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迪士尼并购playdom展露了他们在游戏工业的企图心

发布时间:2010-08-04 01:24:34 Tags:,,

Janco Partners的行业分析师Michael Hickey表示迪士尼对playdom的并购看起来充满了企图心,他确信迪士尼看中了游戏领域的增长潜力。RBC Capital Market的David Bank也认为超过5亿美元的大手笔并购在于playdom处在于一个高速增长的行业的领先位置。

Disney

Disney

在迪士尼首席执行官Robert Iger在任的五年时间里,迪士尼总共执行了将近130亿美元的市场并购。而最近他们的市场兴趣点在于游戏工业,目前他们以6亿6000万美元的价格出售了旗下的Miramax而以5亿6300万美元的高价并购了社交游戏公司playdom。

而另外一个谣传说迪士尼正在洽购全球游戏工业巨头Electronic Arts。当然现在社交游戏领域依然有为数众多的优质企业可供备选,诸如CrowdStar以及QuizMonster。

Its $660 million divestiture of Miramax and $563 million acquisition of Playdom  are just the latest moves the company is making in an effort to transform its business. The most representative deal from a strategy standpoint came last summer, however, when Disney agreed to acquire Marvel Entertainment for $4 billion.

It’s a similar game plan to what worked so well with Pixar: Acquire, franchise and watch the business grow. During CEO Robert Iger’s five years at CEO, Disney’s acquisitions have totaled nearly $13 billion. While Iger seems like a big spender, he’s no Michael Eisner, which topped that number with just one acquisition — the Capital Cities/ ABC acquisition for $19 billion in 1996.

Disney’s recent interest in the gaming business, especially application-based gaming business is no shocker. As the movie industry moves online and entertainment becomes a more social phenomena, Iger has shown a willingness to adapt.

Some of the moves have been from standard corporate toolkit, such as swapping executive positions and re-designing retail stores. Others are more innovative. For example, with the help of board member Steve Jobs, better known as the CEO of Apple Inc.(AAPL), Iger and Disney are building a digital entertainment cross-platform system called Keychest, which will allow Disney customers to transport movies and games from phone, to console, to computer; and to television.

Playdom and Tapulous, which Disney agreed to acquire in early July, give the Dow component access to the gaming world of Facebook and iPhone apps. Combine that with the social networking platform it has in Club Penguin and Disney’s own gaming capabilities, such as Toontown, and you have a franchise network set for a superhero, or several.

“The fastest way to grow their gaming business is on the casual side. Playdom is one of the biggest players in the space,” said RBC Capital Market’s David Bank. “Even a $500 million acquisition is a needle mover for Disney. They can afford to take some swings that other smaller brands could not afford.”

While the strategy seems sound, there is some feeling that Disney overpaid for its recent entrance into social gaming.

“The purchase price [for Playdom] seems aggressive. I’m sure they are looking at growth in the space,” says Michael Hickey, an analyst atJanco Partners told TheStreet in a phone interview. “It’s still the early days and it could lead to a 30% increase in topline growth. There are a lot of marketing ops through the target and maybe they are trying to appeal to the non-Disney audience through this acquisition.”

RBC Capital’s Hickey expects Disney to go after more companies in the social app space, but he believes rumors about Disney wanting to acquire Electronic Arts(ERTS) can finally be put to rest.

Still, there are plenty of targets in the social gaming arena worth looking at including CrowdStar, RockYou!, and QuizMonster.

Disney shares are up around 7% so far in 2010, and although the stock initially dipped in the wake of the Playdom deal, it has gained back what little ground it lost. Shares closed Monday at

$34.48, 20 cents above where the stock was on July 26, the day before the acquisition was announced.


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