Daily Archives: August 5, 2016

I Bet Blizzard Really Wants to Mention Subscription Numbers About Now…

World of Warcraft remains the No. 1 subscription‐based MMORPG in the
world.

Activision Blizzard Q2 2016 Financial Results

It is easy to justify dumping a metric when it isn’t portraying you well.  But once you’ve publicly vowed never to bring that metric up again, and suddenly it might show you in a good light, what do you do?

Apparently you beat around the bush hinting about it.

Yesterday was the Activision Blizzard call for the Q2 2016 financial results.  All the data and slides are over at the investor relations site.

ActiBlizz450

The company had plenty of good news to report.  Revenue was strong, their monthly active user (MAU) metric was up, and they had a hot new title to brag about in Overwatch, which has sales in the $500 million range to date.

They also highlighted Blizzard in general, which had strong growth, and World of Warcraft in particular.  Along with the quote at the top of the post, they say:

…strong pre-expansion momentum for World of Warcraft.

World of Warcraft MAUs double digit growth quarter-over-quarter and year-over-year

[Legion] per-purchases tracking in-line with the last expansion.

Strong momentum in China following the Warcraft film…

That all sounds great, but they are just words.  What does “momentum” really mean here?  If you don’t publish per-game MAUs, which are a bullshit metric anyway, is double really that good?  Why aren’t they ten times better?  And if you make the claim that your game is the #1 subscription based MMORPG, I think it is incumbent on you to back that claim up.

Yes, the categories on the balance sheet where WoW fits in are up quite a bit, a sign that something is going on.  And if you’re playing WoW right now, it likely “feels” like the so-called “momentum” is building, that more players are back in the game.  I doubt anybody would seriously argue, with the WoW Legion expansion this close, that numbers are not up.

But you know what would seal the deal?  A nice little statement about how, at the end of Q2 2016, back on June 30th, after a year long content drought, subscriptions were already trending up on anticipation of the expansion with a hard number.  Anything higher that 5.5 million would do, though I think if they could have said 7 million it would have been a massive validation that the game is still strong and still has its own legion of loyal fans.

But instead, last November, when things were down, Blizz said they were not going to talk about subscription numbers any more.

I made what I felt was the case for continuing to report them every quarter.  Saying you’re number one is fine, but it isn’t news.  Trotting out a 7 digit subscription number though, that guarantees some headlines, be it up, down, or stable.  That gets your game in the eye of the press and being talked about.

I wonder, if WoW Legion does well, really well, and subscriptions are up into 8 digit figures again, if Blizzard will be content to just claim they are number one still, or will they roll out a special press release for that?