Concerns Rise as Xbox and EA Halt Sharing U.S. Digital Sales Data with Circana

Earlier today, I delved into some insights regarding the U.S. video game market data released by Circana. They provide monthly reports detailing which games are performing well, how various consoles stack up against each other, and the overall health of the gaming industry in the U.S. While this information primarily serves industry insiders who rely on it for decision-making and forecasting, it also benefits the broader gaming community by shedding light on trends that influence game development and sales. Understanding these dynamics enhances our grasp of how games are created, marketed, and consumed.

However, Circana’s recent reports have taken a hit with the loss of two significant data contributors: Xbox and EA.

As of July 2026, Xbox has officially stepped back from being a participant in Circana’s digital data sharing panel, a fact confirmed by the company today (Xbox and EA have yet to respond to inquiries). When I reached out to Circana for an updated list of participating publishers, I learned that EA had also recently exited the panel, coinciding with its transition to a private entity.

What does this mean for the data landscape? Circana relies on publishers to provide sales information. For physical games, this data is sourced from retailers and other tracking entities. However, for digital sales through platforms like the eShop, PlayStation Store, and Microsoft Store, the data must come from the platform owners or the publishers themselves.

Circana’s digital data sharing panel consists of publishers who voluntarily share their digital sales data. Until recently, Xbox and EA were part of this group, allowing for accurate reporting on game sales from their digital storefronts. This contrasts sharply with companies like Nintendo, which does not share digital sales data, leading to estimates based on analysis. Previously, when publishers like Ubisoft and Take-Two left the panel, Circana could still gauge their digital sales through Xbox, even if it wasn’t from other sources (Take-Two has since returned, while Ubisoft has not).

The departure of Xbox is particularly concerning. It not only reduces transparency regarding Xbox’s first-party digital titles in the U.S. (including the ever-popular Call of Duty franchise) but also complicates the visibility of sales for other publishers that aren’t sharing data with Circana, like Ubisoft and EA. Consequently, this month’s software charts are rife with speculation. This isn’t a critique of Circana’s analysts, who do commendable work; it’s simply a matter of having limited data to work with, and I’d prefer an informed guess over no information at all.

Looking ahead, I anticipate this issue will worsen. Digital sales already account for a significant portion of overall sales, meaning relying solely on physical data provides an incomplete picture. With PlayStation planning to cease disc production entirely by 2028, we will depend entirely on them to relay sales information for their first-party titles, and they could choose to follow Xbox and Nintendo’s lead in withholding data. Xbox is also expected to phase out physical sales eventually, as their numbers appear to lag behind competitors. Additionally, we currently lack any sales data from platforms like Steam or Blizzard’s Battle.net.

For now, the remaining participants on the panel include Bandai Namco, Capcom, Crystal Dynamics, Disney Interactive Studios, Eidos, Konami, Plaion, Sega, Sony, Square Enix, Take-Two, and Warner Bros. Not exactly a comprehensive list.

It’s also worth mentioning that I’ve seen various posts suggesting Xbox may have withdrawn from Game Sales Data (GSD), which serves a similar purpose to Circana in Europe, but there’s been no official confirmation yet. I’m working to verify this information. If true, it would represent an even greater loss of transparency.

For the average gamer, there may not be a strong interest in the specifics of game sales or revenue. However, the gradual decline in transparency within the industry ultimately impacts players, as it allows companies to control the narrative surrounding their games more tightly. Without access to accurate sales figures, companies can easily misrepresent a game’s performance, using it to justify layoffs or defend questionable business decisions.

Above all, I want to ensure that my understanding of the gaming world isn’t dictated by massive corporations focused solely on profit. I prefer having access to accurate information that can inform my gaming habits and decisions. The gaming industry seems to be becoming increasingly opaque, and I worry that soon, we may struggle to see the full picture at all.