EA executive dismisses “totally irrelevant” NPD reports

Tuesday, 3rd July 2012 08:08 GMT By Brenna Hillier

In the same interview in which he promised EA will go “100% digital”, Labels boss Frank Gibeau said the publisher doesn’t give a fig for “irrelevant” NPD data.

Gibeau told GamesIndustry that the NPD’s reports measure “a sliver of what’s actually happening in gaming”.

“It’s an irrelevant measure on the industry. It’s totally irrelevant. We don’t even really look at it internally anymore,” he said.

“We’re more focused on our services and how we’re connected with consumers. The number of Nucleus accounts we’re growing, the amount of engagement time that we have, the amount of services that we’re running – those are more important metrics for us than unit sales according to NPD and North America.”

The NPD has been criticised for failing to account for non-traditional gaming spend, but has taken steps to correct this oversight. The firm released a report yesterday showing that rentals, digital and used sales already outweigh new packaged purchases in total retail spend, on top of recent research showing one-third of gamers prefer digital purchases.



  1. Patrick Garratt

    The man has a point.

    #1 3 years ago
  2. Madcat NL

    It’s easy to slay the NPD for this, but really, how cooperative are the likes of Valve (Steam), EA (Origin), Google (Google Play), Apple (App Store), etc when it comes to giving insight in sales. The NPD can try all it wants, but if these parties aren’t willing to provide numbers there isn’t much they can do to accurately measure digital sales.

    #2 3 years ago
  3. KodyxDestroyer

    @2 The problem is though, with Valve you have a privately owned company that doesn’t have to release anything to the public, with EA, Google, and Apple all being publicly traded you’ll still get all of those figures out their, but with Steam holding probably close to %85 of the PC digital market it still makes everything irrelevant since Valve doesn’t release numbers.

    #3 3 years ago

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