Call of Duty fans will have a good time as Activision Blizzard Inc. (ATVI) celebrates its first Call of Duty community event on a grand scale with Call of Duty XP 2011 at Los Angeles on Sept 2 and 3. The whole event is being organized in the confines of a 12-acre compound in urban LA and is expected to be attended by more than 6000 fans.
Taking this opportunity, Activision will be premiering its much-hyped game, Call of Duty: Modern Warfare 3 multiplayer. Gamers will have the opportunity of enjoying the multiplayer game well in advance of its scheduled launch, on November 8, 2011, with the new feature of Spec Ops survival co-op mode.
Additionally, Call of Duty Elite, an innovative new online service that enriches the Call of Duty multiplayer experience, will be on display with all its features.
The event will also feature a series of real-world Call of Duty action-experiences and gaming competitions. As a bonus, there is also a $1 million prize to be given away by the event’s lead sponsor, Microsoft Corp (MSFT), to the winner of the Call of Duty tournament to be held during the event. Other attractions include discussion panels and interactions with Call of Duty developers, Onsite Call of Duty armory and museum and a host of other activities.
The fans have to dish out $150 for a ticket to be available from July 19, 2011, or be content with watching the event on television or through the web. Of course, there will no doubt be a constant stream of photos and status updates via social media outlets, such as Facebook and Twitter.
Activision has been focusing on the digital arena, as evident from its online service Call of Duty Elite. Activision has recognized the digital medium to be the future of gaming and major publications have therefore been digitized in recent times. While related technology costs could increase in the near term, the digitization should ultimately lower costs and expand margins.
However, Activision continues to face tough competition from Electronic Arts Inc. (ERTS) and Take-Two Interactive Software Inc. (TTWO). The absence of the company in the social gaming sphere will also be a headwind going forward.
We maintain our Neutral rating over the long term (6-12 months). Currently, we have a Zacks #2 Rank for Activision Blizzard, which implies a Buy rating in the short term (1-3 months).
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