According to data released by the NPD Group, total North American sales of video game software increased more than 22% to $488 million during August. Analysts had predicted sales growth between 10% and 15% for the month, which was easily surpassed. Game sales were kick-started by rabid sales of Madden NFL 08 by Electronic Arts . The football franchise saw sales total more than 1.87 million units for the month. Take-Two Interactive saw its Bioshock game surprise the market with 491,000 sales for the month. Bioshock sales topped those of Madden for Sony's PlayStation 3 console.

Hardware sales increased by 94% during the month, thanks mainly to sales of next-generation consoles including Nintendo's Wii, which was not available a year ago. The Xbox 360, offered by Microsoft sold 276,700 units during the month while SNE's PlayStation 3 sold 130,000 units.