Having prepped Bizarre Creations to help drive its expansion into racing games with Blur, Activision has now set its sights on a new genre: action games.
Activision Publishing's CEO and president Mike Griffith revealed to Develop at E3 last week that his next target is the $4bn genre in which the firm has no major presence as yet.
Despite despite his stringent approach to new IP, he wants the company to stake a claim on an area of gaming which is worth $4bn.
The move is part of a far-reaching strategy by the publisher to secure a larger market share in Europe - and, of course, globally.
“New IP is risky – most of them fail. Our approach is balanced and measured, very selective,” explained Griffiths. This year the publisher launches two new properties, open world game Prototype and FPS Singularity.
He added: “But the action genre is $4bn in size. That will be our next major entry into a space where we are significantly under-developed.
"We haven’t detailed any specifics yet, that will come later, but it will be a very similar approach to our strategy in racing, where there was a big opportunity and the consumers weren’t being served.”