Activision eying up EA sports market

The world’s largest third party publisher Activision Blizzard has once again squared up to former king EA by stating that it would consider making a move into the sports genre – though only if the right opportunity comes its way.

"[The sports category] certainly has the characteristics of a category that would be interesting to us,” president and CEO Mark Griffith told IndustryGamers.



“But we would have to convince ourselves that we could enter successfully, accomplish leadership and that we'd have something new and different to bring to the party.

"Right now the barriers to entry there are pretty significant, but it is certainly the size of a category that we would be interested in.”

Activision is currently preparing a bold foray into the racing genre with Bizarre Creations’ Blur, described as Mario Kart for the more mature market.