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Activision planning on raking in billions

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If they get it right, Bungie’s Destiny could be an incredible game that reshapes the genre – and the entire industry.  We are psyched about it, and it would seem that Activision is expecting it to be their next cash cow.

At the earnings call from Activision yesterday, CEO Eric Hirshberg said that Destiny is on pace to set an all-time preorder record for a new IP – not just at Activision, but across the industry.  Based on company estimates, Destiny will join COD and Skylanders to become Activision’s third active billion-dollar franchise.  Add to this the upcoming launch of Diablo III on consoles, HearthStone’s upcoming launch and the development of Blizzard All-Stars and it appears that Activision is on track to rake in plenty of cash in the future.

Oh, but they will be spending a lot of that money promoting COD: Ghosts.  In fact, they are planning the most aggressive marketing plan in the history of the Call of Duty franchise.  Great, so they are really sending the dogs out after us.  COD: Ghosts has seen pre-order numbers far below COD: Black Ops 2, but twice those of the first Black Ops.  It seems that COD players might not immediately jump on the sub-brand band wagons – but I’m sure all that marketing will help.

I’m happy for the newly independent Activision-Blizzard – they need to rake in tons of money so that they can start innovating again without worrying about cost!  C’mon guys, make some more great games like you used to.

Last Updated: August 2, 2013

9 Comments

  1. RinceThisAndGingerSmite

    August 2, 2013 at 10:08

    Destiny is really one game I am excited for. Please get it right!

    Reply

  2. Trevor Davies

    August 2, 2013 at 10:18

    I hope we see more good stuff from them too in the future.

    Reply

  3. Ultimo_Cleric N7

    August 2, 2013 at 10:23

    I think they will Zoe, Destiny will be the first of many now that they have kicked the coperates to the curb.
    GO ACTIVISION BLIZZARD!!!!!

    Reply

  4. Mark Treloar

    August 2, 2013 at 10:28

    Sadly Activision still has a franchise policy and is not willing to make games based on new IP’s unless they can turn a franchise profit

    Reply

  5. Rock789

    August 2, 2013 at 10:29

    Totally agree Zoe – me thinks this new start for Activision, free of the shackles of corporate BS, will only see them grow from strength to strength. And if the end result is games like Destiny… Then long may it last!

    Reply

  6. DBL_ZA

    August 2, 2013 at 13:02

    “Oh, but they will be spending a lot of that money promoting COD: Ghosts. In fact, they are planning the most aggressive marketing plan in the history of the Call of Duty franchise. Great, so they are really sending the dogs out after us.”

    Reply

  7. InsanityFlea

    August 2, 2013 at 13:05

    I normally dodge pre-orders like a plague, I did however pre-order BF4, I was lucky enough to play it 1st. First game I’ve pre-ordered in about 5 years.

    Destiny looks good but i’ll wait for a demo disc from PCF/NAG. Couldn’t be bothered by COD frankly. I played Blops2, didn’t enjoy it.

    I’ve been let down too many times by simple screenshots. Gameplay is where it’s at.

    Lets just hope Activision doesn’t ruin this, they *might* get my money.

    Reply

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