Microsoft has officially cut ties with US market‑research company Circana, the firm formerly known as NPD, ending the flow of detailed digital sales figures for its Xbox ecosystem, as well as titles from its Activision and Bethesda studios. The decision means Circana will now have to rely on projections and indirect indicators rather than hard sales data when publishing its monthly reports.

Industry watchers note that the move could complicate the picture for investors and developers who depend on precise sales metrics to gauge the health of the console market. While Microsoft has not disclosed a specific reason for the withdrawal, analysts speculate it may be part of a broader strategy to keep internal performance data more tightly controlled.

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Despite the data gap, Circana remains a trusted source for hardware and software trends in North America, and it is expected to continue delivering its usual breakdowns—albeit with a higher margin of error for titles under the Microsoft umbrella. The shift may also prompt other publishers to reconsider how much sales information they share with third‑party trackers.

  • Microsoft stops providing direct digital sales numbers to Circana.
  • Circana will now estimate Xbox, Activision and Bethesda performance.
  • The change could affect market transparency and investor confidence.
  • Analysts anticipate a greater reliance on alternative data sources.
  • The move may signal tighter data control across Microsoft’s gaming divisions.

Source: Push Square