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TRADE LAUNCH GUIDE DS by numbers GAMES RELEASED BY YEAR


100 150 200 250 300 350


64 50 0


Up until the end of 2010, around 1,260 DS titles have been released in the UK (excluding re-releases). The majority of which came out in 2008 and 2009 (see above). Nintendo’s first party games are comfortably the biggest sellers (see ‘Top Ten DS Games of All Time’ below). In terms of third parties, Ubisoft has been the most successful publisher on DS every single year with the exception of 2006, when THQ sold the most third party DS games.


DS GAME SALES TRENDS


2008 21% of DS total software units


316 254 197


2009 13%


112


2006 24% of DS total software units


317


WHICH YEAR PRODUCED THE BEST SELLING DS GAMES? (Game unit sales from launch until end of 2010)


2010 6%


2005 12% of DS total software units


2007 24% of DS total software units


“It is incredible to note that 48 per cent of all DS software lifetime sales units (2005 to 2010) were achieved on titles launched in 2006 and 2007,” says Chart-Track’s Dorian Bloch. “Just look at the all time Top Ten DS titles and you can see why.” “The lifespan of DS games have been completely variable. Some DS titles never made the Top 40, some have spent years selling consistently, some titles released are measured in just a few hundred sales.”


In its six years on the market, the Nintendo DS has made a huge impact at retail. But what lessons can we take from it? Chart-Track business group director Dorian Bloch takes us through the key figures and trends of the original DS


68.2 million Nintendo DS games have been sold in the UK generating £1.348 billion between week


ten, 2005 and week 7, 2011. The most successful iteration is by far DS Lite, which has sold 8.3m in UK of the total DS 12.3m up to end of 2010. DS Lite is still the only hardware format to sell over three million units in one year (2008). 2008 was DS’ best year. Hardware sales accounted for 34 per cent of all console hardware units in 2008. In terms of software unit sales, DS games accounted for 23 per cent of the entire entertainment software market and 19 per cent by revenue in 2008. However, in terms of revenue DS accounted for 20 per cent of the entertainment software market in 2007.


NEW SUPER MARIO BROS SALES SHARE BY YEAR


(Released June 2006)


2006.....................................................22% 2007.....................................................25% 2008.....................................................19% 2009.....................................................15% 2010......................................................19%


DR KAWASHIMA’S BRAIN TRAINING SALES SHARE BY YEAR (Released June 2006)


2006.....................................................14% 2007......................................................31% 2008....................................................36% 2009.....................................................15% 2010.........................................................4%


COOKING MAMA SALES SHARE BY YEAR


(Released December 2006)


2006........................................................1% 2007 ....................................................59% 2008....................................................28% 2009.......................................................7% 2010........................................................5%


PROFESSOR LAYTON AND THE CURIOUS VILLAGE SALES SHARE BY YEAR


(Released November 2008)


2008....................................................31% 2009...................................................62% 2010.......................................................8%


New Super Mario Broshas spent 198 weeks in the Gfk Chart-Track All-Formats Top 40, Dr Kawashima’s Brain Trainingspent 190 weeks, Cooking Mamaholds 64 weeks and Professor Layton and the Curious Villageenjoyed 52 weeks in the charts.


TOP TEN DS ACCESSORIES IN THE UK 1. Guitar Hero Guitar Grip – Activision 2. Pokewalker DS Pedometer – Nintendo 3. Official DS Lite Carry Case (Small) – A4T 4. Flip and Play DS Lite Case (Black) – BigBen/Venom 5. DS Lite Pack 4 – Venom 6. DS Lite Starter Pack – Exspect 7. DS Essentials Bundle – A4T


8. Flip and Play DS Lite Case (Pink) – BigBen/Venom 9. DS Lite Accessory Pack Pink – A4T 10. DS Lite Essentials Kit – A4T


Console hardware and accessories data:Copyright GfK Chart-Track 24 March 11th 2011


TOP TEN DS GAMES IN THE UK OF ALL TIME 1. Dr. Kawashima’s Brain Training– Nintendo (2006) 2. New Super Mario Bros– Nintendo (2006) 3. More Brain Training from Dr. Kawashima– Nintendo (2007) 4. Mario Kart DS– Nintendo (2005) 5. Nintendogs: Lab and Friends – Nintendo (2005) 6. Professor Layton and the Curious Village– Nintendo (2008) 7. Big Brain Academy– Nintendo (2006) 8. Cooking Mama – 505 Games (2006) 9. Animal Crossing: Wild World – Nintendo (2006) 10. 42 All-Time Classics– Nintendo (2006)


Software data:Copyright UKIE Games Charts, compiled by GfK Chart-Track’ www.mcvuk.com


2005 2006 2007 2008 2009 2009


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