We all talk about the fundamentals behind an investment idea, but sometimes you have to pay more attention to the observed price action. That's what I was thinking today while checking out Activision Blizzard (ATVI).

I have been watching this publisher of entertainment software closely as of late, wondering if it was time for me to get back in. Compared to other similar companies such as Electronic Arts (ERTS) and Take-Two Interactive (TTWO), I think Activision Blizzard offers the best potential for both the console market and online gaming.

Take-Two Interactive (TTWO) is the kind of stock I want to take a chance on but just can't bring myself to do so. The situation can be risky unless a fresh bit of Grand Theft Auto content is about to come out into the marketplace. Then again, those who bought ahead of the Q1 earnings report, released yesterday after the bell, are pretty overjoyed this afternoon, seeing that the stock is, at the time of this writing anyway, up well over 9%.

Net sales increased 9%. The adjusted loss from continuing operations was 31 cents per share. Last year at this time, shareholders were looking at a loss of 56 cents per share on the same basis. Reuters says the analyst call was for the red ink to equal 51 cents per share. Good job, management.

Earlier in the week, I discussed the disappointing reaction concerning Electronic Arts (ERTS) and its most recent quarterly report. Just a couple days later, Activision Blizzard (ATVI) released its own three-month numbers, and the situation was completely different. The market liked the data, deciding to give the stock a bid.

There are three very positive elements to the fourth-quarter story that are obviously intriguing investors. First, on an adjusted basis, the publisher delivered 49 cents per share on the bottom line, which, according to Reuters, is six pennies ahead of projections. Second, shareholders have a $1 billion repurchase initiative to look forward to. Third, management believes it's time to directly distribute some of the cash-flow spoils to its true believers: A 15-cent annual dividend has been declared.

Electronic Arts Inc. (ERTS) was down in the after-hours session by over 9% on the heels of the gaming publisher's Q3 report. Non-GAAP sales were off by over 20%. Adjusted income came in at 33 cents per share. This was two cents higher than expectations according to my earnings preview, but a lot less than the 56 cents per share earned in the comparable frame.

The press release mentions the lower quantity of titles released during the holiday season as being a driver of the decline in revenue (a tough European market was also cited). That may be, but it doesn't absolve EA of its fundamental challenges.

Electronic Arts (ERTS), a software maker whose colleagues include Activision Blizzard (ATVI), Microsoft (MSFT), Nintendo (NTDOY) and Sony (SNE), will be reporting third-quarter numbers on Monday, Feb. 8, after the market closes up shop. This is going to be an interesting one.

I doubt there are many market watchers out there who aren't aware of the problems in the video game industry; 2009 was not the best of years for the sector, and investors are hoping that 2010 will execute a rebound. However, EA has specific fundamental problems. The declines seen in its share price cannot be solely sourced to the macro conditions of the current console cycle.

THQ (THQI), a video game publisher whose colleagues include Activision Blizzard (ATVI) and Electronic Arts (ERTS), reported very good news this week. For the third quarter, non-GAAP income was 35 cents per share. In the comparable frame, a loss of 14 cents per share was posted.

This obviously represents a vast improvement, although it should be noted that it didn't come on the back of a big sales increase. On a reported basis, the top line was flat, and on a non-GAAP basis, it was down more significantly. This is important to note, because it would have been nice to have read about a revenue expansion, considering the way the gaming industry has been suffering.

My trade on GameStop Corp. (GME) has come to an inauspicious end. Today, I sold out of my position, realizing a significant loss.

It's always difficult to turn a paper loss into an authentic one. You worry if the stock is going to suddenly rise after you sold out. I'm sure that could happen in my case. In fact, at the time of this writing, shares were higher than the price at which I sold them. I ditched them at around $19.60 per share.

Well, I finally did it. Last week, I sold my position in Activision Blizzard (ATVI), at a price of $10.62 per share. I thought about it long and hard, but in the end, I felt it was the right thing for me to do at this time.

In case you haven't noticed, shares of the video game publisher have been in something of a downtrend as of late. The industry isn't what it used to be. Gaming isn't going away, certainly, but those who follow this sector will no doubt agree that the growth is possibly no longer there, at least for the short term.

