Don't confuse Activision/Bungie shifting the currency risk to consumers with something they 'have' to do. In fact as someone who works in a $ denominated industry we are constantly struggling with ways to mitigate these risks but there are easier ways to do this such as:
- Change the pricing in the event of currency shifts, not that hard to do esp. to end users
- Eat the cost yourself, for sufficiently important deals this is done all the time
- Work with retail partners to demand forecast better and do a single shipment (mitigates risk over time but carries warehousing costs)
The easiest answer would be an elastic price that shifts in response to currency markets, very easy to do with digital goods harder with physical. For physical goods though these shipments tend to happen in waves, Activision/Bungie and their retail partners already have a lot of data on likely initial demand as they know both how much Destiny shipped and return rates. After that first ship date later shipped quantities are low enough that currency risk is a tiny % of margin (mostly these shipments are to ensure shelf presence)
Oh and also:
http://www.youtube.com/watch?v=etSLbQPzT4o
