Dodidobro. I don't know if I would be considered an informed opinion, but I am an attorney who traded securities for a bank portfolio before attending law school. I have followed ERTS for a long time now (4 years).
ERTS is an outstanding stock for those who like to buy and sell with less than a 2 week horizon. I have consistently been able to make money by watching the volume and price movements. While the stock's daily fluctuations are definitely not for the faint of heart, I think that this security is the best kind to trade - one that I have complete confidence in the long term prospects of. As the undisputed leader in the gaming niche of the software industry, this company has outstanding growth prospects as the Playstation and Nintendo game equipment cycle begins to mature (it still has a way to go). But more importantly, the PC-CD and online potential are the goldmine here.
Additionally, in ERTS you have a franchise that is much more valuable than the street seems to have recognized. As you see the bidding war for content providers in the cinema, broadcast and other segments of the entertainment industries, one has to wonder how long this venue will go urecognized. As the popularity of online games such as Ultima proliferate, look for this recognition to come sooner rather than later. Also, when you look at the game titles such as the sports and fantasy games, you see something similar to the movies that keep having sequels, where you have a built in audience. This brand name recogniton is exactly the thing that content providers are seeking and paying huge multiples for.
These are just a few of the reasons I like to trade ERTS. If you pick a bad day or time of day to jump in, you can always hold on to it for the long term. This company WILL be purchased by a studio, software company with vision (read Microsoft), or online service (people pay almost as much to play Ultima as they do to use America Online).
Jump on the Bandwagon before it starts rolling too fast. I like to buy a few hundred shares in the 31-33 range when it gets that low (I bought before lunch today at 32) and sell it around 35. The biggest mistake I have made trading this security should be avoided though - NEVER sell all your shares. I know that the resistance I've seen at 39 7/8 will break and I think it will be a result of this Christmas' results. Don't miss the move that follows the breakthrough.
Best of Luck. I would love to hear anyone else's opinion on this stock.