July was a rather underwhelming month for anticipated releases. Only titles like Donkey Kong Country Returns HD and Ming-Mal: Feather of Void (hereinafter Ming-Mal) were on the radar. Among them, Ming-Mal saw interest evaporate almost immediately following its release due to a brutal reception on Steam. Consequently, many store owners expected the shop to survive solely on the usual holiday school season traffic.

However, an unlikely hero breathed life into what could have been a sluggish retail environment: the 'Livelihood Recovery Consumption Coupon,' which began distribution in late July. The timing, aligning perfectly with summer holiday preparations, created an unexpected synergy. Gamers flocked to physical stores to spend their 150,000 won allocation on games or peripherals for their time off, injecting much-needed energy into the scene despite the lack of new software.

The 'Livelihood Recovery Consumption Coupon' proved to be the defining factor for July retail. Because the coupon was valid at any store with an annual revenue under 3 billion won, gamers swarmed clusters of small retailers like the Techno Mart. Since the policy strictly prohibited using these funds for digital game downloads, an increase in physical store foot traffic was inevitable.

According to store officials, customers were hunting for AAA titles to sink their teeth into during the holidays rather than short, fleeting experiences. Since most participating stores handle used titles, shoppers were actively searching for these bargains. On the PS5 front, demand was high for Stellar Blade, Black Myth: Wukong, and Clair Obscur: Expedition 33, while Nintendo Switch users gravitated toward Pokémon Scarlet and Violet and Super Mario Party Jamboree.

Sales of peripherals, accessories, and merchandise were robust. Many family units visited the stores to pick up third-party controllers so they could enjoy games with their children during the break. Sadly, the Nintendo Switch Pro Controller faced significant supply shortages, leaving retailers unable to keep up with the overwhelming demand.

The standout Nintendo title for July was Donkey Kong Country Returns HD. At the Daewon Shop in Yongsan I-Park Mall, the sales volume of the top spot dwarfed the combined sales of second through fifth place. While Super Mario Party Jamboree saw decent initial numbers, retailers felt its momentum would struggle to last, given that players can upgrade from existing Switch packages for just 10,000 won.

In the third-party sector, Cyberpunk 2077 continues to post high sales figures. While it is an 18+ title and doesn't benefit from the usual student holiday rush, many users purchased it with the aforementioned consumption coupons or holiday cash to play on portable devices. The 2D bullet-hell action game TEVI was an unexpected dark horse. Since the physical version of this 2023 title wasn't expected to be a massive hit, stores didn't stock many copies, only to find demand far exceeding supply, forcing many users to go on a store-hopping quest to find it.

The transition of the Nintendo Switch from pre-order to general sale has led to an increase in international visitors, particularly at tax-free locations. Interestingly, these visitors are buying the hardware alone rather than the Mario Kart 8 Deluxe bundle. This is because the domestic version of Mario Kart 8 Deluxe requires a Korean account and phone number to operate—effectively making it a locked experience for foreign players.

Ming-Mal, which carried high expectations leading up to launch, failed to deliver on the 'second Wukong' hype, leading to disappointing results. Stores that stocked up in anticipation of at least average performance took a significant hit. Most shops are now sitting on unsold Day One Edition stock with virtually no inquiries. While the developers have promised updates following the critical drubbing, when exactly the game will reach a stable state remains a mystery.

Unexpectedly, Elden Ring: Shadow of the Erdtree maintained steady interest and demand. Store officials noted that due to the dedicated Elden Ring fanbase and new content like the 2-player update, combined with the impact of the consumption coupons, it recorded solid sales for an extended period.

Among upcoming pre-orders, the remaster of Gears of War: Ultimate Edition, titled 'Gears of War: E-Day', and 'The Outer Worlds 2' have emerged as titles of interest. The upcoming 'Ghost of Yotei' also caught some eyes, though demand for the Collector's Edition has been remarkably low. The primary reason gamers are avoiding it is the high price point in exchange for a package that lacks a physical disc. Finally, regarding hardware, the demand for PS5 disc drives is on the decline, with a clear trend toward users opting for the digital edition.