Activision wants to bring all its brands to mobile, promises big marketing drive

By Dave Cook, Friday, 24 August 2012 12:51 GMT

Activision is upping its mobile strategy, according to Greg Canessa, the publisher’s vice president of mobile. CVG reports that Activision is looking back at its legacy of titles in determining which games to bring to mobile, and how it will use its huge marketing capacity to make you pay attention to them.

Canessa laid out Activision’s mobile ambition, “We have a rich thirty-year history from the Atari days to the Blizzard merger. We have about 350 different brands and IPs to work with. That’s legacy IP, that’s triple-A IP and that’s licences with other companies.”

On the issue of particular titles, Canessa couldn’t say much, but he did highlight the advantage of having an extensive pot of existing IP ripe for the mobile, “The creation of new IP is expensive, and when you consider how much money we spend on marketing our IP, we can apply that halo affect to our mobile properties.”

“That gives us a tremendous advantage,” he added, “You are going to continue to see us take advantage of our big marketing campaigns to help our mobile products too.”

Thanks CVG.

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