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Differentiation (Porter's Generic Competitive Strategies 2019). The company offers different
products from its competitors and always seek new and innovative ways to keep its customers
engaged. Its games like Call of Duty and Candy Crush have to keep engaged billions of people
for billions of hours. It also conducts online tournaments to keep its customers engaged and
always brings out innovative products and innovation to the existing games to attract new
customers as well as retaining the old ones. (Gamers from Around the World Gather for Gaming,
Industry Analysis
Activision Blizzard is an important player in the Multimedia and Graphics Software industry.
This industry can be analyzed using Michael Porter’s five forces analysis.
The threat to entry in the industry is high. This is because the entry to this industry does not
require much investment in terms of financial resources. The major resource is intellectual
resources and anyone with relevant skills can enter into the Multimedia & Graphics software
industry. Moreover, these new entrants often enter with a lower pricing strategy and thus often
capture the market share of existing players. In order to tackle the threat of new entrants,
Activision needs to continuously provide new and innovative products in order to retain old
customers as well as attracting new customers. It also needs to reduce its costs through
economies of scales in order to improve its products. However, innovate products is the main
reason for success in this industry and so Activision needs to keep investing in research and
development in order to offer new and exciting products to the customers. (Zhuo 2017)
The companies in the industries mainly rely on intellectual resources and that is the main selling
point for them, the innovative gaming and multimedia products. The companies in the industry
purchase their raw materials form numerous suppliers like computer manufacturers and other
technology products and service providers. There are numerous suppliers of these components
and therefore the supplier power is quite low. Moreover, the sheer size of Activision also
increases its own power as a buyer. However, the suppliers in the dominant position like those
with the breakthrough innovation in product or service can charge premium prices for their
product or service and Activision would be compelled to buy from those suppliers on their terms
The bargaining power of buyers is high in the industry. This is because the buyers in the market
are very demanding and always want innovative products and there are numerous competitors in
the market competing with ever more innovative products. Therefore, each company needs to
keep in introducing new products in accordance with the market trends and the buyer’s demands.
Moreover, companies also need to offer discounts and products at a lower margin in order to
companies are offering games on all platforms. The substitute for the video games can be
physical games or other entertainment like movies and dramas. Therefore, the threat of substitute
The rivalry among the existing competitors is very high in the video games and Multimedia and
Graphics Software industry. The competition in the industry is mainly on the basis of innovative
products. The intense rivalry brings down the prices, that can also increase the demand for the
industry products. However, it can also decrease the profitability for the industry participants.
Another reason for the high rivalry is that there is not much customer loyalty in the industry and
the customers can easily exit and go to another supplier if they are not satisfied with the product.
Activision needs to stay ahead of the competition through innovative products and keeping the
https://www.ifm.eng.cam.ac.uk/research/dstools/porters-generic-competitive-strategies/
Gamers from Around the World Gather for Gaming, Esports, and More This Week at BlizzCon®
details/gamers-around-world-gather-gaming-esports-and-more-week-0
Depersio, G. (2018). Porter's Five Forces and Electronic Arts (EA). Investopedia. Retrieved
from: https://www.investopedia.com/articles/markets/012716/analyzing-porters-five-forces-
electronic-arts-ea.asp
https://medium.com/@keyue.zhuo.14/porters-five-forces-analysis-video-game-2478241ebe41