It’s no secret that a portion of the Destiny 2 community is dissatisfied with the current state of the game. But the good news is that Bungie is well aware of that and has every intention to improve the current systems in the game while adding new incentives to complete activities and interact with the world.

Unfortunately, the bad news for publisher Activision is that Destiny 2's struggle will likely lead to lower stock prices for the triple-A publisher. As players and content creators move away from the game, analysis firm Cowen expects Activision will lose out on revenue from in-game sales.

While not the first time that Activision’s stock has faced a downward trend, this latest could mean some major changes are headed the company’s way. Even as Call of Duty waned in popularity, Destiny stood as a promising new property for Activision – one that could potentially take COD’s place and be a huge moneymaker.

Some slight missteps with the economy and approach to Destiny 2, however, have soiled a lot of the fan base on the game. Even top Twitch streamers and YouTube content creators, who played the game every day and even occasionally defended Bungie in the midst of Destiny 1’s biggest controversies, have moved on to new games and coverage. Streaming may be a form of entertainment but it’s also a great source of marketing, and as those content creators move away from Destiny 2, Activision loses out on its branding.

Some of the financial outlook is not related to loss of branding but rooted in the fact that Bungie is trying to move away from microtransactions in the Eververse store or at least give players more avenues to acquire the cosmetics contained within Bright Engrams. And with more ways to obtain these items, there is less of an incentive to put extra money into the game and Activision’s forecasts need to be adjusted.

Whether or not the stock slide for Activision will be significant enough is unclear at this point, but it seems Destiny 2 is a focal point for the publisher moving forward. With another DLC add-on planned for the spring and a presumed major expansion (think Taken King) likely for fall of this year, Activision and Bungie will need to turn the conversation around to keep sales going. Plenty of Destiny 2 fans (and likely a lot of the content creators that have moved away from the game) will buy new content if it comes, but there is presumably a bigger portion of players that will skip out on anything new while the game’s core systems are not up to par.

Destiny 2 is out now for PC, PS4, and Xbox One.