But one title stands out, as Williams explained, "While the model was able to accurately predict the market size for Halo 3, it did not foresee the cannibalization effect that Master Chief would have on other September releases."
According to Williams, the most glaring example of the "cannibalization effect" was Midway's Stranglehold. Based on the solid marks the John Woo action film-inspired title received across a variety of metrics, IGN predicted 450,000 unit sales in the U.S. by the end of October.
However, Williams says that Stranglehold, along with other September 2007 Xbox 360 releases including Medal of Honor: Airborne, Skate, Project Gotham Racing 4 and Spider-Man: Friend or Foe, saw significantly less sales than analysts had predicted.
Says Williams, "The underlying reason behind this trend is Halo's unmatched replayabilty, especially with regards to the online multiplayer features. During September and October, a significant portion of Xbox 360 owners played Halo 3 exclusively, with little attention given to other new releases."