UFC Undisputed 2010 sales disappoint

Lower-than-expected sales of mixed martial arts sequel, strength of US dollar push THQ to cut quarterly financial guidance roughly 18 percent.

Last year, THQ's UFC Undisputed 2009 was a first-round knockout, garnering critical acclaim and topping 3.5 million in sales. While this year's installment received comparable reviews, its sales have been disappointing, THQ revealed today.

UFC Undisputed 2010's sales pummeled THQ's financial projections.

The publisher today warned investors that its sales for the current fiscal quarter would be roughly 18 percent lower than it had previously expected, due to lower-than-expected sales of UFC and a stronger US dollar. THQ had been expecting revenues for the quarter ending June 30 to fall between $190 million and $200 million but now expects sales to range from $155 million to $165 million. It also expects to post losses of $0.20 to $0.30 per share, where it had previously expected to break even. In a note to investors, Wedbush analyst Michael Pachter said the reduced guidance suggests that UFC Undisputed 2010 sales will fall about 1 million copies shy of THQ's expectations.

THQ said it has shipped 2.6 million copies of UFC Undisputed 2010 to date, but sell-through to consumers has been below expectations. Signal Hill analyst Todd Greenwald said the publisher will need to run a lot of promotions and price cuts on the game over the next 3 to 6 months to help retailers move all those copies of the game. As for the reasons behind the disappointing sales, Greenwald noted competition from other new releases (specifically Red Dead Redemption) and suggested that UFC games aren't suited to annualized releases in the same way other sports are.

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Discussion

35 comments
Hrel
Hrel

@kingatrock If you play this game at all you'll immediately notice that the gameplay has been hugely redone. It's much better, and I can say from real life experience much more realistic and intuitive to what it's like to actually fight. The literally went in and re-programmed the code for the games engine, which runs everything. Now I agree they shouldn't release a new one every year, but this one is a pretty huge improvement to the last one. One really stupid thing is all the stuff in the PS3 version that you can't get on the xbox version. REALLY frustrating.

KingAtRock
KingAtRock

No innovation, trying to milk a new franchise like madden. Gameplay looks the same, why bother buying.. looks like others agreed with me. Hope they learn.

JSusie
JSusie

A guide to having a successful title: 1. Dont alienate your fanbase from previous games (online code). 2. Dont release a game anytime near something from Rockstar is coming out (even if the Rockstar game sucks). 3. If a game isnt suited for annual releases.....dont make it released annually. 4. If your first game had glaring problems, fix them! PS. In #2 I wasnt saying RDR sucked, because it doesnt. I was saying that Rockstar could release "Pillowfight Arena: Carebears vs My Little Pony" and people would still buy it.

nowwwe
nowwwe

big update ufc 2010 ....

KoolzKatz
KoolzKatz

"UFC games aren't suited to annualized releases in the same way other sports are." That line says it all

BangaaPride
BangaaPride

Actually, I don't there's anything wrong with Undisputed at all, just that Red Dead Redemption really smashed into UFC's sales. UFC is solid but everyone was hyping RDR as THE game to own.

Lauryn2000
Lauryn2000

Brock Lesnar was the wrong guy to put on the cover..IMO.I would have used Pierre or Silva to grace the cover.And if pushed came to shove BJ Penn..hell even Tito Ortiz.

Lucidmike78
Lucidmike78

It was a mistake to announce UFC 2010 a few days UFC 2009 was released. Then, have the game pretty much look the same.

chadbtownvt
chadbtownvt

obviously ufc 2010 isn't all that much different then 2009, 2010 still has issues and thq just needs new developers, get the right team and I'm sure you can create a good ufc game that looks and feels authentic. i love watching ufc on spike and payperview but these games suck and until they find the right crew to develop ufc games there sales will suck and the game will suck as well.

Zerot
Zerot

I played this game seemed ok but the gameplay is random so its really not a game id consider it more a novelty item.

