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Paying more than 4% today.
-- -- company said first -- sales for its latest column duty video game topped 500 million dollars that's an industry record.
So what does this mean for video game sales this holiday season.
Joining us now -- did see an analyst with Citigroup.
-- you know the gaming industry has been just getting killed lately because they're not coming out with any saying that well.
Again these gamers -- -- is this gonna do it this new call of duty black ops.
You know there's been a number of issues in the gaming industry so far first -- -- were under add new console cycle.
And I think a lot of people are concerned that you know if you can buy games for the current console.
There might not you know and then you have to spend more money for it for the new console and games and you console so I think based on our checks -- Wal-Mart Best Buy in a number of other retailers.
Retailers are really concerned going into this holiday season about that about the -- Gaming sector in general.
You know I think there are few shining stars and that that they key games the games are really resonate well with consumers -- will continue to sell.
And today black -- to was no different you know selling 500 million dollars roughly very point three million units sold -- as a positive for the industry to federal.
But that's what we're down to one gamer -- -- because ET put about the hardware.
Everyone's waiting for new hardware to come -- I -- the best thing I think we got is the Nintendo -- EU.
Otherwise everything is just status -- isn't it.
Yeah you right and -- that didn't Nintendo Wii U is actually more of -- ketchup systems that were not -- a lot higher ups on that.
I think people are really looking forward to use the potential of new Xbox 721 year the PS for.
And then you're also working against a backdrop increased mobile and social to and you know and and her recent study from NPD.
47% of gamers said they're playing more games on their mobile phones and mobile -- -- this year than they were last year so there's a lot of concern about the gaming industry.
Let's talk about that little bit because like my kids are younger so -- your next generation of gamers rate and they only play.
And their you know I phones I touch -- whatever they have these days it it's rare that my son sits down with his Xbox.
To play Madden or whatever he does -- -- I don't know.
But here we not seeing him we're not seeing that we're seeing them play on their little hand.
-- Yet and I think you know I think the industry will have to come up with something compelling maybe it's a cross cross cross platform.
Opportunity where he can play a game on your hand held device and then transfer it over to the big screen.
What -- -- games that's been a big surprise has been Activision sky Landers.
Innocent little action figure.
That comes to life -- here -- -- video screen they've been selling like gangbusters to number one action figures sold its number one kids' games hold.
-- -- about a couple nine units this could be Activision is new billion dollar franchise so I think there is interest from their younger demographic.
That they got to get to that eight to twelve year old range you know when their Q3 45 year old girls -- -- still plan the mobile phone.
Yet exactly that's -- thing.
Your stock -- though is Activision is it for that exact reason.
It is it's a company that's really come out with a number -- -- billion dollar franchises over -- they had Guitar Hero yeah followed by Colin DD and now it's -- Landers you know these are all owned and operated IP that they -- -- don't have to pay big license tax.
Secondly best in class management team Bobby -- -- been running the company flawlessly for number number of years and -- Great margin profile and and any of the big -- companies -- company has about 30% operating margins have.
Right we'll take it wherever we're positive on Activision right now.
-- -- -- with Citigroup if it weren't for Guitar Hero my children would not know Bon Jovi the -- better places.
Thank you very much -- to weaken.
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