What do corporate goals mean for WoW?

We recently got the public Q4 2017 report from Activision Blizzard (ATVI), along with the investors’ conference call transcript. The actual report, unless you are a real accounting geek or investor, is pretty dry reading (okay, it is dead boring), but the conference call is often interesting because you can get some excellent ideas of priorities for ATVI and then use some deductive reasoning to gather pretty decent insights into what is going on in WoW and more importantly what the future may hold for the game.

Usually the main content of the conference call is the various CEO’s and financial execs touting how great they did and what they are “excited about” for the immediate future, followed by a couple of questions from the investors. The Q4 2017 transcript went a bit lighter on the canned presentations and included a few more investor questions. Here are some notable quotes from the transcript (lightly edited for clarity), along with my observations:

Bobby Kotick (ATVI CEO): Blizzard delivered their highest operating income ever for year with no major game releases.

Spencer Neumann (ATVI CFO): Blizzard also delivered a $2.1 billion of revenue and $712 million of operating income. Blizzard generated record results for the year with no major game release, fueled by a steady stream of content and events across their franchises, in particular Overwatch, Hearthstone and World of Warcraft. Revenue, operating income and segment operating income margin were down year-over-year as expected given the difficult comps to last year’s World of Warcraft expansion and Overwatch release. We did see some incremental margin compression in Q4, primarily due to additional marketing initiatives. Nonetheless, with 33% full-year OI margins, the team did a nice job delivering the core business while investing in key growth initiatives across the Overwatch League, mobile incubation and MLG network.

What we see here is the CFO doing a bit of reality-speak to amplify the CEO’s comment. Kotick said that Blizz is doing fine, considering that there were no major new releases in 2017. Neumann basically went on to say Blizz actually did worse in 2017 than they had in 2016, but there are reasons for it. Plus, Blizz is still making a profit.

What can we take from this? My opinion, only, of course, but Blizz is still hampered by the cyclical nature of its games. Without major new releases in its franchises, it struggles to compete financially with other elements of ATVI. Pushing constant new “content” (like we have seen in Legion) helps in the off years, but it cannot begin to match the revenue generated by new releases.

This in no way means Blizz is going away, nor does it portend the imminent demise of WoW, but one thing it means is we can expect to see a continuation of what many of us perceive as “enforced grinding” in expansions from now on.

There’s also this —

Amrita Ahuja (ATVI Senior Vice President of Investor Relations): Starting this quarter, we are introducing a new operating metric, net bookings. Net bookings is defined as the net amount of products and services sold digitally or sold-in physically in the period and is equal to revenues plus the impacts from deferrals.

Cut out the accounting babble, and we see that Blizz will now have a separate quarterly reporting category called “net bookings”, where they will be accountable for “goods and services” they sell. They have always been accountable for this, of course, but the numbers were all kind of rolled up into other reporting vehicles. Now, though, it will be a big glaring number that can be held up in direct comparison to other corporate entities like King.

Remember the turn WoW took when ATVI imposed the “Monthly Active User” reporting metric? The game started a long slide into “enforced grinding” — everything became RNG to encourage the “just one more nickel” Las Vegas gambler approach to gear, Legion brought us artifact weapons and the never-ending chase for AP, professions became months-long slogs to max out, leveling new characters became longer by about 33%, and so forth. Again just my opinion, but the introduction of MAU as a reportable metric was a significant factor in bringing the game emphasis redirection we saw in Legion.

So how might the introduction of “net bookings” change the game? Certainly there are some obvious possibilities, like pushing Blizz store sales (can you say, “Purchased character boost”?) and Blizzcon virtual tickets. There are also some less direct avenues, such as really hyping spectator participation for M+ dungeon competitions — so far, this is “free”, but of course everyone is subjected to advertising, which in turn inevitably results in revenue in one way or another. Not to mention, how long these events will remain free probably depends on how popular they become.

But there was another somewhat ominous thread during the conference call.

