Activision

Game publishers EA and rival Activision Blizzard ( ATVi), in turn, have had mixed results trying to adapt.

同时，艺电、动视暴雪（Activision Blizzard）等游戏发行商在努力适应市场的过程中也开始力不从心。

About a decade ago, Bobby Kotick, chief executive of the video games company Activision Blizzard, flew to Kyoto to visit Nintendo.

大约10年前，视频游戏公司动视暴雪（Activision Blizzard）首席执行官鲍比科蒂克（Bobby Kotick）乘机飞往京都参观任天堂（Nintendo）。

World of Warcraft by Activision Blizzard, Inc. ( ATVI) still tops the list with the most registered players and peak simultaneous online users.

动视暴雪（Activision Blizzard）开发的《魔兽世界》（World of Warcraft）在注册用户和最高同时在线人数方面仍然排名榜首。

The game is being fine-tuned for PC gamers' use in China's Internet cafes, Activision said.

动视暴雪说，正在对该游戏进行微调，以方便中国电脑游戏玩家在网吧里玩。

Activision previously announced that the franchise had surpassed the$ 1 billion in global sales.

动视暴雪先前宣布，这款游戏的全球特许收入已超过了10亿美元。

The companies include some of the heavyweights of the industry, like Electronic Arts Productions, Insomniac Games, Activision and Disney.

这些公司中包括一些此行业的重量级公司，如电子艺界、失眠者游戏工作室、动视暴雪和迪士尼。

Top of his game; Bobby Kotick of Activision Blizzard has helped the video-game industry grow up;

游戏业的顶尖玩家；动视暴雪的鲍比·科迪克带动了电子游戏的茁壮成长；

How appropriate, then, that he has ended up as the boss of Activision Blizzard, the world's largest publisher of video games.

到头来，他成了世界最大的电子游戏发行商——动视暴雪的老板，也算是十分合理的。

But at Activision, Mr Kotick can be less generous with company funds.

但是在动视，科蒂克对公司的资金就没那么大度了。

Game-maker Activision rolled out the camouflaged carpet in a first ever game premiere at London's Leicester Square styled after Hollywood's red carpet affairs.

游戏开发商美国动视公司于好莱坞红毯秀后在伦敦莱斯特广场举办首映仪式揭开这部游戏的神秘面纱。

Activision will try to make money by selling items to help users play the game, such as enhancements for their weapons or extra gear.

动视暴雪将尝试通过出售游戏道具的方式来赚钱，如出售武器升级装置或额外装备等。

The move isn't Activision's first in China.

这次不是动视暴雪在中国的第一个动作。

Activision agreed to buy King for$ 5.9bn, creating a company with a combined audience of 500m monthly players.

动视同意斥资59亿美元收购King Digital，缔造一家拥有月均5亿玩家受众的公司。

Activision used the convention to debut its multiplayer gameplay for Sledgehammer Games" Call of Duty: Advanced Warfare, allowing attendees hands-on access to the November 3 release.

美国动视（Activision）在展览中首次公布了Sledgehammer Games工作室的多人游戏《使命召唤：高级战争》（Call of Duty:Advanced Warfare），现场玩家亲身体验了这款将于11月3日正式发布的游戏。

Although the deal gave Vivendi a 54% stake in the merged firm, Activision's management team was kept in place to run it.

尽管这次交易让威望迪在合并公司中占有54%的股权，但却是由动视的管理团队来运营。

Activision ( ATVI) is showing off new technology at the annual Game Developer's Conference, taking place in San Francisco this week.

美国动视（Activision）在上周于旧金山举办的一年一度的游戏开发者大会（Game Developer's Conference）上展示了他们的最新技术成果。

But, for the time being, Activision Blizzard still appears to be the one to beat.

但至少就当下而言，动视暴雪公司似乎依然是这一领域难以击败的王者。

At Activision Blizzard, by contrast, mobile provides just 6 per cent of sales ( excluding distribution), and mobile revenues have fallen by half from the same period last year.

相比之下，动视暴雪（Activision Blizzard）的手机只占销售的6%（不含分销），而且手机收入同比下降了一半。

Mr Wynn became his mentor, and was involved in 1991 when Mr Kotick took over Activision, a failing games publisher founded by former Atari employees.

永利成了科迪克的良师益友，并参与了科迪克1991年接管动视公司，这是一家濒临破产的游戏发行商，由雅达利前员工成立的。

Mr Kotick bought a stake of the company for$ 400000, moved it to Los Angeles and gave it back its original name: Activision.

科蒂克以40万美元购买了该公司的股份，将公司迁往洛杉矶，并重新启用了原有名称——动视（Activision）。

That is about as much as the world's two biggest video-game makers ( Electronic Arts and Activision Blizzard) combined.

如果这样的话，Zynga市值将差不多相当于电子艺界（Electronic Arts）以及Activision Blizzard这两家全世界最大的电子游戏公司的市值总和。

More than half of Activision Blizzard's operating profit now comes from subscriptions, he says: "'World of Warcraft' is the most stable form of profitable revenue in the industry."

现在动视暴雪一半以上的运营收入来自“魔兽”的收费，科迪克说：“‘魔兽世界'是这一产业中最稳定的盈利方式。”

Activision was quick to recognise that the Wii would broaden the appeal of gaming, and it is now the biggest producer of games for the Wii after Nintendo itself.

动视公司很快意识到遥控手柄能更广泛的吸引受众，如今动视公司已经成了继任天堂之后遥控手柄最大的生产商。

Mr Kotick's greatest coup was the merger of Activision with the gaming arm of Vivendi, a French media conglomerate, completed last year.

科迪克的绝顶高招要属去年完成的合并动视公司和威望迪游戏分支，威望迪是法国的一个媒体集团。

What is Activision Blizzard doing right?

那么，动视暴雪公司究竟对在哪里？

Vivendi could get bigger portion and better management resources from Activision.

Vivendi公司可以从Activision公司那里获得更大的份额和更好的管理资源.

Of those chief executives active in the role today, Activision Blizzard's Robert Kotick, Microchip Technology's Steve Sanghi, and Nvidia's Jen-Hsun Huang exceed Chambers" tenure.

目前的首席执行官中，动视暴雪（Activision Blizzard）的罗伯特•科蒂克、微芯科技（Microchip Technology）的史蒂夫•桑吉和Nvidia的黄仁勋，任期都超过了钱伯斯。

This has led to criticism that Activision's approach is too dependent on exploiting and re-exploiting franchises.

这也遭到了不少批评，指责动视公司只会一味地依靠对现有游戏的重复研发。

Consider these statistics released by Activision.

这里列的是一些由美国动视公司公布的统计数据。

The China version isn't simply a rehash of existing titles: It's completely new, with a different design and storyline that took two years to produce, Activision said.

动视暴雪说，中国版《使命召唤》并不是对现有游戏的略加改动，而是有着不同设计和故事情节的全新版本，耗时两年才制作完成。