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Hardware Sales

By Mr. Chow

Jul-07

May-07

Mar-07

Jan-07

Nov-06

Sep-06

Jul-06

PS3

May-06

Mar-06

Jan-06

Xbox 360

Nov-05

Sep-05

Jul-05

May-05

Mar-05

GameCube

Jan-05

Nov-04

Sep-04

Jul-04

May-04

Mar-04

Xbox

Jan-04

Nov-03

Sep-03

Jul-03

PS2

May-03

Mar-03

Jan-03

3,000,000

Nov-02

Sep-02

Jul-02

May-02

Mar-02

Jan-02

Nov-01

Major Consoles, US Only
Wii

2,500,000

2,000,000

1,500,000

1,000,000

500,000

-

What Can be Inferred?
• Monthly sales remain relatively stable throughout the life
of the console
– Start high, stays high; start low, stays low (look at PS2 avg.
monthly vs. Gamecube)

• This is of great significance for all consoles at launch
– X360 above PS3; Wii at same levels of PS2
– Price is a factor but price/demand elasticity has not been
determined to forecast price reduction impact on demand

What Can be Inferred?
• A console doesn’t stop being manufactured until holiday
sales drop below ~500,000 units
– In retail, Holiday sales set the pace for full year sales
– Gamecube is gone but PS2 remains

• Introduction of X360 had little to no impact on other
consoles’ sales
– No substitution effect

Jul-07

May-07

Mar-07

Jan-07

Nov-06

Sep-06

Jul-06

May-06

Mar-06

Jan-06

Nov-05

Sep-05

Jul-05

May-05

Mar-05

Jan-05

Nov-04

Sep-04

Jul-04

May-04

Mar-04

Jan-04

Nov-03

Sep-03

Jul-03

May-03

Mar-03

Jan-03

Nov-02

Sep-02

Jul-02

May-02

Mar-02

Jan-02

Nov-01

PS2 Monthly Sales

3,000,000
PS2

2,500,000

2,000,000

1,500,000

1,000,000

500,000

-

Jul-07

May-07

Mar-07

Jan-07

Nov-06

Sep-06

Jul-06

May-06

Mar-06

Jan-06

Nov-05

Sep-05

Jul-05

May-05

Mar-05

Jan-05

Nov-04

Sep-04

1,200,000

Jul-04

May-04

Mar-04

Jan-04

Nov-03

Sep-03

Jul-03

May-03

Mar-03

Jan-03

Nov-02

Sep-02

Jul-02

May-02

Mar-02

Jan-02

Nov-01

Xbox Monthly Sales
Xbox

1,000,000

800,000

600,000

400,000

200,000

-

Jul-07

May-07

Mar-07

Jan-07

Nov-06

Sep-06

Jul-06

May-06

Mar-06

Jan-06

Nov-05

Sep-05

Jul-05

May-05

Mar-05

Jan-05

Nov-04

Sep-04

1,400,000

Jul-04

May-04

Mar-04

Jan-04

Nov-03

Sep-03

Jul-03

May-03

Mar-03

Jan-03

Nov-02

Sep-02

Jul-02

May-02

Mar-02

Jan-02

Nov-01

Gamecube Monthly Sales
GameCube

1,200,000

1,000,000

800,000

600,000

400,000

200,000

-

Aug-07

Jul-07

Jun-07

May-07

Apr-07

Mar-07

Feb-07

Jan-07

Dec-06

Nov-06

Oct-06

1,200,000

Sep-06

Aug-06

Jul-06

Jun-06

May-06

Apr-06

Mar-06

Feb-06

Jan-06

Dec-05

Nov-05

Xbox 360 Monthly Sales
Xbox 360

1,000,000

800,000

600,000

400,000

200,000

-

Xbox 360 Monthly Sales
(Scale Adjusted)
Xbox 360
700,000
600,000
500,000

401,000

400,000

283,000

300,000

174,000

200,000
100,000

X360 average
PS3 average
Wii average

Aug-07

Jul-07

Jun-07

May-07

Apr-07

Mar-07

Feb-07

Jan-07

Dec-06

Nov-06

Oct-06

Sep-06

Aug-06

Jul-06

Jun-06

May-06

Apr-06

Mar-06

Feb-06

Jan-06

Dec-05

Nov-05

-

PS3 Monthly Sales
PS3

700,000
600,000
500,000

401,000

400,000

283,000

300,000

174,000

200,000
100,000

X360 average
PS3 average
Wii average

Aug-07

Jul-07

Jun-07

May-07

Apr-07

Mar-07

Feb-07

Jan-07

Dec-06

Nov-06

-

Wii Monthly Sales
Wii

700,000
600,000
500,000

401,000

400,000

283,000

300,000

174,000

200,000
100,000

X360 average
PS3 average
Wii average

Aug-07

Jul-07

Jun-07

May-07

Apr-07

Mar-07

Feb-07

Jan-07

Dec-06

Nov-06

-

So…
283,000
174,000
401,000

X360 average
PS3 average
Wii average

• PS2 average sales of 536,000 units prior to X360 (11/01
to 10/05)
– Dropped to 389,000 during X360 appearance (11/05 to 10/06)
– Back to 401,000 when competing against all new-gen consoles
(11/06 to 8/07)
– Overall: Down 120,000+ units vs. period against no next-gen
competition

