Apparently there were a few Blizzard blokes at E3 last week, even though we didn't see them wandering the floor at all. Mike Morhaime and Paul Sams were both there to accept their awards for world records from Guinness after making it into the 2009 Gaming edition. World of Warcraft picked up a record for the most popular MMORPG in the world (with, as you probably know, 12 million players), and Starcraft gained recognition for being the best-selling PC strategy game, with 9.5 million copies sold worldwide. Neither of these awards are really that much of a surprise -- both games have already garnered tons of other awards, and both games are already squarely in the pantheon of the best and biggest PC games ever sold. But being recognized is always nice, we're sure.

They honored a number of other extremely popular games and services as well, including two big Activision Blizzard titles: Call of Duty 4 was recognized for being the most-played online video game, and Guitar Hero was recognized for being the best-selling rhythm game series (though Red Octane, the game's original publisher, was honored, and they've only recently been acquired by the Activision overlords).

Congrats to all the award winners, as if they even needed it. Something tells us the millions and millions of dollars in revenue from all of these games was probably a nicer reward than Guinness recognition. Just a guess.

• Etherjammer has an old but quite humorous look at BlizzCon etiquette. My favorite line: "Use spells such as Slow Fall and Levitate to go from one level of BlizzCon to another at your own risk, as players report that these spells have been unreliable at best in past BlizzCons." Why? Because some idiot jumped off the escalator half way up last year, and it caused quite a ruckus. Pardo was near the esclator talking with some folks, and he just looked and shook his head in a /facepalm manner.
• Activision-Blizzard is suing Double Fine over Brutal Legend.
• Guild halls and player housing. Love 'em or hate 'em, lots of people want them. The Hunter's Union has an interesting take on them.
• Casual Raid Leader has a great post about encouraging more oraganic and communicative raiding.
• Stoneybaby of Big Hit Box has a good review of how he got back into PvP, which would be useful for those of you looking to do the same.

Notice how we've linked Big Hit Box a lot this week? It's because they're producing great content for the community! If you're writing compelling content or come across a great site or blog post, please let us know!

The amazing Breanni of WarcraftPets.com, once loved so much by Blizzard that he got immortalized in the game, has apparently gotten another of Blizzard's C&Ds. First, we saw iPhone apps pulled off of the App Store with what seemed like legal action, and then we heard that webcomic Shakes and Fidget was contacted by Blizzard legal, and now Breanni has pulled down his merchandise store, as well as posted a "formal apology" to Blizzard. Breanni doesn't say exactly what happened, but he says that he "became aware" that what he was selling was violating Blizzard's trademark policy, and calls the store a "lapse in judgment," and says that he hopes to "continue to recieve Blizzard's blessing." It's almost like hearing one side of the conversation -- we don't know what Blizzard said to him (if anything), but he definitely sounds spooked.

This is a slightly different issue from the other C&Ds we've seen -- Breanni was making money from selling what we presume were actual images of Blizzard's copyrights and trademarks, so a store like that is pretty plainly in violation of copyright law (Mania's Pets calendar, for example, uses fan art rather than actual screenshots). But what's interesting here is, if they did contact him, why Blizzard has decided to do this now, and why they've only moved against Breanni. There are certainly lots of other places to find Blizzard art printed on products for sale. We're not suggesting that Blizzard should just let it all go, obviously, but why now?

We've had requests for comment out to Blizzard ever since the first few iPhone apps were pulled off of the App Store about all of this recent C&D action, and we've added this one to the stack. If we hear anything back from them, we'll let you know.

[Thanks, John E!]

According to a recent list by Develop magazine, Blizzard has dethroned Nintendo to become the most bankable game studio in the world. I'm surprised they weren't there already, but I guess it's just this side of possible that Nintendo is hard to budge. Develop's top 100 is compiled by their editorial team and accounts for total sales, reputation within the industry, and a variety of other criteria. When all was said and done, the editors wrote, Warcraft "continues to do the sort of numbers previously reserved for crime syndicates and smaller members of the United Nations."

Nicely put, but what I find most bizarre about the list is that Blizzard jumped from #47 to #1 within the space of a year (you'll find Blizzard's 2008 listing on page 82 of a highly annoying-to-navigate Issuu archive). While part of that's due to the merge with Activision, Develop claims that Wrath of the Lich King being the fastest-selling PC game in history was the greatest contributing factor. Hang on. WoW was doing just fine even before Wrath hit, so how did Blizzard manage to get itself ranked behind do-little studios with sales of around $1-2 million per game on the 2008 list?

