend of the site Mat Piscatella is an essential follow on Twitter as an analyst representing the NPD Group. Check out his video for further details on last month’s data, including individual platform rankings and all that fun stuff.

Till next time. Stay safe.

Source: The NPD Group, Electronic Arts, Nintendo, Paradox Entertainment, Warner Bros. Interactive Entertainment.

-Dom

Madden Scores & Fire Emblem Soars in July’s Monthly U.S. Game Sales Report

Madden is a perennial sales Giant

The summer is cooling off here in the States, which means the video games sales charts are starting to heat up. Each year, Electronic Arts’ football franchise Madden effectively kicks off a packed release schedule for the early Fall leading into the holiday season. As it stands, yes, we’re now in the trenches (my fellow football fans know).

The latest installment Madden NFL 20 released a bit earlier than usual, which means it just quarterback snuck into The NPD Group’s tracking period for July (which ran from July 7th to August 3rd). Its widespread brand recognition led to scoring the top spot in last month’s combined sales rankings, as measured by total dollar sales generated. Amazingly, this is the 20th *consecutive* annual Madden game that’s earned the overall lead in its release month, a staggering accomplishment for the team at the major U.S. publisher.

Keep in mind, its statistics count only a couple days on sale.

Madden NFL 20 laid out its competition to instantly become 8th best-selling game for the entirety of 2019 to date. This speaks to the strength of the franchise amidst a broad national audience, plus the sheer popularity of football as a sport domestically. Electronic Arts recently announced strong final week pre-orders plus that “well over half” of launch sales were digital, marking the first time digital has outpaced retail in the series’ long history. However, what the company didn’t share is even more intriguing. Does this mean that total sales are lower compared to last year? It’s possible this is the case, even if its launch sales are solid compared to non-Madden titles.

Anyone that tracks these things knows the franchise is a perennial winner in the U.S. marker. Early indications prove it will once again likely achieve Top 5 status when 2019 wraps up its final quarter.

All that said, I’d argue the most impressive story of July’s charts and really 2019 as a whole continues to be Nintendo. Six of the Top 10 games last month are available on its Switch hybrid hardware. The standouts being a scorching debut for Fire Emblem: Three Houses, which secured the 2nd overall spot, and a somewhat surprise seller in Team Ninja’s Marvel Ultimate Alliance 3: The Black Order as it assembled enough cash to reach its #4 ranking.

Fire Emblem: Three Houses achieved the best single launch month in Fire Emblem history, as the latest strategy JRPG mash-up outsold the previous leader: 2017’s Fire Emblem: Shadows of Valentia.

Its fantastic release strength now makes Three Houses the 2nd top-selling title in the series ever domestically, behind only Fire Emblem: Awakening from 2012. Yes. Ever. With only a month of tracking. This is incredible, and a testament to its now global appeal. Which I’ll partly attribute to characters being included in the successful Super Smash Bros. mash-up fighting games, as its latest release from December is still charting.

I know I shouldn’t be shocked a game featuring the Avengers and related superheroes would sell so well. Still, Marvel Ultimate Alliance 3: The Black Order is a Nintendo Switch exclusive which means only a segment of the market can purchase it. And purchase it, that segment did. Which makes its Top 4 position that much more notable. Previously, its predecessor grabbed the #7 spot at launch in September 2009. Knowing the demand for Avengers right now is sky high, I’m curious to know how well the multi-platform Marvel’s Avengers from Square Enix will fare when it’s out in May 2020. (I’d imagine Marvel will still be popular then. This is the expert analysis you’ve come to expect, I know.)

It’s worth noting that Switch results are actually even crazier than it seems initially. Nintendo doesn’t share digital in the context of NPD charts. Which means physical alone boosted these games up the list. Combined sales are even higher! I was quite bullish on Fire Emblem: Three Houses from jump, though admittedly underestimated the strength of Marvel Ultimate Alliance 3: The Black Order. ure Nintendo’s competitors aren’t producing many exclusives right now due to respective console cycles coming to a close, though it’s still eye-catching just how well the Japanese game maker is doing in the States as both a hardware maker and publishing partner.

