That's a lot of cash.

Activision CEO Bobby Kotick thinks that it would take more than $1 billion USD to topple World of Warcraft, and even then the outcome wouldn't be certain.

Speaking at an investor meeting, Activision CEO Bobby Kotick has said that he thinks it would take an investment of half a billion to a billion dollars to take on World of Warcraft - and even then, success isn't guaranteed.

"We don't think that even if we made the USD 500 million or billion-dollar investment to get a product out [to compete with WOW] that we would even be successful doing it," he said.

Late last year, Activision took a different route, merging with Warcraft owners Vivendi to create Activision Blizzard.

"When we first started looking at it, it appeared to us like a game in an insurmountable product category... EA, Microsoft, Sony and scores of venture capital investments had been put to work unsuccessfully in trying to develop massively multiplayer games as a product opportunity," Kotick said.

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