Starcraft II: old-fashioned and new recipes
The Zerg, Protoss and Terrans are back. The three races battling in the legendary game of real-time strategy StarCraft landed Monday on PCs around the world after twelve years of absence. Fnac des Champs-Elysees the game will go on sale 22 hours. The first version of this futuristic war of the worlds had sold 11 million copies.
The publisher Activision Blizzard (Vivendi) is certain: Starcraft II (sold $ 60) will also be a success. During a meeting with analysts, reports the Wall Street Journal, Bobby Kotick, chief editor, said that Starcraft II was one of the "seven pillars of opportunity" of his group. Each of these "pillars" should generate between 500 million and 1 billion dollars during his life.
If Activision Blizzard does not want to reveal the cost of developing new work, the game should be very profitable thanks to increasing revenue. Beyond the 60 euros of the sale price of the base game, players will be encouraged to buy add-ons (weapons, missions) throughout its progress in the game All this, via micro-transactions online.
"Captive audience"
The advantage? "This results in recurring revenues and customer becomes captive, publishers building online communities around their titles, decrypts Richard Beaudou, video games analyst at Natixis. "This model comes from Japan and invaded Europe in two years." Gross margin games designed on this model reaches 50%, against 15-25% for conventional.
The launch of Starcraft could however be overshadowed by a lackluster.Video game sales fell 6% over the first five months of the year in the United States, according to the institute reference NPD Group. Activision Blizzard executives remain confident. "StarCraft II will not fail to customers," he assured Bobby Kotick at the E3 video games fair in Las Vegas. "Several million people are still playing the first version of the game when it was released just over ten years."
Cows
Activision Blizzard hopes to replicate the success of World of Warcraft, Call of Duty or Guitar Hero, all blockbusters. These securities have become over time real cash cows, each new version is proving to be a commercial success.The latest edition of World of Warcraft and Call of Duty have enabled the group to see its turnover soar 33% in first quarter 2010, against the current market.
On Monday in early trading, Activision Blizzard title earned 1.54%, to 11.91 dollars at the NYSE.
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