Zerot
Zerot

[This message was deleted at the request of the original poster]

COPMAN221
COPMAN221

I think it has to do more with EA and their stupid online code to play. I for one will not buy anymore EA products until they drop that stupid idea..

ji_long
ji_long

@ Tapout "With car companies that is why they sell cars for above cost because of labor and other losses such as cars resale." according to this logic Video game devs also charge more than cost, wayyy more than cost you don't honestly believe it costs 60 dollars per disc, that is for labor and marketing just as with car companies.

ji_long
ji_long

@ Tapout It is exactly the same thing. Cadillac( or any other manufacturer) doesnt make any money when you buy from carmax or any other used car company.

tapout03
tapout03

ji long im sorry to tell you but your car comparison is off base because they are two totally different things one game companies don't make any money when the game is resold (that is why they are charging for online use now to used copies). With car companies that is why they sell cars for above cost because of labor and other losses such as cars resale.

EPaul
EPaul

Maybe it was too soon for it

ji_long
ji_long

@ caveman lawyer I agree 100% I don't really Game on my PC but my friend refused to buy many games for this very reason.

CavemanLawyer
CavemanLawyer

HAHA!!!! This is beautiful! Ok story time - Not the people here, but the majority of people say that piracy has hurt PC gaming, which is totally wrong. The true fact is that DRM has hurt PC gaming. Now people say that's crap since a "smalllllllll" problem like DRM would NEVER halt gaming sales on high proportions like we have seen with PC gaming sales... Wellll lookey here. We have people on Gamespot saying they didn't buy because of the, essentially, DRM! Now the consoletard kiddies finally see the light and can understand why PC gamers have got in such an uproar over the past 10 years.

IcY_PonCheEzY
IcY_PonCheEzY

Sports games do not need an annual release. It would make more sense if maybe they just offer roster updates and stuff via dlc or somthing. Especially if your not doing anything innovating in terms of the actuall gameplay.

IcY_PonCheEzY
IcY_PonCheEzY

Sports games do not need an annual release. It would make more sense if maybe they just offer roster updates and stuff via dlc or somthing. Especially if your not doing anything innovating in terms of the actuall gameplay.

ji_long
ji_long

I loved UFC 2009, but skipped this one because of charging for online to used customers, even though I would have bought it new. Thats like if you buy a used car they charge you an extra 1,000 dollars for the steering wheel. Devs are really screwing themselves over by trying to make people buy new, if they eliminate the used game market then people wouldnt be as willing to pay 60 dollars for it if they knew that they couldn't sell it later on.

califone
califone

I'd have bought it, but I want to see what the competition has to offer before making a decision.

RadView
RadView

@theMirrorsTruth Im one of the many who decided not to buy it new or used for that matter, cause of that...

True_Chaos_UK
True_Chaos_UK

Loved '09, but after playing the demo and hearing that a lot of things remained unchanged I decided against getting it. "THQ said it has shipped 2.6 million copies of UFC Undisputed 2010 to date, but sell-through to consumers has been below expectations" Doesn't say over 2 million sold there is no sales figure just whats been shipped.

MLionhart2
MLionhart2

If you want more sales... PATCH THE GAME ALREADY!

bowlingotter
bowlingotter

The game is a little more polished, but a lot of the big problems from last year are still prevalent, primarily in Career mode and multiplayer. The last game was good. They could easily have waited for 2011 and made more significant improvements and the game would have sold much better.

theMirrorsTruth
theMirrorsTruth

Sales sucked because they wanted to screw the fans by forcing them to buy new, and the whole multiplayer fiasco. Release a good game without screwing your customers. Maybe then they'll realize they're only disappointed because their customers are disappointed.

dylan417
dylan417

because not a whole lot has changed to need to buy this game. Most of my friends only got 09 and are waiting for 11. There isnt a whole lot you can change with a fighting game to release a new one every year.

Pete5506
Pete5506

over 2million and not happy about it

ClaudiusCaesar
ClaudiusCaesar

Their analisys on what went wrong is right on: it's not an annual sport and mostly RDR.

NeoGamer741
NeoGamer741

It would probably help sales if they didn't release the game with glaring imbalances and game-breaking bugs.

xtremeflem2day
xtremeflem2day

I haven't bought any UFC game, but if im correct you can just quit out of a multiplayer match when you're losing, and neither player wins or loses, which basically ruins the multiplayer, so im not surprised. correct me if im wrong

Richmaester6907
Richmaester6907

ungreatful aint they 2million + sales and they still aren't happy lol