The OC Register has a great breakdown of what Activision said on their earnings conference call today. Perhaps the biggest WoW-related stat to come out of the call is that the number of subscribers to the game has apparently leveled off: they're holding steady at 11.5 million. Which is nothing to cough at, but it's what we were told four months ago, and if, as Ghostcrawler claimed, the numbers are still going up, then they're going up very, very slowly. Morhaime says that numbers are growing everywhere, but that China will be a main focus of growth this year as Wrath of the Lich King releases there soon.

In non-WoW Blizzard news, the Starcraft 2 beta will start this summer and will be the "final" phase of development for that game. The new Battle.net interface will be tested then as well, so keep an eye out for that. And Blizzard expects big things there in China also -- NetEase, the company that will now be handling Wrath's launch, is already set up to run both Diablo III and Starcraft 2 out there, so it'll all be under one umbrella.

In short, there's no really bad news from Blizzard, but no really great news either -- the best news to come out of the call is that even in the slow economy lately, Blizzard is holding steady. Not a bad thing at all, but we probably won't see any spikes in player interest in Blizzard or WoW until they announce what's next on the content plate, whether that be at BlizzCon or before.

Well, The9 is going down in flames, but if you're looking to make some money in the stock market lately, you could do like BRK and buy some stock in Activision-Blizzard. Goldman Sachs has upgraded ATVI to "buy," and even marked them out as a "conviction buy" -- while the stock price is almost $11 right now (it jumped up about .75 on this news this morning), GS says it's headed to $14 eventually. "Conviction buy" just means that the wily traders at Goldman Sachs expect the stock to outperform in the future -- Activision is already saying it will do well, but GS thinks it'll do even better.

Medievaldragon over at WorldofWar.net points out that there may still be trouble ahead: while Blizzard has gone with Netease for their service in China, they still have to make it past the Chinese government's approval process, and there may actually be service outages if things aren't approved quickly. But that won't affect Activision's business very much, and given that the company still has a bright future (even in a harsh economy), picking up a few shares is probably a relatively good investment.

Please note: I am not a financial expert, and none of this should be taken as serious financial advice. You invest in the stock market and any other financial institution at your own risk. If you're getting stock tips from WoW Insider, it's probably better to keep your money in your pocket. AH tips, on the other hand...

It could be pretty easily argued that Blizzard is one of the biggest PC gaming development houses in the business today -- they consistently own both the sales charts and the playtime stats in terms of PC gaming. But Activision-Blizzard has quietly confirmed that they've passed on a membership to the PC Gaming Alliance, a group that claims to be "the authoritative voice on PC gaming worldwide." Activision, for their part, says that they just couldn't justify the membership fee, and this isn't the first industry group that they've snubbed: they famously left the ESA and their big yearly conference at E3 last year.

The PCGA claims that this isn't a big setback -- despite this and a few other losses, they say their numbers have grown, and they cite a few other big still-members, including Microsoft, Nvidia, and Intel. But given how much of an influence Activsion-Blizzard is in PC gaming, it's hard to say you're the "authoritative voice" of the platform when you don't have any formal connection to the biggest developer/publisher in the industry.

What does this mean to us players? Probably nothing right now -- the PCGA is right: the loss of Activision probably won't affect their work at all. But Blizzard, for better or worse, is being steered by Activision away from the industry at large. Right now, with events like BlizzCon and a huge reputation of their own, they don't need to be tied into these industry groups. But that may not always be the case.

This portion addresses questions about the merger's affect on Blizzard's day-to-day.

So if most publishers control what their developers produce, does Activision control what Blizzard does?

No, since Activision is not Blizzard's publisher.

What about in areas like support?

When I was in support at Blizzard, the only negative change I noticed in my day-to-day work post-merger was that we suddenly had an influx of terrible A-B-themed benefits program posters hung up around the office. Things may have changed since I left, but my contacts have expressed mostly positive opinions about how things are running over there.

Won't the merger result in a dip in quality of Blizzard products? Has it already?

No and no. The merger gives Blizzard the opportunity to hire more employees to produce more content while maintaining the standard of quality that we expect from Blizzard. It also allows them to keep more employees due to the new financial backing provided by the merger, which affects things like benefits and payroll.

Blizzard has stated that you can't get quality content made just by throwing money at it, but money obviously helps sometimes.

Did Activision force Blizzard to release Wrath of the Lich King during the holiday season to maximize sales?

Let me answer this with an anecdote.

