Activision 2009 Annual Report Download - page 88

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76
ACTIVISION BLIZZARD, INC. AND SUBSIDIARIES
FINANCIAL INFORMATION
For the Year Ended December 31, 2010 and 2009
(Amounts in millions)
Year Ended
December 31, 2010 December 31, 2009 $ Increase % Increase
Amount % of Total Amount % of Total (Decrease) (Decrease)
GAAP Net Revenues by Distribution Channel
Retail channel $ 2,629 59 % $ 2,622 61 % $ 7 - %
Digital online channel* 1,440 32 1,234 29 206 17
Total Activision and Blizzard 4,069 91 3,856 90 213 6
Distribution 378 9 423 10 (45) (11)
Total consolidated GAAP net revenues 4,447 100 4,279 100 168 4
Change in Deferred Net Revenues1
Retail channel 243 457
Digital online channel* 113 39
Total changes in deferred net revenues 356 496
Non-GAAP Net Revenues by Distribution Channel
Retail channel 2,872 60 3,079 64 (207) (7)
Digital online channel* 1,553 32 1,273 27 280 22
Total Activision and Blizzard 4,425 92 4,352 91 73 2
Distribution 378 8 423 9 (45) (11)
Total non-GAAP net revenues 2 $ 4,803 100 % $ 4,775 100 % $ 28 1 %
1 We provide net revenues including (in accordance with GAAP) and excluding (non-GAAP) the impact of changes in deferred net revenues.
2 Total non-GAAP net revenues presented also represents our total operating segment net revenues.
* Represents revenues from subscriptions and licensing royalties, value added services, downloadable contents, digitally distributed products, and wireless devices.