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Activision to spend $500 million developing and promoting Destiny

Posted on May 6, 2014 AT 10:51am

Activision’s investment in Bungie’s post-Halo IP Destiny runs so deep the company plans to spend $500 million developing and promoting the shared-world shooter, Reuters reports.

The $500 marketing figure was revealed by Activision CEO Bobby Kotick during the Milken Institute Global Conference in LA last week. An Activision spokesperson confirmed the figure’s accuracy with Reuters, pointing out that it also covers marketing, packaging, infrastructure support, royalties, and more.

According to analysts, $500 million would set a record for money spent on a single game, let alone one new and unproven like Destiny. And in order to break even, Destiny would have to sell between 15 and 16 million units—roughly half what Grand Theft Auto V moved since launching in September 2013 and February of this year.

That same month, Kotick stated in the company’s Q4 2013 financial earnings that Activision expected Destiny to be the company’s ”next billion-dollar franchise.”

Destiny launches across PS4, Xbox One, PS3, and Xbox 360 September 9 worldwide. Bungie recently released a short dev diary touching on how loot drops and weapon and armor customization work.

Source: Reuters

Chris Holzworth, News Editor
Chris Holzworth has wanted to write about games all his life. He first cut his teeth writing for enthusiast sites such as RPGFan, and after writing for just about every other enthusiast website he could came across, wound up as EGM's east coast news correspondent (read: editorial intern) before relocating to LA to serve as news editor. You can follow his rants about storytelling on Twitter @manadrive.[Meet the rest of the crew]

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