The gaming site Gamasutra reports that unlike most other massive publishers of PC and console titles, Activision has yet to jump into mobile gaming. Activision is “good at making highly immersive, high-production value games” designed to be played for hours on end, CEO Eric Hirshberg says in the piece, rather than the simple, pick-up-and-play offerings that thus far have driven mobile gaming revenues. Instead, the company is using the mobile division it launched last year to “enhance the experience” of its core businesses, Hirshberg said.

That strategy may be counter-intuitive in an era where some mobile games are generating millions of dollars a day, eating into console console game sales. But as I wrote a few weeks ago, mobile gaming is a hit-driven space where smaller pure-play companies have thrived, while console and PC game publishers have struggled to capitalize on the smaller screen. Activision will probably have to pursue mobile gaming more aggressively at some point, but right now the company is wise to continue to focus on the console market that it knows very well.