Spencer Neumann (ATVI CFO): We expect in-game revenues to be a primary driver of our growth for both the top and bottom line. Coming off a record year in 2017, we expect in-game net bookings to grow by a double-digit percentage in 2018 as we continue to innovate and deliver more engaging content to our players.

We expect Blizzard to grow year-over-year with the release of World of Warcraft’s Battle for Azeroth this summer. I am glad to say the presales for Azeroth kicked off last week and are off to an encouraging start. In addition, Blizzard has exciting plans for live ops and additional in-game content across franchises, including Hearthstone’s three expansions in 2018 and Overwatch’s in-game events.

At this point, I am likely veering into some tinfoil hat theories, but here’s a trend I am seeing:

  • Just before Legion went live, ATVI imposed the MAU metric on all its companies, including even the subscription services like WoW. This never made sense to me, since if players are sending the company a set number of $$ every month, who cares how many hours they play, or indeed if they don’t play at all?
  • Now that there are established MAU baselines for all ATVI games (including WoW), there is a corporate push to maximize “in-game” sales and services. Presumably, this push came about because of some math projecting new revenue from expected average active player response in that area. And the first part of the above quote tells me that ATVI is really going to lean on their companies to meet their expected “in-game net bookings” goal for 2018.
  • Blizz has thus far done a good job of keeping extraneous commercialization out of WoW. They have prided themselves on their principle that the game is a not “pay to play” genre, and they deserve credit for that. But I am wondering if they will be able to hold the line in the face of what is clearly a corporate push to sell sell sell? Will we see things like in-game advertising? Rare in-game mounts that players have been grinding for years for sale in the store? Special-skinned hunter pets for sale?

There might be zero WoW fallout from the push for in-game revenues, but I am going to remain watchful on this one.

Last, a couple of  miscellaneous interesting quotes (emphasis mine):

Blizzard finished the year with 40 million monthly active users, continuing a sixth quarter streak of 40 million monthly active users or more.

I am not sure I have had a baseline number like this for Blizz before — it would be nice to know what that number is specifically for WoW. (Also, if the MAU had dropped to 1 million, would we have had a comment like “Blizzard finished the year with 1 million monthly active users, continuing a sixth quarter streak of 1 million monthly active users or more”?)

Hearthstone’s monthly active users increased year-over-year this quarter as players enjoyed the latest expansion, Kobolds and Catacombs and the introduction of new free content. While net bookings did not match the prior expansion’s record performance, players did log more play time, which brings me to our second strategic pillar, deepening the engagement. For Activision Blizzard and King overall, daily time spent per user was over 50 minutes for the second quarter in a row, placing us on par with Facebook’s time per day across Facebook, Instagram and Messenger. Now, that 50 minutes per day is just the time spent in our games; it does not include the growing popularity of watching our games on other online platforms.

Some day we will look back at Legion as the good old days, when “enforced grinding” was just getting started…

Blizzard will also start to see the benefit of its investment initiatives, as we expect the Overwatch League to be profitable in 2018, its first full year of operations.

I don’t play Overwatch, but I guess all of Blizz’s hype on it as such a major franchise led me to believe it must be a money-maker for them. Apparently not yet.

And, though I am not going to go into this in detail, the conference call really hyped ATVI’s “all in” stance on esports. There is no doubt they see esports as one day rather soon being as big and as all-encompassing as the NFL or any of the top soccer leagues, with screaming fans and godlike heroes and everything else that goes along with it.

And with all that, my head hurts. I believe a weekend is in order. See you on the other side.

About Fiannor
I have a day job but escape by playing WoW. I love playing a hunter, and my Lake Wobegonian goal is to become "above average" at it.

3 Responses to What do corporate goals mean for WoW?

  1. Alunaria says:

    This was a very interesting read, thank you! Oh how curious I am, wanting to see what in Wow that brings in the most money. Level boosts these days?

  2. I wonder if they count the WoW token as real money. I bought my virtual ticket with in-game gold and I’d have never bought it with my credit card.

  3. Alunaria says:

    Hm that is a very good question!

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