• X360 averaged 240,000 units when not competing vs.
next gen (11/05 to 10/06)
– Averaged 330,000 when faced against next gen (11/06 to 8/07)
– Helped by price drop, OOS from competitors

Monthly U.S. Console Hardware Sales
Month
PS2
Xbox
GameCube Xbox 360
Nov-01
920,000
720,000
660,000
Dec-01
1,940,000
700,000
550,000
Jan-02
350,000
130,000
60,000
Feb-02
420,000
140,000
80,000
Mar-02
350,000
130,000
110,000
Apr-02
190,000
80,000
80,000
May-02
490,000
230,000
110,000
Jun-02
690,000
260,000
200,000
Jul-02
440,000
160,000
140,000
Aug-02
450,000
130,000
130,000
Sep-02
540,000
170,000
160,000
Oct-02
500,000
240,000
170,000
Nov-02
1,300,000
470,000
440,000
Dec-02
2,700,000
1,040,000
600,000
Jan-03
440,000
160,000
80,000
Feb-03
480,000
200,000
160,000
Mar-03
410,000
160,000
170,000
Apr-03
260,000
130,000
100,000
May-03
290,000
120,000
80,000
Jun-03
430,000
170,000
120,000
Jul-03
310,000
140,000
130,000
Aug-03
290,000
150,000
100,000
Sep-03
330,000
170,000
170,000
Oct-03
300,000
170,000
250,000
Nov-03
850,000
480,000
750,000
Dec-03
1,930,000
1,100,000
1,150,000
Jan-04
340,000
190,000
130,000
Feb-04
360,000
200,000
140,000
Mar-04
290,000
200,000
160,000
Apr-04
180,000
300,000
90,000
May-04
250,000
220,000
80,000
Jun-04
430,000
260,000
110,000
Jul-04
310,000
200,000
90,000
Aug-04
210,000
220,000
110,000
Sep-04
250,000
270,000
110,000
Oct-04
330,000
210,000
110,000
Nov-04
690,000
700,000
350,000
Dec-04
990,000
1,050,000
810,000
Jan-05
490,000
240,000
110,000
Feb-05
530,000
210,000
120,000
Mar-05
500,000
230,000
90,000
Apr-05
330,000
150,000
60,000
May-05
270,000
130,000
50,000
Jun-05
360,000
170,000
70,000
Jul-05
260,000
130,000
50,000
Aug-05
250,000
130,000
50,000
Sep-05
270,000
130,000
110,000
Oct-05
250,000
110,000
100,000
Nov-05
530,000
200,000
270,000
326,000
Dec-05
1,500,000
420,000
600,000
281,000
Jan-06
270,000
90,000
70,000
250,000
Feb-06
300,000
90,000
70,000
161,000
Mar-06
270,000
80,000
60,000
192,000
Apr-06
210,000
40,000
40,000
295,000
May-06
230,000
25,000
30,000
221,000
Jun-06
310,000
25,000
50,000
277,000
Jul-06
240,000
10,000
40,000
206,000
Aug-06
260,000
10,000
40,000
205,000
Sep-06
310,000
5,000
40,000
259,000
Oct-06
240,000
5,000
30,000
218,000
Nov-06
660,000
5,000
70,000
511,000
Dec-06
1,400,000
5,000
200,000 1,130,000
Jan-07
299,000
34,000
294,000
Feb-07
295,000
24,000
228,000
Mar-07
280,000
22,000
199,000
Apr-07
194,000
13,000
174,000
May-07
188,000
11,000
155,000
Jun-07
270,000
198,000
Jul-07
222,000
170,000
Aug-07
202,000
277,000
TOTAL

34,420,000

14,410,000

11,564,000

6,227,000

PS3

Wii

Raw Data Estimates

197,000
491,000
244,000
127,000
130,000
82,000
82,000
99,000
159,000
131,000

476,000
604,000
436,000
335,000
259,000
360,000
338,000
382,000
425,000
404,000

1,742,000

4,019,000