Madagascar: Activision

A license for a Dreamworks animated film is assured a certain level of sales success, but Activision

Madagascar was all but a surefire hit as a videogame property almost from the moment the license was acquired. Still, few predicted that it would be one of the titles actually driving the market in June. Activision recognized the revenue potential for the title early on and presented Dreamworks with a value proposition other than strictly being the highest bidder. The game's success was one factor that contributed to the company's recent raise in yearly guidance.

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