Activision plans to step up its efforts in the social and mobile gaming markets in a “thoughtful, methodical way”, chief financial officer Thomas Tippl said at the Citi 2011 Tech Conference in New York today. While the firm is no stranger to the digital marketplace – its online sales grew to a record $423 million in the second quarter of 2011, representing 37 per cent of the company's net revenues – its exploration of the social and mobile spaces has been cautious, with activity generally tied to extensions of its core franchises. Tippl said this will change, albeit not overnight, Gamasutra reports. "We're methodically investing in social and mobile gaming projects. While our goal is always to be number one in anything we do, even if we only get to half of our fair share in mobile and social over the next three years, it will still represent a significant upside, given that the mobile and social gaming markets have finally reached critical mass. And I expect it to grow at a double-digit clip for the foreseeable future. To date, we've mostly [explored social and mobile] around our existing franchises. In the future you will see more activity on our part to broaden our social and mobile parts of the portfolio. But it's going to be done in a thoughtful, methodical way, and in a way that will tend to create value for our shareholders, as opposed to venture capitalists and private equity firms [that are contributing to] what I would call a bubble valuation."