Sector Snap: Stocks shrug off low video game sales

NEW YORK — Investors seemed to look past dismal July video game sales on Friday to expectations of a better second half to the year, with shares of game makers holding up despite the fifth straight month of declines.

Market researcher NPD Group reported a 29 percent drop in sales of game hardware, software and accessories Thursday, an even steeper decline than analysts were expecting.

Still, the latest figures aren’t seen as critical for game makers.

“Although the headline numbers are clearly negative data points for the industry, July is seasonally never much of a driver for the industry,” Broadpoint.AmTech analyst Benjamin Schachter pointed out in a note.

Michael Pachter, with Wedbush Morgan, said July will likely be the gaming industry’s low point in the recession. In a note to investors he said, “We expect sales to turn less negative in August, and to turn wildly positive in September.”

Electronic Arts Inc. shares ticked up 16 cents to $21.20 in midday trading, while Activision Blizzard Inc. rose 14 cents, or 1.2 percent, to $12.49.

GameStop Corp., the world’s largest video game retailer, was up 3 cents to $26.36, and Microsoft Corp., maker of the Xbox 360 video game console, was flat.