When you are dealing with AAA budgets, anything less than 3M copies is likely a loss, and you usually have to venture into 5M copies to start actually making mo

When you are dealing with AAA budgets, anything less than 3M copies is likely a loss, and you usually have to venture into 5M copies to start actually making money, generating value and creating confidence in the brand / IP. The AAA arms race has destroyed many studios, IPs and careers. 10 years ago, it used to be that one single hit could pay off your other 9 underperforming titles. With budgets going up 10x and top sales going up at best 2x, that balance can't hold and you have to be ruthless killing underperformers. I'm not a fan of Bobby Kotick (I was part of one of his layoffs!), but look at how he has led Activision as a company.