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  • Blizzard cheap wow gold Entertainment, a division of Activision Blizzard (NASDAQ:ATVI), hosted its annual BlizzCon on Friday and Saturday at the Anaheim Convention Center in Anaheim, CA. The two day video game festival highlighted Blizzard's focus on its player communities and the players' high level of loyalty to the company's game titles.

    At a 52 week high, Activision's stock has become a recent market leader while its P/E ratio remains a relatively low 25.

    This year's BlizzCon featured competitions among Blizzard's elite players, costume and dance contests hosted by comedian Jay Mohr, a concert headlined by the Foo Fighters and forums with Blizzard's developers. Estimated attendance was 25,000 with hundreds of thousands watching online and through a Pay Per View from DIRECTV (DTV). Attendees and those with virtual tickets received in game gifts from Blizzard. This year's event was the 6th consecutive sellout, with Activision stating the sellout occurred within seconds of tickets ($175) being offered.

    The Blizzard division represents over one third of Activision's total revenue and generated $1.7 billion of the top line over the past twelve months. This revenue is generated by Blizzard's three titles: Warcraft, Starcraft and Diablo. Each of these franchises should see a major expansion in the coming year along with increased monetization opportunities. Additionally, these primarily PC based games have an above average margin level for the company.

    Titles Starcraft is a futuristic RTS (real time strategy) game based on military science. The original Starcraft is widely recognized as defining the RTS genre. Last year Starcraft II was released and became the fastest selling RTS in history. Future monetization will be realized through two major expansion packs along with an online map marketplace.

    Diablo is a dark, fantasy role playing game. The original two titles have sold over 20 million units. Diablo III is scheduled for release during the first half of 2012. Future monetization will come primarily from the sale of this main title. However, this third iteration will also feature an auction house where players can list equipment for sale. Blizzard will charge listing fees on the auction site.

    Bizzard's flagship title, World of Warcraft, should also see an expansion next year. World of Warcraft is a MMO, massively multiplayer online, interactive role playing game. Details of the highly anticipated expansion were discussed on Friday. Titled Mists of Pandaria, the expansion features a new race of characters, a new playable class, and a new top level. Players will also enjoy a large new territory to explore, new scenario challenges, and previously unseen competitive modes.

    The new title is an obvious nod to the growing audience in China (see previous article). Pandaria is a continent based on an eastern culture with the new character being a panda derivative and the new character class a monk. Activision distributes its Blizzard titles in China through a company called NetEase (NASDAQ:NTES), which must gain Chinese censor support for all releases. NetEase has grown the World of Warcraft audience in China, while expansion of western audience has been slow. The eastern flavor of the expansion is sure to please both the growing market in China along with government officials.

    BlizzCon is also important to the companies that provide hardware to gamers. This year's official sponsors included, among others, Intel (NASDAQ:INTC), Nvidia (NASDAQ:NVDA), and DIRECTV. As mentioned above, DIRECTV offered coverage of the conference panels and events as a Pay Per View. More importantly, computer hardware providers see BlizzCon as an opportunity to showcase their wares to a quality conscious consumer base.

    Summary The Blizzard division represents a large portion of Activision Blizzard's total revenue. The key franchises at Blizzard are sure to grow over the coming year with major expansions envisioned for each title. When taken in together with Activision's other growth prospects (see this article), the company represents a significant growth opportunity at a relatively low price to earnings ratio.

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