During an investors' call, Activisions' money man Thomas Tippl commented on the sales of first person shooter Singularity and racing game Blur. When it came to the former, Tippl said that it "fell short of meeting what is an exceptionally high bar within the shooter genre."
"Additionally, Blur was not able to break out in what turned out to be a relatively soft racing genre despite the number of high-quality releases," he said.
Of course there are other series that made Activision money, like money printer Call of Duty. "Fortunately, Call of Duty was the title that raised that bar and shortfall of Singularity was offset by Call of Duty's catalogue and DLC performance."