Activision Blizzard's CEO and President, Bobby Kotick, is responsible for taking an insolvent company and directing its turn around to become the largest and most successful video game publisher. Kotick acquired the failing Activision in 1991, becoming its CEO and over the course of 20 years, he has built it into a powerhouse that has created with numerous record-breaking games.
However, as gaming moves more online, can Activision maintain its lead? As digital distribution, online gaming, and casual games, grow in popularity Activision's tried and true approach is being questioned by those who believe that mobile and social gaming will unseat traditional console gaming.
Activision's chief executive officer has spoken publicly about his feelings about social and mobile gaming. While there are compelling and fun games being created in the mobile and casual space, he believes the marketplace is overcrowded and the experiences that consumers are seeking from mobile and casual games are very different than what they want from traditional console and PC game experiences.
"The place where we (Activision) have the most opportunities for growth is within the communities of franchises we control. We don't view the App Store as a really big opportunity for dedicated games. It's a different question assessing [social games] as a business opportunity. Right now we don't see an opportunity for us to participate in that market," said interactive entertainment executive Bobby Kotick.
After acquiring Vivendi Games in 2008, Activision merged with Blizzard Entertainment to become Activision Blizzard. The merger allowed Kotick to unseat Electronic Arts as the largest videogame producer. With hit title series like Guitar Hero, Call of Duty, World of Warcraft and Starcraft, it seems that Activision Blizzard has a pretty firm grip on the market.
The apparent "dismissal" of social and mobile games, however, troubles market analysts as they see success in companies like Zynga, who focus on social gaming. With mobile phones and other devices like the iPad competing more and more seriously with portable consoles like the Nintendo DS and Sony PSP, the gaming industry is being forced to quickly innovate and evolve.
Many may argue that Activision is doing quite well in spite of social and mobile gaming. Regardless, the question everyone is asking "What is Activision's next move?" On the surface, it seems careless not to leverage the opportunities presented by current social media trends. To remain a leader in the industry, Kotick and his team must continue to innovate and push the envelope of the gaming world. While nobody knows the real answer to what will come next for Activision, we can be sure that Bobby Kotick is not sitting on his laurels.
However, as gaming moves more online, can Activision maintain its lead? As digital distribution, online gaming, and casual games, grow in popularity Activision's tried and true approach is being questioned by those who believe that mobile and social gaming will unseat traditional console gaming.
Activision's chief executive officer has spoken publicly about his feelings about social and mobile gaming. While there are compelling and fun games being created in the mobile and casual space, he believes the marketplace is overcrowded and the experiences that consumers are seeking from mobile and casual games are very different than what they want from traditional console and PC game experiences.
"The place where we (Activision) have the most opportunities for growth is within the communities of franchises we control. We don't view the App Store as a really big opportunity for dedicated games. It's a different question assessing [social games] as a business opportunity. Right now we don't see an opportunity for us to participate in that market," said interactive entertainment executive Bobby Kotick.
After acquiring Vivendi Games in 2008, Activision merged with Blizzard Entertainment to become Activision Blizzard. The merger allowed Kotick to unseat Electronic Arts as the largest videogame producer. With hit title series like Guitar Hero, Call of Duty, World of Warcraft and Starcraft, it seems that Activision Blizzard has a pretty firm grip on the market.
The apparent "dismissal" of social and mobile games, however, troubles market analysts as they see success in companies like Zynga, who focus on social gaming. With mobile phones and other devices like the iPad competing more and more seriously with portable consoles like the Nintendo DS and Sony PSP, the gaming industry is being forced to quickly innovate and evolve.
Many may argue that Activision is doing quite well in spite of social and mobile gaming. Regardless, the question everyone is asking "What is Activision's next move?" On the surface, it seems careless not to leverage the opportunities presented by current social media trends. To remain a leader in the industry, Kotick and his team must continue to innovate and push the envelope of the gaming world. While nobody knows the real answer to what will come next for Activision, we can be sure that Bobby Kotick is not sitting on his laurels.
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