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MARKET ANALYSIS UNITS REV
A MARKET OF TWO HALVES by Dorian Bloch
M12-2011
HOW many titles account for 50 per cent of all UK entertainment software units and revenue in each month?
M11-2011 M10-2011
This is an example of some powerful analysis that can be done via Chart-Track’s online data manipulation tool and listing major new releases for each month is easily done. Participating retailers can overlay their own particular sales to see if they under or over-perform on this scale.
M09-2011
As you might expect, September, October and November reveal some interesting stats on this subject.
Six titles accounted for 50 per cent of all unit sales in November 2011, and just three
generated half of the month’s revenue.
Six titles accounted for 50 per cent of all unit sales in November 2011 but, as with September 2011, just three titles accounted for 50 per cent of all revenue. In the chart (left), new releases by month are stacked top to bottom, with the biggest seller at the top. Multi-format titles are counted as one product for this example, but this could easily be set up as an individual SKU count.
MCV’S ANALYSIS
Despite the fact that more people are buying games in Q4 than any other times of year, these sales are only being taken by a handful of games. Conversely, almost 40 titles shared half of July’s revenues – at a time when sales were so low, the overall market value was fast approaching the ten-year low it hit in August. The sharp rise from November to December can be attributed to price cuts and pre-Christmas sales.