Pachter: “Monetization of multiplayer” a great opportunity for publishers
Analyst disappointed in lack of Call of Duty online subscription service.
Wedbush Morgan’s Michael Pachter, probably the most well-known analyst in the games industry, has said that the “monetization” of online multiplayer is one of the “greatest opportunities” for publishers, and that he is “disappointed” in Activision’s decision not to begin charging users for access to Call of Duty’s multiplayer.
“We were disappointed to hear Activision’s new head of publishing flatly deny the company’s plans to charge for multiplayer,” he told IndustryGamers.
“We firmly believe that until the publishers address monetization of multiplayer, game sales will continue to be challenged by the publishers’ altruistic decision to provide significantly more entertainment value per hour than ever in history.”
“In our view, monetization of multiplayer is one of the greatest opportunities for the publishers, and we think that it would be a serious strategic error to pass on this opportunity,” added Pachter.
If you’re wondering why he uses the first-person plural there, it’s because he’s speaking on behalf of the publishers’ shareholders, who, as Pachter says, “can only hope that each (publisher) implements plans to address the impact of increasing free multiplayer going forward.”
I’m sure our Deputy Editor would beg to differ, Mr. Pachter.
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