Will Activision Mobile Publishing Challenge Chillingo in the Pursuit of the Next Angry Birds?
If there’s been something that’s been rather surprising on iOS, it’s been that Activision Blizzard has not been very involved on the platform. While Geometry Wars, Call of Duty Zombies and Skylanders have all made appearances on iOS, the publisher has been otherwise quiet compared to competitors like EA. That may be changing, as Activision has announced that they are launching a mobile publishing initiative. As well, they are partnering with Flurry to provide the analytics to help discover titles to join this initiative.
The new publishing arm will be called Activision Mobile Publishing, and Activision Publishing CEO Eric Hishberg notes that “Activision and Flurry are uniquely qualified to provide mobile developers with funding, resources and unmatched marketing expertise, while also allowing them to retain their intellectual property. We are confident this relationship and our new platform will yield significant results and are excited to launch it.”
Essentially, it sounds like what Activision wants is a Chillingo of their own. Many of those functions are what Chillingo, who were acquired by EA, provide to developers. Beyond the many high-ranked titles that Chillingo has put out, they also published two of the biggest smash hits on the App Store: Angry Birds and Cut the Rope. It gives Chillingo a lot of clout, and makes those that cover the market pay attention to their games; any of them could easily be that next transcendent hit.
However, Chillingo is still a very independent arm of EA, as each label publishes their own titles. Activision Mobile Publishing would be the spearhead of Activision’s mobile efforts, and it seems as if they think that this would be the key to success, to get in on the ground with independent developers, the ones who know this market the best. By combining forces with Flurry to get their analytics and to try and figure out this market that they’re still inexperienced in, it may help lead Activision Mobile Publishing to potential success, even if that name is a mouthful.