Blizzard's office walls are decorated with a lot of stuff -- concept art, murals, lifesize statues of characters, and posters with Blizzard's philosophies on art and design, etc. One of these posters talks about mistakes developers make, like pushing for a holiday release when the game's not done or polished enough.

It's my belief, which is backed up by Blizzard bigwigs, that if they didn't feel the expansion was worthy for release then they wouldn't have released it when it was released.

What's up with this money-making scheme of releasing Starcraft II as three games? This is because of their post-merger greed, right?

I've been hearing this a lot lately. Even our own Mike Schramm commented that the Blizzard that let people play Warcraft 2 on Battle.net for free isn't the same Blizzard that's releasing three Starcraft II games.

This really, really confuses me. Why would anyone familiar with Blizzard's work be put off by them releasing expansions? Because that's exactly what the last two Starcraft II titles will be -- expansions. One will add the Zerg campaign and one will add the Protoss campaign, as well as likely multiplayer additions and enhancements to the experience. The single-player campaign for each game will be incredibly robust as well, with tons of in-game engine cinematics and branching events.

Devs explained to me that they had three choices once they realized the depth of the Terran campaign:

- Shorten and pare down each campaign, resulting in campaigns about as long as Warcraft III, and release it as one game.
- Make the campaigns as robust as possible and release the Protoss and Zerg campaigns in expansions.
- Put everything in on game exactly how they want it and have Starcraft II come out in 2014.

They said the the choice was obvious, and I agree. It's about delivering the player the best experience.

Won't this merger result in a lot of stupid cross-promotions?

Probably. Activision isn't known for its advertising or marketing subtlety. We dealt with it a little at work -- Activision sent us a ton of copies of Guitar Hero Aerosmith that none of us really cared about (but hey, extra Rock Band guitar, right?), as well as posters in the office with Activision desperately trying to equate our flagship properties with their licensed crap. Yes, Activision, clearly Zeratul is on the same level as the main character from Kung Fu Panda.

The best I can hope for is that we'll never see World of Warcraft advertised on KFC combo meal boxes. Blizzard seems to consider the insulation of the WoW universe important, which is why we'll likely never see in-game advertising or "Lars Umlaut <Guitar Hero>" as an NPC.

What's your personal opinion on the merger?

From a corporate perspective, it makes sense and gives Blizzard access to more funding and assets. You can see that they've begun hiring a ton of designers and other WoW-relation positions, which can only increase the amount of content we get to experience and enjoy.

From a gamer's perspective, Activision is an IP-exploiting shovelware mill run by a doddering blowhard who doesn't play games and it hurts my heart to see Blizzard's name attached to them.

On the bright side, if you look at your Wrath box, you won't see Activision's logo on it anywhere. That's more than just literal -- it's symbolic, and I hope that it stays that way for a long, long time.

If you have any specific questions about the merger that you think I can answer, you're more than welcome to email me at sacco [at] wowinsider dot com and I'll compile the questions and responses in a followup article.

I worked at Blizzard for close to three years. During my time there I saw a lot of big things happen: the closing of the Console Division and shelfing of Starcraft Ghost, the launch of the first (and second!) World of Warcraft expansion ... and one that some people say is the biggest event in Blizzard's history, Vivendi Games' merger with Activision.

The merger was, of course, a controversial move; and, like any corporate maneuver, it's generated a lot of misunderstandings, misreporting, misinformation ... in general, it's been a flurry of mis-es. It's upsetting and frustrating to see so many people not understand what the merger means and, in turn, form stubborn opinions.

If you want to help curb ignorance and misunderstanding regarding what's going on with the merger, you're in luck. My former employment at Blizzard means I have a lot of information to share to set the record straight. Even if you're going to continue believing that Blizzard is somehow dipping in quality or in a bad way because of the merger, at least read what I have to say. It'll be worth it.

Here's an update, albeit slightly unexpected, from The Escapist's big "March Mayhem" tournament that we reported on a little while ago. They were pitting Relic Entertainment up against Activision-Blizzard in a developer vote-down, and apparently, after a tie and a little ballot box stuffing, Relic, not Blizzard, has emerged out on top. Quite an upset in a number of ways -- Relic was seeded #12 in the bracket, and Activision-Blizzard was seeded as number one (the bracket also included Harmonix, Infinity Ward, and another big MMO developer, Mythic). In fact, Relic also went on to beat Harmonix, and is now facing Bioware for a spot in the final matchup.

