Nude said:
WoW isn't a fad, but it is suffering. Recent announcements of new features and yet another content expansion aren't being driven by a desire to flesh out a growing franchise but by the need to attract old customers back into the game. And unless Blizzard can manage to make SC2 as wildly popular an MMO, they will be essentially a one trick pony. Compare to XBox Live Gold, which provide many more games for half of the monthly subscription fee. I'm not dissing Blizzard, I still play Diablo2 from time to time, but I'm not paying for battle.net or a WoW subscription when the only new thing in the game is the scenery.
I wouldn't mix your personal views on what you think of the games with investment outcome. I think that's a mistake. It's glaringly easy to see that "obvious" things like graphics are not up to par with other titles. Where is your source regarding WoW "suffering"? I don't have any data source indicating this myself - apart from WoW being offline in China, which has mroe to do with government meddling then lack of consumer interest.
What's not so obvious is that there's an enormous hurdle to go over for a competitor to achieve the same quality of service. Literally thousands of technical support people are employed by Blizzard, avalable to help with game issues of any kind. A large scale IT infrastructure has been setup to distribute this large scale user base and make the game accessible at all times.
The investments required to match this people & technical infrastructure completely dwarfs the 10-30M$ that would be required to do a thorough graphics update.
Nude said:
On top of that, video gaming is the perfect example of a discretionary expense that will be the first to get cut in hard times. The higher the unemployment levels rise, the more belt tightening occurs, the lower their subscription base falls. In that scenario, games with great playability and no recurring charges win out over subscription-based games.
I'm not calling for the collapse of Activision's share price, but it wouldn't surprise me either. The fundamentals aren't the same as they were in 2005-07 and Blizzard was clearly bought at the top of the market.
I think if that were the case that scenario would have materialized by now. A drastic exodus of customers would have shown up in the earnings - which have been exactly on target for the last year.
Blizzard wasn't bought at all, by the way. The parent company operated a merger of Activision and Blizzard, with both companies having similar market caps. Even today the stock stands a mere 8% below the merger tender offer price; nothing indicates that this offer was terribly inflated right now.
I have been following and owning Activison Blizzard for quite a while and the "death" of WoW has been clamored for for years at this point. I thought the same as well, but I've changed my views and now view it the same way as a pay-per-month service like NetFlix, or cable. There's a significant part of the user base for which the game is simply a basic utility service for entertainment, not a one-time purchase.
I'm going to wait and see on the discretionary spending issue. With Starcraft 2 6-7 years in the making, how many fans will say "screw it - this took years to finally get a sequal I've been wanting but I can't afford 50$ for this game?". There are many more stocks (such as Netflix, Amazon) that rely on discretionary spending that have been flying way more than Activison. The spending issue seems overstated; people didn't use HELOCs to buy videogames.
As I stated, the whole thing about hyping up one game or thinking some other game will fail are of somewhat secondary interest. 95% of games perform somewhere along to expectations, so straying from that is just taking long shots at speculation. At this moment, the next Modern Warfare is the most pre-ordered game in stores so the whole idea that some cataclysmic event will nullify all that is really stretching it.
As I said, I'm more interested in numbers and valuations. The games will perform as expected. The question is calculating accurate margins and accurately assessing all sources of income.