“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.