When it comes to year over year sales, it's true that sometimes there's growth year over year for a certain period of time.
What I'm saying is it's often not the exact same people buying the game each year. You're talking about a large pool of potential buyers and aren't always hitting the same people even when the year over year numbers are fairly consistent. A bit part of that is about what else is in the market at the same time.
It's also worth mentioning that across the course of some of these franchises that the market has changed a lot. It's pretty different from say that period 10 years ago that you mentioned.