Blizzard: We rely on retail

PC giant Blizzard insists it needs traditional retail to help turn its games into global hits.

The World of Warcraft studio generates most of its revenue from MMO subscriptions, and also sells its games – including StarCraft and the upcoming Diablo III – through its own digital service.But international VP and MD Michael Ryder dismissed the notion that Blizzard doesn’t need anyone else to succeed.

We rely on retail a great deal,” he said. 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.”

Blizzard’s next title is PC RPG Diablo III which is scheduled for release early next year. The firm has a die-hard fanbase eager to play its new products, but Ryder doesn’t believe the games are guaranteed sellers just because they have Blizzard on the box.

We don’t take anything for granted,” he added. If we want people to appreciate the game, then we need to make a great game.”