NY seems to be a strange choice for a non-US company, in recent years most international IPOs have been going to London rather than NY due to the immense cost

NY seems to be a strange choice for a non-US company, in recent years most international IPOs have been going to London rather than NY due to the immense cost of listing in the US because of SOX. More than anything this seems like a sign of a bubble, a huge number of games companies are listed in the UK (also Zynga and FB investor DST) so you have analysts and investors who know how to price these sorts of companies. NY on the other hand has far more unsophisticated buyers (mom & pop investors), if you wanted to push a consumer product company to a price beyond which the financials indicate is sensible, NY would be the place to do it.