Activision-Blizzard Marketing Analysis

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Activision Blizzard, Inc. is located in Santa Monica, CA. They are responsible for creating and publishing video games and accessories. These games are distributed and available on a wide range of platforms across the globe. Additionally, Activision Blizzard maintains and operates, a online-game service in which players can connect via the internet and play with each other online. Activision Blizzard has created some of the most recognized and successful game franchises including, Call of Duty, Guitar Hero, Tony Hawk, Spider-Man, James Bond, Starcraft, Diablo, Warcraft, and the number 1 online subscription-based game in the world, World of Warcraft. Activision Blizzard, Inc. takes part in licensing agreements that enable them to publish games based on another company’s products. For example, in order to create and publish the Spider-Man franchise, license agreements were obtained with Marvel. BUSINESS AND GROWTH STRATEGIES The strongest areas for growth recently have been in the online gaming sector. The market for online-based games has grown dramatically. Since 2000, online subscriptions for massively multiplayer online games has risen by an average of 47% per year in the US. Activision Blizzard is positioned perfectly for this with the current presence of World of Warcraft. The largest market that is poised for rapid growth in the video game industry is China. As their economy shifts, more and more gaming consumers are at the forefront of this industry. With a sales office, distributing center, and studio already in Shanghai, China, Activision Blizzard is ready to handle the increased capacity that is stemming from the Chinese market. SWOT Analysis Strengths • Strong line of successful game franchises that can be expanded. • Licensing agreements with major companies to produce big-name titles. • Positioned for continued success from

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