Video game retailer, Game UK, reported a fall in sales during the 23-week run up to Christmas, with transaction values dropping by 6.3%. The company suggested that a reduce in demand, in the fourth year since the release of the Xbox One, Playstation 4 and other eighth generation hardware. Even releases such as Pokemon Sun & Moon could not drive the sales figures up, as year-on-year sales for new releases in this period were weaker than in previous years. The company is, however, diversifying through expansion into markets such as digital content and VR devices, which grew 31% in the 23-week period and contributed over 30% of group gross transaction value. Also, they are hoping that the rising anticipation of 2017 releases such as the Nintendo Switch and Xbox Project Scorpio may drive some spending back into the market.