Wedbush Morgan analyst Michael Pachter is predicting that NPD
will show that publisher Activision Blizzard is going to bring in
455 million in U.S. revenue in the month of November. Pachter
also predicts that 6 million units of Call of Duty: Modern Warfare
2 will be sold.
These two predictions do not make sense, considering November
2008 numbers. At that time, as the financial crisis hit the
market, Call of Duty and Guitar Hero accounted for around two
thirds of overall Activision revenue. One-third, or around
110 million was catalog titles. Pachter is suggesting in his
research that the new Call of Duty will bring in around 360 million
revenue and their entire catalog and newer titles will only account
for 95 million more.
The reason that does not make sense is they had four high price
point titles on the market in Novemeber: a Cabela's shooter game at
$120, Band Hero at $200, Tony Hawk Ride at $120, and DJ Hero at
$120. Each of these games is on several SKUs. His
suggestion is that none of these titles will break 100,000 units
sold combined, since one would still have to account for the rest
of the catalog.
Let's say Mr. Pachter is overestimating Call of Duty's sales and
it should be more like 5 million or 300 million in revenue (which
is more likely given the information that is available). If
we put the high price point titles at around 250,000 unit sales
each (which would still be a massive failure at retail), then we
get around 100 million revenue. Since catalog was 110 million
last year, it would be a stretch to drop that estimate under 55
million.
In other words, look for Activision Blizzard to exceed Mr.
Pachter's estimate.
Disclosure: author has no
position in Activision