• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Philanthropy leader at Warren Buffett and Bill Gates’ Giving Pledge says children of billionaires are pushing them to give their wealth away faster

2

MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year

3

Ex-Google engineer says Larry Page, Sergey Brin and Sundar Pichai share the same trait—it's the lesson he swears by as a $7.2 billion AI CEO

1

Philanthropy leader at Warren Buffett and Bill Gates’ Giving Pledge says children of billionaires are pushing them to give their wealth away faster

2

MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year

3

Ex-Google engineer says Larry Page, Sergey Brin and Sundar Pichai share the same trait—it's the lesson he swears by as a $7.2 billion AI CEO
Video Games

How Activision Blizzard beat the Devil

By
Don Reisinger
Don Reisinger
and
alley
alley
Down Arrow Button Icon
By
Don Reisinger
Don Reisinger
and
alley
alley
Down Arrow Button Icon
August 23, 2012, 11:00 AM ET
Add Fortune on Google for similar content.



It’s been a tough year for the video game industry. In July alone, according to research firm NPD, total game industry sales reached $548.4 million, down 20% compared to July 2011. Hardware sales dropped 32%, and game makers saw overall revenue decline 23% year-over-year.

It was hard to find a glimmer of hope in the numbers. As countless analysts have said, the industry is facing a perfect storm. Summer months almost always tend to be a bit slower. Secondly, most developers are launching games that are either sequels or appeal to a smaller subset of the market. Game consoles — Microsoft’s (MSFT) Xbox 360, Nintendo’s (NTDOY) Wii and the Sony (SNE) PlayStation 3 — are getting long in the tooth, meanwhile. “The current console cycle, currently in its unprecedented eighth year, is generating fatigue among gamers, with little new IP, mass migration to free online multiplayer gaming, and continued market share losses for the handhelds and Nintendo Wii,” Wedbush analyst Michael Pachter wrote recently in a research note.

Despite the industry’s obvious troubles, one company continues to achieve results that competitors can’t quite match: Activision Blizzard (ATVI). The company announced last month that it generated $1.075 billion in revenue during the second quarter and a $185 million profit. That success accompanied a host of impressive statistics, including news of its standing as the top independent game publisher in the U.S. and U.K. during the second quarter. It also sold the top-selling console and handheld game, in terms of dollars, for the first half of the year. To top things off, its Diablo III is the top-selling PC game so far this year.

MORE: Microsoft versus Sony versus Nintendo. Who wins?

The woes of rivals like Electronic Arts (EA) and Take-Two Interactive (TTWO) haven’t hurt.  During the second quarter, for example, Take-Two Interactive, maker of the popular Grand Theft Auto franchise, announced sales of $226 million. The company lost $110.8 million. It was a similarly troubling period for Nintendo, which saw its revenue drop by nearly 10% to $1.07 billion. The venerable Mario maker posted a net loss of $217 million due to slumping Wii sales.

What is Activision Blizzard doing right? For one thing, the company knows how to make games. Its Call of Duty franchise is the world’s most popular console title. On the online-gaming front, Blizzard’s World of Warcraft has become the fastest-selling PC game of all time. Newer titles have also fared well. “In our view, the success of [Diablo III] is a testament to gamer appreciation for the developer and franchise, as well as for high-quality gameplay experiences,” Pachter wrote in a research note this month. “In-line with our thesis, gamers have once again shown a willingness to forego mediocre catalog content and spend on premier new releases.”

A slate of upcoming titles has cheered investors made weary by a market down on video games in general. This November, the company will be launching the latest installment in its Call of Duty franchise, Call of Duty: Black Ops 2. Last year’s Call of Duty: Modern Warfare 3 was especially popular, generating $1 billion in sales in just its first 16 days of availability. Black Ops 2 is expected to either come close to matching or beat out its predecessor altogether. “When taken in combination with the record engagement of the Call of Duty franchise overall, there is strong evidence of tremendous continued engagement with the franchise,” Activision Publishing CEO Eric Hirshberg said on a recent earnings call.

