By Barbara Ortutay, Associated Press Technology Writer

NEW YORK: Video games sales declined in August for the sixth straight month, following what analysts called a disappointing showing from the latest Madden game.

Nonetheless, game makers are eyeing a stronger September, boosted by the much-hyped launch of The Beatles: Rock Band as well as Guitar Hero 5.

Although the video game industry held out longer than many other sectors in the recession, it began recording double-digit declines in March when compared with the same period in 2008. Besides the economic turmoil that has led consumers to sharply cut back spending, 2009 so far has also suffered from a lack of blockbuster games.

On Thursday, market researcher NPD Group reported a 16 percent August decline, to $908.7 million‚ in overall U.S. retail sales of hardware, software and accessories.

Sales of game software fell 15 percent to $470.3 million. Hardware sales dropped by a quarter to $297.6 million. Accessories‚ such as extra controllers and musical instruments to play Rock Band and Guitar Hero‚ increased 2 percent to $140.8 million.

Electronic Arts Inc.'s Madden NFL 10, as anticipated, was the month's top-selling game, with nearly 1.9 million units sold across five gaming systems.

But analysts had expected even stronger sales. In a research note to investors, Ben Schachter of Broadpoint AmTech said EA likely anticipated "a down year for Madden, but … this is likely worse than the company's internal expectations."

EA did not immediately respond to an e-mail message Friday.

Price cuts in mid-August lifted sales of Sony Corp.'s PlayStation 3 by 72 percent over July. The console sold 210,000 units in August, trailing Microsoft Corp.'s Xbox 360, which also saw a price cut late in the month, by only about 5,400 units.

The handheld DS from Nintendo Co. was the month's best-selling gaming system with 552,900 units sold, and the company's Wii console came in second with 277,400.

"Sony's price cut should help that platform for the remainder of the year, but Nintendo still needs to cut if the industry is to recover," Schachter said.

Looking to this month, Wedbush Morgan analyst Michael Pachter said he's "got a feeling that sales won't let us down." Besides the new Rock Band and Guitar Hero games, Pachter also cited Need for Speed: Shift and Halo ODST as games likely to boost this month's sales.

Steelers safety Troy Polamalu, one of two cover men on Madden 10, will miss at least three weeks due to a sprained knee ligament.

The "Madden Curse" has at this point far surpassed the Sports Illustrated cover jinx as far as mythical sports maladies go.

Here's a look at some past victims:

Madden 2000: Barry Sanders, Detroit Lions. Sanders kicked the curse off in amazing fashion. At the pinnacle of his greatness and popularity, he retired.

Madden 2001: Eddie George, Tennessee Titans. While his team still made the playoffs after he was on cover, George bobbles a pass that is picked off and returned for a touchdown in the playoffs.

Madden 2002: Daunte Culpepper, Minnesota Vikings. The mammoth quarterback took the Vikings to the NFC championship game the previous season. After he was the cover boy, a knee injury knocks Culpepper out of the first five games of the season. Minnesota goes 5-11.

Madden 2003: Marshall Faulk, St. Louis Rams. Faulk was having an amazing run of four seasons with at least 1,300 yards rushing and two Super Bowl appearances. Following his appearance on Madden, Faulk goes through an injury-plagued season and the Rams go 7-9.

Madden 2004: Michael Vick, Atlanta Falcons. A day after Madden is released, Vick broke his leg in a preseason game. He palyed in five games that season and Atlanta had a 5-11 record.

Madden 2005: Ray Lewis, Baltimore Ravens. Following a magical Super Bowl 2004 season, Lewis has a down year and the Ravens don't make the playoffs.

Madden 2006: Donovan McNabb, Philadelphia Eagles. After taking the Eagles to the Super Bowl in the previous season, McNabb suffers a sports hernia and misses the last seven games of the season.

Madden 2007: Shaun Alexander, Seattle Seahawks. After winning the league MVP, he broke his foot in the third game of the season. Hasn't been in the NFL since.

Madden 2008: Vince Young, Tennessee Titans. Immediately became a bust of a draft pick. Looks to have no future in the NFL, even though he's convinced he'll be in the hall of fame.

Madden 2009: Brett Favre, Green Bay Packers New York Jets. Became a joke and ruined his legacy with diva-ish behavior. Retired as a Packer, got the game contract, came back as a Jet. John Madden still has a strange love-affair with him, however.

The other cover person this year was Arizona Cardinals wide receiver Larry Fitzgerald. If you run an office death pool, you might as well pick up Fitzgerald. Time is ticking.