My theory is that Vivendi keeps it within 10-13$ a share because it doesn't want to pay out too much cash in dividend payments. Obviously, they can't let it fall below 10$ because (1) as the primary holder they don't want their investment to retain its value and (2) stocks that are below 10$ are viewed as poor performers by hedge fund managers. That's why it won't go below 10$ no matter how bad future guidance may be, well, unforeseen events withholding.
I have a feeling this would have surpassed the 20$ level last year if it had not been for some big player holding it down. The numbers for this company are just too good. Also, Wall St does not favor gaming stocks for whatever reason.