Take-Two Interactive (TTWO), a video game publisher whose competitors include Activision Blizzard (ATVI) and Electronic Arts (ERTS), actually held up well Thursday after the company issued its Q4 report. I was honestly expecting a sell-off after the news. Why? The video game industry just isn't popular these days, so I figured the market would have found some excuse to send the shares packing. To my surprise, Take-Two gained over 1.8% in the regular session and then another 3% in the after-hours following the release.

Revenues increased 6%, but the action was in the per-share profit line. On an adjusted basis, Take-Two brought home 9 cents per share versus 2 cents per share in the fourth quarter of 2008. But I don't think the market cared too much about the data. After all, guidance for Q4 had already been announced near the beginning of the month. At that time, the stock was punished for the bad outlook and the upcoming GAAP loss. And I mean really punished. It lost 30% of its value at one point.

Does it seem to you like the entire video game trade is unwinding like a venomous snake, ready to plunge its fearful fangs into any individual foolish enough to invest in the sector? I've already written about my unfortunate timing related to GameStop (GME), and I've covered the bad news surrounding console giant Nintendo (NTDOY). What's next in the stream of negative headlines?

How about Take-Two Interactive (TTWO)? That stock was down 30% in afternoon trading at the time of this writing. 30%! According to The Wall Street Journal (subscription required), management issued some poor guidance that has shaken the confidence of market players. Add to that the general state of the retail environment, and you've got yourself a decidedly awful combination.

Shanda Interactive (SNDA), an electronic media company based in China that distributes online games and other content, reported Q3 earnings on Tuesday after the bell. According to our earnings preview, analysts were expecting 88 cents per American Depositary Share (ADS). On a reported basis, 90 cents per ADS was recorded. On an adjusted basis, the business achieved $1.08 per ADS.

Shanda not only did well in terms of an earnings beat, but it grew the top line quite admirably. Gross margin, unfortunately, saw a dip on both a year-over-year and a sequential basis.

GameStop (GME) posted what I thought was a mediocre third quarter. Total sales went up about 8%, and earnings per share increased a few pennies to 31 cents. When you think video games, you think growth. That doesn't feel like growth, does it? Not the kind that sends a stock to the moon, certainly. Furthermore, same-store sales saw a decrease of 7.8%, driven by lackluster hardware transactions. Indeed, we may be hitting a point in the console cycle where the demand for systems from Sony (SNE), Microsoft (MSFT), and Nintendo (NTDOY) has essentially been satiated.

Here's the big question on the mind of traders: unimpressive Q3 or not, should GameStop be bought now?

While the big news today may be the release of Activision Blizzard's (ATVI) new Call of Duty title, there's other stuff going on in the world of video games for investors to ponder. Electronic Arts (ERTS) issued its Q2 report yesterday after the bell. The numbers weren't too bad, but the market was not excited at all by them, probably because it knows that EA still has a lot of work to do in terms of better positioning itself for the future.

Adjusted revenues were up a scant 2%. Earnings per share, excluding items, actually showed a profit of 6 cents. This was a lot better than the loss of 6 cents per share seen in the year-ago frame. The company also managed to generate a small amount of cash from operations in the quarter instead of using a whole bunch like it did last time around.

Activision Blizzard (NASDAQ: ATVI) published third-quarter results on Thursday after the bell. I can't say I was wholly taken with them. I know the best is probably yet to come once the Christmas shopping season really gets under way, but I was a little disappointed that the company saw a decline in adjusted profit.

Excluding items, Activision Blizzard made 4 cents per share this quarter versus the 7 cents per share made in last year's similar period. Well, did I say I was a little disappointed? Make that a lot disappointed. After all, this is supposed to be the publisher with the best pipeline on the block, the one with the Guitar Hero franchise and a great portfolio of licensed intellectual properties.

"The video game industry was once thought to be virtually recession proof; unfortunately, recession reality has intruded," notes Geoffrey Seiler, who adds, "Boosters, however, are pointing to new games scheduled for release later this year as a reason for optimism."

In his always-informative BullMarket.com, the advisors offers an in-depth review of the sector, highlights potential opportunities in GameStop (NYSE: GME), Electronic Arts (NASDAQ: ERTS), and Activision Blizzard (NASDAQ: ATVI).

"When you get right down to it, success in the video game business isn't much different from the movie business: developers are only as good as their last hit game.