I am buying up ERTS based on the fact that I personally know 5 people addicted to Ultima. I also like the fact that ERTS is rolling out other winning games... This stock has that strong smell of money. I think you are especially correct as we move into the Christmas season!
The PE (36) is high indeed, but i will stay long because I think this christmas ERTS will break the 40 $ barrier clearly. When this will happen, we will see 45 $ a few days later. The fundamentals I look at are not PE or Mkt Cap. My fundamentals are: Wing commander 5, Sim City 3000, Dungeon Keeper + ext. levels, Need for Speed 2, very good seeling EA sports titles, Ultima etc. Gaming Christmas for all !