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Pionner said:
XB1 has a Madden and Gears of War bundle this month. That should give it a boost.

Its a wonder that Microsoft don't have gimmicks, like the Playstation limited edition faceplates.  Those are obviously working in an apple - New colour kind of way. 

comparisons:-

Out Aug 18th XB1  Madden bundle -  #473

Out Aug 25th XB1 GOW Ultimate - #2,975

Out Sep 15th PS4 Taken King - #12

It will be interesting to see how the hustle and bustle changes nearer to release and whether the Destiny pre orders will eat into August NPD numbers.