Among other things, because of what you just said (bolded). This game is expected to have huge sales. So when they make their sales public and those expectations are confirmed, not a lot will happen to the price of stock because this has already been factored in into the price. I can highly recommend reading a book like 'Wisdom of the crowds' (forgot the author).
Doesn't surprise me at all.
Anyway, seeing a guy above me bought when the stocks were at 18+, he is screwed right`?