One notable absence for July is Wolfenstein: Youngblood, though Bethesda Softworks does not share digital split. And it’s a less expensive title than competitors, which means it naturally generated less dollar sales. I anticipated this would happen, though there still was a slight chance it could slip into the Top 20. Bethesda still has DOOM Eternal upcoming in November as its flagship autumn title.

It only makes, hm.. cents to chat about the overall market now after hitting on individual names.

Spending in the U.S. during July actually increased slightly since this time last year, to $762 million. Though under 1%, so essentially flat. Which I’d argue is a mild surprise, due to the major slowdown in hardware sales off 22% and accessories/controllers dipping 12%. Consumer spending on software made up the difference, accelerating 34%. Though the caveat I’d offer is Madden did move up to the July time frame compared to debuting during the August sales period in 2018.

Nintendo Switch was once again the leading console by dollar sales generated, a spot which it’s held consecutively on a monthly basis since the holiday season. It’s the only piece of hardware to see gains since this time last year, as its competitors declined due to long-in-the-tooth cycles. Same as June, it’s also the #1 seller for 2019 to date.

This portion is the most predictable of all, as Switch continues to churn out major releases on a then legacy titles show solid momentum due to them appealing to a variety of audience slices especially the younger demographic. With a new model boasting improved battery life now hitting shelves and its Switch Lite iteration shipping in September, I can’t see a case where it isn’t the leading seller every month for the foreseeable future.

Quick update on software this year so far. Mortal Kombat 11 continues its dominance atop the chart, making it yet again the best-selling game of 2019. In fact, it’s now behind only Mortal Kombat X (2015) within the franchise overall for lifetime domestic sales. Another impressive stat is that MK11 now occupies the 5th spot on the fighting game genre all-time chart. NetherRealm Studio’s hit likely won’t retain the top spot once next month rolls around, though its legs since April release means it has been on quite a.. hm, run. I anticipate it will remain in the Top 6 through year-end.

Taking the year-to-date chart as a whole, it’s very similar to June. The exceptions being Red Dead Redemption 2 moving up to #7 and Madden NFL 20 slotting in at the 8th spot. These moves pushed Sekiro: Shadows Die Twice out of the Top 10, though From Software’s latest game is still doing extremely well with its 3.8 million units sold globally since February.

Now then. Let’s look at the full multi-platform list itself then the year’s best sellers, before our final whistle.

Top-Selling Games of July 2019 (Physical & Digital Dollar Sales):

  1. Madden NFL 20^
  2. Fire Emblem: Three Houses*
  3. Super Mario Maker 2*
  4. Marvel Ultimate Alliance 3: The Black Order*
  5. Minecraft#
  6. Grand Theft Auto V
  7. Super Smash Bros. Ultimate*
  8. Mortal Kombat 11
  9. Mario Kart 8*
  10. The Legend of Zelda: Breath of the Wild*
  11. Marvel’s Spider-Man
  12. Tom Clancy’s Rainbow 6: Siege
  13. Call of Duty: Black Ops IIII^
  14. Crash Team Racing: Nitro Fueled
  15. Red Dead Redemption 2
  16. Tom Clancy’s The Division 2^
  17. MLB 19 The Show
  18. New Super Mario Bros. U Deluxe*
  19. NBA 2K 19
  20. Assassin’s Creed: Odyssey

Top-Selling Games of 2019 (Year to Date):

  1. Mortal Kombat 11
  2. Kingdom Hearts 3
  3. Tom Clancy’s The Division 2^
  4. Anthem^
  5. Resident Evil 2 Remake
  6. Super Smash Bros. Ultimate*
  7. Red Dead Redemption 2
  8. Madden NFL 20^
  9. Days Gone
  10. MLB The Show 19

^Digital PC Sales Not Included, *Digital Sales Not Included, #Digital Sales on Consoles Included

If you are interested in individual platform results, I highly recommend perusing NPD Group analyst Mat Piscatella’s Twitter thread and corresponding video coverage. It’s one of the main sources here, plus the never-ending knowledge of yours truly. Humble, I know.

Though in all seriousness thanks for stopping by to look at the charts and hear some context surrounding the month’s results. I’ll be back soon with more reviews and sales talk, it will pick up the pace from here!

Sources: The NPD Group, GamesPress, Nintendo, Electronic Arts, Warner Bros. Interactive Entertainment.

-Dom