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Activision looking to exploite games

Activision Blizzard bigwig Bobby Kotick has detailed why various games the company acquired in the merger with Vivendi/Sierra were dropped, with it all coming down to a lack of possible sequel exploitation in the future.

“There were a lot of different projects and businesses that we identified as not likely to achieve the profit margin potential that we look for,” Kotick said in Activision’s September quarterly conference call, transcribed by Seeking Alpha.

“With respect to the franchises that don’t have the potential to be exploited every year across every platform with clear sequel potential that can meet our objectives of over time becoming USD $100 million plus franchises, that’s a strategy that has worked very well for us.”

Of the games that Activision dropped, the most notable are Brutal Legend, Ghostbusters and the plot-intensive 50 Cent: Blood on the Sand. That doesn’t mean you won’t see these games though, as THQ have picked up 50 Cent and Atari will publish Ghostbusters.

“Our strategy has been to focus, especially given the increase in development expenditures on the products that have those attributes and characteristics that we know if we release today, we’ll be working on 10 years from now,” added Kotick.

In 2009, Activision plans on releasing 70 different SKUs, up 40% on 2008. New Call of Duty and Guitar Hero games will obviously lead the way, but the company has high hopes for film tie-ins as well, including Transformers, Wolverine and Ice Age. Also coming will be a new Bond game, Marvel Ultimate Alliance 2 and another reinvention of the Tony Hawk series. Some fresh intellectual properties will also be around, in the form of Prototype, Singularity and a new racing game from Bizarre Creations.

Expect sequels to all of them in 2010.


My Two Cents:

Activision blows and we all know it. When they took over Guitar Hero I knew I was done, because I knew the next one would come out and be super commercial. They just want to drive everything into the ground until it’s behind the times (Tony Hawk anybody), the only reason Call Of Duty hasn’t totally went to crap is because Infinity Ward stepped in because all those sequels started to get pretty annoyning.You could tell by the quality of most of their games that they were into this practice, but to actually admit it is incredibly arrogant and kind of a douche bag move.


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