The problem isn't the market. The "problem" is either shareholders expectations due to COD and/or CEOs who think every new game they come up with is going to sell like COD. Tomb Raider (and other games) sell 1-2 MILLION ($120,000,000) in a month and consider it a failure!?
Something is out of whack with these companies. They are either spending too much in advertising; development; salaries; overhead or something to consider bringing in $120 million dollars in a month a failure for a consumer product.