How has activision killed their franchises? First of all to begin with they are not a big publisher of original IP's. They produce a lot of licensed games which is a huge money maker. Second their last installment of the COD brand was the biggest launch in video game history and the Guitar Hero brand sold about on par with the no doubt very expensive Beatles Licensed rock band(if you count PS2 GH5 outsold B:RB).
Other than that they still have had no signs of the Warcraft money machine letting up and they have been building huge amounts of hype for their upcoming Starcraft franchise.
There is no signs of the COD brand letting up anytime soon. If you don't think non modern Warfare COD games wont crack 10 mill in sales you are wrong. WAW may not be as good as MW but it is still a hugely successful franchise and will continue to sell well. Not only that both of their franchises COD and GH are both primed for the very lucrative DLC market. They will no doubt make a lot of money on DLC that other games may not have figured out how to apitalize on yet(i.e. Assassin's Creed). They will also keep bringing in fresh and old licensed titles that will surely keep selling.
EA on the other hand looks like a company with it's head cut off. One year it's focusing on established franchises, next it's licensed and top sellers, then it's original IP now it's back to the basics with established franchises. They can never make up their mind.
I think Ubisoft and Bethesda(on a personal level) have also been big winners this generation but not as big as Activision/Blizzard.
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