) has every reason to cheer as its wholly-owned subsidiary
Activision Publishing gears up for "SWAPtober" celebrations,
ahead of the Skylanders SWAP Force launch on Sunday, Oct 13.
To launch SWAPtober in a big way, Activision will be giving
away one Skylanders SWAP Force Starter Pack per day from October
1 till October 31 through the official channel "Skylanders
Twitter" (@SkylandersGames). Moreover, website administrators can
visit "Skylanders.com" to make the optimum combination of SWAP
A series of events precede the actual launch of the game. To
begin with, on Oct 10, Skylanders, in partnership with Toys"R"Us
will organize a celebration in Times Square, giving fans a chance
to play the game for the first time.
Going forward, on Oct 12 and 13, the Toys"R"Us international
flagship store in New York City is expected to celebrate the
Skylanders SWAP Force
with a one-of-a-kind in-store experience, which would include
game demos as well as giveaways.
Apart from winning a number of awards, the game also featured
in the "Holiday Hot Toy List" published by Toys"R"Us. We believe
the popularity of the
franchise has led to the creation of toys and other merchandise
modeled on the game.
Moreover, Activision's timely initiative of rolling out a
mobile version of
Skylanders Cloud Patrol
) iTunes App store and
) Kindle Fire also enhanced the popularity of the franchise in
The company had earlier tasted success with its blockbuster
first person shooter ("FPS") game
Call of Duty: Black Ops 2
, which topped the NPD's top 2012 games list.
However, shooting games are losing out on popularityfollowing
the Connecticut school shooting incident that left 28 people
(including 20 children) dead on Dec15, 2012. The tragic incident
has brought shooting franchises such as
Call of Duty
Medal of Honor
under strict scrutiny for using weapons and promoting violence
Considering the aforementioned facts, we believe that
franchises such as Skylanders, which is mainly targeted at kids,
has significant opportunity to grab market share going forward.
Skylanders not only diversifies Activision's gaming portfolio but
also expands its revenue stream. On the other hand, the company
can face competition from other players, who are planning to come
out with similar games in the near future.
Currently, Activision has a Zacks Rank #3 (Hold).
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