The lights are on
Despite moving 2.6 million units since its release, UFC Undisputed 2010 hasn't performed as well as THQ was hoping. The company's UK marketing director Jon Rooke said "Our sales were softer than where we would have liked them to be. We know our UFC and MMA fans have bought it, but we haven't delivered the broader sales yet."
Speculating as to why the game underperformed, the company pointed towards the juggernaut that was Red Dead Redemption. Rooke said "Rockstar have probably taken a fair amount of our market share. They shipped 5m units, taking a lot of consumer dollars."
While they're two entirely different games, there's no denying that Red Dead was a sales phenomenon during that time period. It's entirely possible that its runaway success could have taken a chunk out of UFC's numbers.