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Microsoft will no longer share sales data with Circana, indicating more trouble in paradise
Microsoft has stopped providing its digital sales figures to US market-research firm Circana, meaning the firm will have to estimate the company’s performance in future reports. The move reduces transparency around Xbox and Microsoft-published games, particularly in US charts where titles such as Call of Duty often rank highly.
Circana executive director Mat Piscatella confirmed the change on 20 August, describing Microsoft as no longer participating in its digital panel. The announcement followed Circana’s July 2026 report, which estimated Xbox console sales were down 18% year on year; other console platforms also declined. Circana’s current top-10 game rankings already rely on estimates, and Microsoft’s withdrawal may make those projections less precise.
In short
- Microsoft has stopped sharing digital sales data with Circana.
- Circana will now estimate Microsoft’s US digital performance.
- Xbox console sales reportedly fell 18% year on year in July.
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The case for
Microsoft has legitimate commercial interests in controlling its proprietary business data, which could affect negotiations with retail partners, provide competitive advantages to rivals, or be misrepresented through selective analysis. Companies across industries routinely manage information flow as part of standard business strategy, and Microsoft's decision to withdraw participation may reflect dissatisfaction with Circana's methodologies, privacy concerns, or a preference for alternative research partnerships without necessarily indicating poor performance.
The case against
The timing of Microsoft's withdrawal—following Circana's unfavourable July report showing Xbox sales down 18%—raises concerns about accountability and narrative control. Market research firms serve an important public function by providing independent analysis that helps consumers, investors, and industry observers understand genuine market conditions. When major companies stop sharing data after negative findings, it erodes industry transparency, makes estimates less reliable, and sets a troubling precedent where only favourable information reaches the public, undermining honest competition and informed decision-making.
Explained simply
Microsoft owns the Xbox console business and publishes games such as Call of Duty. Circana is a US market-research firm that tracks video game sales and uses the information in its industry reports and rankings.
Companies can provide sales figures to help researchers measure how games and consoles are performing. Without Microsoft’s digital sales data, Circana will have to estimate sales of Xbox games and Microsoft-published titles, so its figures may be less precise.
These reports help readers and the games industry compare performance across platforms and over time. The change means there will be less public detail about some digital game sales, even as Circana continues to publish estimates.