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I think we're just seeing the effect of digital revenue streams cutting the retail streams. Something like FIFA Ultimate Team makes around $25m plus every year for each version of FIFA. The COD map packs probably produce over double that.... It seems logical that if millions of dollars are being spent on DLC and the like, that retail revenue will go down. You can throw in all the digital games people buy more and more of now too.

The only thing we don't know is how much is spent digitally vs being lost at retail... but theres no real reason retail shouldn't be falling as digital continues to gain more customers.