Activision Expands Popular Game Brands to iPhone

During a recent conference call, Activision’s CEO, Bobby Kotick, shed light on the company’s strategic moves into the iPhone market. While indie developers have seen varying levels of success on the App Store, larger entities like Activision face challenges due to the high costs associated with big game development, which do not always guarantee substantial returns.

Kotick highlighted that while Activision remains cautious, they are keen on “selectively expanding our brands” to platforms such as the iPhone, hinting at upcoming projects like Guitar Hero for Apple’s device. The focus appears to be more on brand expansion rather than direct revenue generation, as evidenced by Blizzard’s Mobile Authenticator for World of Warcraft, which is not a game but a tool to enhance user engagement with the brand.

Despite these challenges, Activision has managed to release successful titles, such as the first downloadable map pack for the popular World at War: Zombies game.

Priced at $5, this pack builds on the $10 base app and introduces a new map that significantly expands the game’s world. It also includes additional perks and content.

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Jacob is a dedicated writer for TUAW, bringing readers the latest and most insightful news about Apple products. With a keen eye for detail and a deep understanding of the tech world, Jacob covers everything from the newest iPhone releases to the latest updates on macOS. His articles are known for their clarity and depth, making complex topics accessible to all. Whether it’s the Apple Watch, iPad, or MacBook, Jacob’s expertise ensures that TUAW readers are always well-informed.