Activision Blizzard has doubts over the potential of streaming technology in its current iteration.
The publisher hasn’t written off the idea of investing in streaming games altogether - speaking to investors, COO Collister Johnson said that the technology would eventually be hugely beneficial for the industry at large.
"It has the potential to significantly expand the reach of our big screen experiences to audiences that don't have a console. And in some cases don't have a PC, depending on the streaming system you're talking about," said Johnson, as reported by GamesIndustry.biz
“Even for existing gamers, streaming systems...should be able to provide more easily accessible experiences, reducing friction, enabling deeper ongoing engagement throughout the day as the content is more available."
But for now, there are a number of “important hurdles” getting in the way of more widespread implementation. Latency was Collister’s biggest issue for now.
“We feel like there's still work to be done before the tech is ready for mainstream adoption," said Collister. "We do think this will happen. Probably not in the near term, and we're well positioned when it does."
In the meantime, Activision Blizzard is more interested into digging into mobile gaming. The publisher recently entered a deal with Tencent to bring Call of Duty to mobile in China.