MORE: The $99 box that wants to crush the Xbox

Plenty could go wrong. Analysts were surprised to see that World of Warcraft subscriptions had slipped by 1 million users, raising concerns about how the company will manage that aging title’s decline. And, like the rest of the industry, the firm has had to rely on sequels to boost earnings, leaving less room for original franchises which can generate new long-term business. Most of all, squeamish investors seem to have gone cold on video games over all. But, for the time being, Activision Blizzard still appears to be the one to beat.

About the Authors
By Don Reisinger
See full bioRight Arrow Button Icon
By alley
See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in

As JPMorgan’s CEO race heats up, the case for a two-person succession contest is put to the test
C-SuiteNext to Lead
As JPMorgan’s CEO race heats up, the case for a two-person succession contest is put to the test
By Ruth UmohJune 29, 2026
46 minutes ago
wendy
Commentary250 Years of Innovation
Wendy Schmidt: Three centuries of science is something to celebrate
By Wendy SchmidtJune 29, 2026
1 hour ago
a
Commentary250 Years of Innovation
Atomic Industries CEO: America spent 60 years retreating from manufacturing. The next 100 are about building it back
By Aaron SlodovJune 29, 2026
1 hour ago
Today’s top high-yield savings rates: Up to 5.00% on June 29, 2026
Personal FinanceSavings accounts
Today’s top high-yield savings rates: Up to 5.00% on June 29, 2026
By Glen Luke FlanaganJune 29, 2026
2 hours ago
Top CD rates today, June 29, 2026: Lock in up to up to 4.40%
Personal FinanceBanks
Top CD rates today, June 29, 2026: Lock in up to up to 4.40%
By Glen Luke FlanaganJune 29, 2026
2 hours ago
Photo: Kevin Warsh
EconomyMarkets
President Trump will not get what he wants from Kevin Warsh, a source tells us, as inflation will force the Fed upwards
By Jim EdwardsJune 29, 2026
2 hours ago

Most Popular

Philanthropy leader at Warren Buffett and Bill Gates’ Giving Pledge says children of billionaires are pushing them to give their wealth away faster
Success
Philanthropy leader at Warren Buffett and Bill Gates’ Giving Pledge says children of billionaires are pushing them to give their wealth away faster
By Preston ForeJune 27, 2026
2 days ago
MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year
Success
MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year
By Sydney LakeJune 25, 2026
4 days ago
Ex-Google engineer says Larry Page, Sergey Brin and Sundar Pichai share the same trait—it's the lesson he swears by as a $7.2 billion AI CEO
Success
Ex-Google engineer says Larry Page, Sergey Brin and Sundar Pichai share the same trait—it's the lesson he swears by as a $7.2 billion AI CEO
By Orianna Rosa RoyleJune 28, 2026
1 day ago
Cristiano Ronaldo is soccer's first-ever billionaire: He went from begging for burgers outside McDonald's to landing a $400 million contract
Success
Cristiano Ronaldo is soccer's first-ever billionaire: He went from begging for burgers outside McDonald's to landing a $400 million contract
By Preston ForeJune 28, 2026
24 hours ago
The retired college professor fighting a $313 trespassing ticket in Wisconsin thinks he's part of a national struggle
Environment
The retired college professor fighting a $313 trespassing ticket in Wisconsin thinks he's part of a national struggle
By Catherina GioinoJune 28, 2026
1 day ago
Iran is forcing the U.S. into an escalation trap as a 'shadow war' over the Strait of Hormuz heats up that could kill the tenuous ceasefire
Politics
Iran is forcing the U.S. into an escalation trap as a 'shadow war' over the Strait of Hormuz heats up that could kill the tenuous ceasefire
By Jason MaJune 28, 2026
18 hours ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.