Hello, thanks for your question on competitive strategies that might have helped to propel Activision Blizzard past Electronic Arts, as leaders in the gaming industry.
According to newzoo’s 2017 list of top video game companies by revenues, Activision Blizzard ranks third with total (Q1 and Q2) revenues of $3357 Million. Electronic Arts (EA) rank sixth with total revenues (Q1 and Q2) of $2976 Million.
According to Investopedia, the fact that EA does not totally control its properties, due to licensing partnerships (e.g., the EA Sports and FIFA licensing agreement, NFL), as opposed to Activision, who singly owns most of their important franchises, works to its disadvantage.
Also while previously EA appeared to be more dominant in the mobile gaming category with its acquisition of PopCap Games in 2011, Activision countered this with the acquisition of King Digital in 2015. Through this acquisition, it can tap long-term revenues brought on by King’s games such as Candy Crush Saga and its expertise in mobile game production, especially with projections showing a growth in the mobile gaming industry of about $15.6 billion between the year 2016 and 2019.
Chris Holt, in his article “6 Reasons why Activision Blizzard will Beat Zynga and Electronic Arts” articulates the following factors that might have encouraged Activision’s growth past EA:
I hope this helps.