Jefferies analyst Brian Pitz does not believe GameStop's (GME) holiday promotion for Star Wars Battlefront reflects underlying sales weakness for the game. The $20 off sale looks like a pre-planned promotion designed to build the largest mass-market audience possible, Pitz tells investors in a research note. He believes promotions like this have a minimal impact on revenue and gross margin and views yesterday's selloff in shares of Electronic Arts (EA) as overdone. The analyst keeps a Buy rating on the game maker with a $95 price target.
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