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  • July 2004 (Revised July 2005)
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Activision: The 'Kelly Slater's Pro Surfer' Project

By: Alan D. MacCormack, Enrico D"Angelo and Kerry Herman
  • Format:Print
  • | Pages:24
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Abstract

Mike Ward, the producer in charge of developing the Kelly Slater's Pro Surfer game for Activision, must decide whether to launch the game in time for the 2002 Christmas season. Complicating his decision are the lukewarm response from consumers to TV test spots of the game and the need to fund a multimillion dollar marketing campaign. Also describes Activision's approach to game development, which was based on a green-light process adopted by the firm in 2000 to better control new game development better.

Keywords

Games, Gaming, and Gambling; Product Development; Customer Satisfaction; Projects; Business or Company Management; Product Launch; Marketing Strategy; Decision Choices and Conditions; Industry Structures; Innovation Strategy; Entertainment and Recreation Industry; United States

Citation

MacCormack, Alan D., Enrico D"Angelo, and Kerry Herman. "Activision: The 'Kelly Slater's Pro Surfer' Project." Harvard Business School Case 605-020, July 2004. (Revised July 2005.)
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About The Author

Alan D. MacCormack

Technology and Operations Management
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Related Work

    • May 2006
    • Faculty Research

    Activision: The 'Kelly Slater's Pro Surfer' Project (TN)

    By: Alan D. MacCormack
    • July 2004 (Revised July 2005)
    • Faculty Research

    Activision: The 'Kelly Slater's Pro Surfer' Project

    By: Alan D. MacCormack, Enrico D"Angelo and Kerry Herman
Related Work
  • Activision: The 'Kelly Slater's Pro Surfer' Project (TN) By: Alan D. MacCormack
  • Activision: The 'Kelly Slater's Pro Surfer' Project By: Alan D. MacCormack, Enrico D"Angelo and Kerry Herman
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