How to Study Game Publishers: Activision Blizzard’s Corporate History

Abstract

There is little disagreement among game scholars about the important, if not crucial role of game publishers in the wider game industry. Yet, there is surprisingly little literature on the role of individual game publishers, let alone their publishing strategies. Drawing on critical political economic theory, document analysis is conducted on financial statements of global game publisher Activision Blizzard. Its 2010 publishing deal with game studio Bungie and the 2015 acquisition of King Digital Entertainment serve as case studies to analyse game publishers’ role in the formatting of cultural commodities and the subsequent rationalization of game production. Despite the increased accessibility of game development and distribution platforms, publishing power is still a significant institutional force to be reckoned with.