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Blizzard – We Rely on Retail

Posted on October 13, 2011 AT 06:23am

THE BUZZ: Traditional PC developer Blizzard revealed it relies heavily on retail sales to create hits.

“We rely on retail a great deal,” said Michael Ryder, International VP of Blizzard. ”We have a strong partnership with retail, and a strong relationship with the Activision Blizzard sales force in Europe and North America. The retail component of our business is important because we aren’t doing this by ourselves. You are probably also aware of the midnight launches last year with our products. And we are always open to new ways where both parties can benefit.”

EGM’s TAKE: That’s the thing about digital distribution — it’s hard to make a party around it. Games are becoming more and  more social at the same time distribution is trying to move away from human contact. It’s a paradox that won’t be easilly, or quickly, figured out.

Source: MCV

Matthew Bennett, Associate Editor
Matthew Bennett finally got his big break with EGM three years ago, following years of volunteer work for various sites. An ability to go many hours without sleep and a quick wit make him ideal for his role as associate editor at He often thinks back to the days when the very idea of this career seemed like nothing but an impossible dream. Follow him on Twitter @mattyjb89. Meet the rest of the crew.

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