And publishers like Electronic Arts and Take-Two Interactive are leaving all of that potential money on the table.

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Activision Blizzard competes with game developers such as Electronic Arts, Take-Two Interactive Software and casual gaming mainstays such as Zynga.

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Ubisoft launched its Uplay service in 2009, initially offering online access to its own titles but later expanding its range to include games from Electronic Arts, Square Enix, Warner Bros Interactive and others.

BBC: uPlay

For example, the company recently developed a campaign for Electronic Arts that was able to target Xbox 360 owners with an interactive ad for NCAA Football '11 that allowed them to download a demo of the game to their console.

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