Chief executive of Activision Bobby Kotick believes that even if a publishing rival was to invest $1 billion on a new MMO franchise, they would still struggle to take on Blizzard's World Of Warcraft.
Speaking at the Goldman Sachs Technology Investment Symposium 2008 conference, Kotick said:
"[Blizzard] has probably half a billion dollars invested in the franchise over 15 years. They have hundreds of people involved in refreshing the content every year…
"We don't think that even if we made the $500 million or billion-dollar investment to make a World of Warcraft competitor that we would even be successful doing it."
"When you look at Lucas and EA and Microsoft and Sony--and you pick the venture capitalist--and look at all the money that's already gone to these businesses that have failed, there didn't seem a likelihood that even a well-managed company like Activision would have the prospect for profit anytime soon in this category. And so that became very apparent to us."