Is it fair to say, then, that the mighty have fallen? Blizzard was (and still is, for the most part) held in high esteem as a developer -- most of the games they've released in their vast history aren't just hits, they're classics. But even commenters here on our site felt that the "Activision" on the front of the dev's name was distasteful: Blizzard's new owners don't demand as much respect as the studio itself does. And Blizzard has definitely changed lately. Some might say that the developer that allowed Diablo 2 players to play for free on Battle.net (which, to be fair, has had its own issues) isn't the same company that's planning to sell Starcraft II three different times.

And let's not forget that, ballot-stuffing or not, Relic has moved on to beat Harmonix, and still has a chance to win it all, so it could just be that they have a much bigger fan following than anyone expected. But does a loss like this mean Blizzard has fallen from their fans' grace?

The good folks over at the Escapist are giving March Madness a little game developer spin -- they've pitted 64 different videogame developers up against each other in an NCAA Basketball-style showdown, with readers voting for which dev moves on to the next match. And our favorite developer, Activision-Blizzard, is still in the running after a few rounds: they've beaten Wideload Games and Crytek, and are currently facing Relic Entertainment (makers of the Dawn of War RTS series, as well as the classic Homeworld). Unfortunately, Escapist had to list them as "Activision-Blizzard," though what we're really voting for here is Blizzard, since companies who make Activision's other hits (like Infinity Ward, who make the best Call of Duty games, as well as Neversoft, who've overseen most of the Guitar Hero games lately) have their own places in the showdown.

Blizzard's got a tough road ahead, though -- if they win, they're likely facing fan favorite Harmonix (heck, I love Harmonix), and then will probably show down against either Bioware or Rockstar, both extremely popular developers. The other side of the bracket will likely have heavyweights like Nintendo and Valve coming out of it, too, so it'll be a tough road if Blizzard wants to make it to the top.

To vote, you just have to head over to The Escapist's forums -- the next round starts tomorrow morning, and every few days they're moving the developers on to the next matchup. The final round will be decided on April 8th, and while of course winning means nothing at all, this is a nice chance to show off your developer pride. Say what you want about the recent class changes, but Blizzard has given you Starcraft, Diablo, and World of Warcraft -- how can you not vote for them?

An industry survey put together by GI.biz has voted WoW's own Activision Blizzard as the most likely videogame publisher to succeed in 2009. Not that surprising -- not only do they have the Warcraft behemoth under their belt, but Starcraft 2 is rumored for a release this year, as is a sequel to 2007's best selling game, Call of Duty 4: Modern Warfare, and a Guitar Hero spinoff called DJ Hero.

And who knows what BlizzCon will hold -- even though we're only now reaching the steps of Icecrown, the time is ripe for Blizzard to start hinting at content patches that come after 3.1, or maybe even expansion number three. Blizzard and their parent company at Activision are on top of the world right now, so there's no question why 30% of the industry folks surveyed said they'd have the biggest 2009 around. We can't wait.

[via Joystiq]

Activision-Blizzard held a conference call for the press yesterday, and so there's all kinds of financial and release news floating around out there. The biggest news isn't necessarily Blizzard-related, but it does mean that our game's company is finally feeling the crunch a bit: Activision-Blizzard reported a loss of $72 million in the last quarter, and their outlook for the coming year fell short of analysts' expectations. Even though that sounds bad, it doesn't mean things are necessarily bad, though: Blizzard themselves added nearly a billion dollars to the total, so while A-B might not be doing so well, B is doing just fine.

Blizzard CEO Paul Sams also announced during the call that the company is now aiming for "one 'frontline' title per year," though not necessarily World of Warcraft related. That likely means that we'll see the first Starcraft 2 this year -- our friends at Joystiq have a quick report on the beta appearing soon, as well as the Battle.net revamp we've been waiting for. And it also means that (unless Blizzard is really rolling on Diablo III, which I doubt, given its condition when we played it at last year's BlizzCon), that we'll be looking at mid/late 2010 for the release of the next WoW expansion.

Besides the loss of the $72 million (it's always in the last place you look), things seem to be hopping at Blizzard and their parent company. Should be a pretty busy 2009 for them.

So remember this story I did a few days ago about Blizzard showing up this year at E3?

Yeah, turns out it's not going to be happening after all.

While "Activision Blizzard" is going, only the Activison part will be showing up to smile for everyone. It appears the Blizzard part will be staying at home playing Wrath or tiddlywinks and sticking their tongue out at everyone, much like the girl in the picture (which I shamelessly have stolen from our sister site Joystiq who brings us this news).

But I can understand, because Blizzard really doesn't have anything to show at E3. I mean, it's not like they're making three of the hottest games on the planet or anything... Wrath? Diablo 3? StarCraft 2? Never heard of 'em.