At the time, the video game industry was facing a huge new rival in free-to-play games on Facebook, and Activision's big hit World of Warcraft was losing subscribers. Kotick and Kelly steered the company toward digital purchases as the market waned for game discs bought in stores. They developed new franchises such as Destiny and Hearthstone, while establishing Activision as the leader in mobile gaming with the February purchase of King Digital Entertainment for US$5.9 billion. TV shows and movies are also on tap.