As a long-time observer of the gaming industry, I’m increasingly concerned about a worrying trend: the erosion of transparency. Today, I’m diving into why the recent decisions by Xbox and EA to stop sharing U.S. digital sales data with Circana are so significant, and what it means for all of us.
The Data Drought Begins
Earlier today, earlier today, I reported on U.S. video game market data provided by Circana. This company meticulously tracks which games are selling well, the performance of different consoles, and overall industry trends in the U.S. While this information is invaluable for industry professionals making strategic decisions, it also benefits gamers by providing context and understanding behind game development, marketing, and sales strategies.
Unfortunately, Circana has recently lost two major data sources: Xbox and EA. As of July 2026, Xbox will no longer participate in the “digital data sharing panel,” and EA has also withdrawn. This means we’re losing crucial insights into digital sales figures for games on both platforms.
So, what does this mean? Circana relies on publishers to provide data on digital game sales through storefronts like the eShop, PlayStation Store, and Microsoft Store. Xbox and EA were key contributors to this data pool, providing a clearer picture of how well games were performing. Now, without their participation, our understanding of the market becomes significantly more opaque.
The absence of Xbox data is particularly concerning. It not only obscures sales figures for Xbox first-party titles (including the behemoth that is Call of Duty), but also makes it harder to accurately assess the performance of other publishers who aren’t already sharing data, like Ubisoft and now EA. As a result, this month’s software charts are largely based on educated guesses, which isn’t ideal.
The Future of Gaming Data
This trend is likely to worsen in the coming years. Digital sales already dominate the market, making physical data alone an incomplete picture. With PlayStation planning to end disc production entirely by 2028, we’re increasingly reliant on their willingness to share digital sales figures. And given that Xbox is also expected to eventually phase out physical media, and we already lack visibility into Steam or Blizzard (via Battle.net) sales, the future looks bleak for data transparency.
Currently, the remaining publishers sharing data with Circana include Bandai Namco, Capcom, Crystal Dynamics, Disney Interactive Studios, Eidos, Konami, Plaion, Sega, Sony, Square Enix, Take-Two, and Warner Bros. It’s a significantly smaller pool of information.
Furthermore, there are unconfirmed reports that Xbox may have also withdrawn from Game Sales Data (GSD), a similar service operating in Europe. If true, this would represent an even greater loss of transparency. I am actively working to confirm these reports.
Why Transparency Matters
For many gamers, the number of copies a game sells might seem irrelevant. However, the gradual decline in data transparency ultimately harms players. It allows companies to tightly control narratives surrounding their games, making it easier to manipulate perceptions and obscure anti-consumer practices. Without access to accurate sales figures, it’s harder to hold these companies accountable.
Ultimately, I believe gamers deserve a clear understanding of the industry they are participating in. The ongoing erosion of transparency is a worrying trend that needs to be addressed. We need more data, not less, to make informed decisions and ensure a healthy, transparent gaming ecosystem.
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