Activision sees industry-wide pre-order decline

Activision publishing boss Eric Hirshberg says his company's pre-orders are declining. He made the remarks to investors and media on a conference call yesterday, and he also said that the downturn is an industry-wide trend.

Hirshberg cited digital consumption upticks as well as wide launch-day availability as factors in the declining popularity of pre-orders. He also said that pre-orders are "just one data point that we look at when determining the momentum of a franchise," and that awareness and "purchase intent" on Activision's Destiny is "at an all-time high and climbing when compared to any other new game intellectual property this distance from launch."