According to ICv2, Pathfinder tied D&D 4e for sales in Q3 2010. This mirrors statements made to me last month by my FLGS (and that Rob claimed were totally wrong).
Wizards must be shitting themselves. In the 3.5e era, Paizo created value for their brand (by publishing
Dungeon and
Dragon). When they pushed everyone away by abandoning the GSL, the 3PPs turned into direct competitors, and Paizo appears to be eating their lunch.
This chart of the Top 5 Roleplaying Games (hobby channel) reflects sales in Q3 2010. The charts are based on interviews with retailers, distributors, and manufacturers.
Top 5 Roleplaying Games – Q3 2010
Title Publisher
1 Dungeons & Dragons Wizards of the Coast
1 Pathfinder Paizo Publishing
3 Warhammer Fantasy Fantasy Flight Games
4 Dark Heresy/Rogue Trader Fantasy Flight Games
5 Dresden Files Evil Hat