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EA电子艺界预计出售所持育碧股份主攻手机游戏市场

发布时间:2010-07-17 05:22:45 Tags:,,

据国际财经时报的消息,美国电子艺界公司预计将出售自己所持的法国育碧软件14.8%的股份,该公司在2004年购进育碧股份的时候最高峰曾占股20%。分析表示,电子艺界此举意在对外宣布他们将未来的主攻方向定位在手机游戏市场。

ea

ea

Lazard Capital Markets游戏分析师Colin Sebastian(克林-塞班斯迪安)认为,在现在这个节点上,EA需要在完全并购或者出售所持育碧的股份进行选择。现在EA将出售育碧的股份意味着他们将把主要的精力从传统的游戏市场转向手机游戏市场。

据数据分析公司Flurry的测算,2009年手机游戏市场收益已经达到了掌机游戏市场的19%。增速从2008年的5%来到了2009年的14%。而与此同时,据数据分析公司NPD的数据显示传统游戏领域的市场从11.7亿美元回落到2009年的11亿美元,跌幅为6%。

数据咨询公司TechSavvy的首席执行官Scott Steinberg认为出售育碧股份比并购育碧是更明智的行为。

育碧

育碧

Electronic Arts plans to sell its entire stake in Ubisoft, in a move seen as a shift to the mobile games industry.

The popular Redwood City, Calif. based video game publisher confirmed that it is selling its position in the France-based Ubisoft. It said in a statement the company said, “Our strategic priorities have changed since we first bought into Ubisoft. Recently, the stake had become more of a financial investment than a strategic one.”

Electronic Arts owns 14.8 percent of Ubisoft, somewhat less than the 20 percent it purchased in 2004. The move could indicate a shift away from the traditional packaged games to those on mobile phones.

“At some point, Electronic Arts had to decide whether to liquidate the shares of Ubisoft or acquire the company,” said Colin Sebastian, video game analyst at Lazard Capital Markets. “By doing this, they are embracing mobile games and making their focus less about packaged goods games. From that point of view, you might start to see Electronic Arts make more acquisitions in that sector.”

Sebastian said times have changed since Electronic Arts bought the stake in Ubisoft six years ago. “Packaged games was a high-grossing industry back then. Ubisoft had a lot of popular games on consoles like PS2. Most of the growth today is from emerging platforms,” he said.

Data from the research firm Flurry Analytics showed that measured by revenue from portable game software, nothing grew faster than games on the iPhone OS. In 2009, games on the iPhone represented 19 percent of portable game software revenue, up 14 percent from five percent in 2008.

Research firm NPD Group reported that sales of video game software and hardware retail sales were at $1.1 billion, down six percent in June from the prior year when it was $1.17 billion.

Scott Steinberg, head of video game researching firm TechSavvy Global, said selling its stake in Ubisoft was a smart move for Electronic Arts as acquiring it completely would have made little sense.

“Electronic Arts, like many, is moving away from the boxed product model. Ubisoft is driven by that model. Electronic Arts has their own products in that wheelhouse. They don’t need to add more, take on more overhead and potentially face some redundancies. It doesn’t make sense to take on a piece of the business that they already have covered,” Steinberg said.

Instead, like Sebastian, Steinberg sees more acquisitions from Electronic Arts in the emerging markets such as mobile games and also online web games such as the popular Facebook game, Farmville.

“I suspect they’ll look for more nimble start-ups to rapidly expand into new markets like apps for smartphones or social networks,” Steinberg said.

Electronic Arts’ purchase of Ubisoft, which is known for the “Prince of Persia” and “Assassin’s Creed” games, was controversial at the time. Ubisoft claimed it was an unwelcome development and that it would like to have remained independent.


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