Electronic Arts' stock price rose 0.21% to $97.75 a share after Piper Jaffray analyst Michael Olson noted reviews of "Star Wars Jedi" are outpacing even last year's "Battlefield" and "Star Wars Battlefront II."
Olson also hinted he may revise his estimate for sales of "Star Wars Jedi," writing that his current projection of 7 million units "is beginning to look conservative."
The Piper Jaffray analyst has an overweight rating on shares of Electronic Arts, with a price target of $106 a share.
"Star Wars Jedi" has piled up an average Metascore of 87.5, compared to 77.3 for "Battlefield" and 66.3 for "Star Wars Battlefront II," Olson wrote. A Metascore is a measure put out by Metracritic, which compiles a weighted review of reviews by critics.
Twenty-two analysts covering Electronics Arts have buy ratings on the stock, with 12 holds and no sells, according to a Bloomberg survey.
On Wednesday, UBS boosted reiterated its buy rating on Electronic Arts and Activision Blizzard (ATVI) - Get Report , boosting EA to $122 a share, up from $117, which would represent a premium of more than 22% based on Friday's trading price.
The UBS analyst sees strong demand this holiday season for the new titles being pushed by EA and other video gaming companies.
Electronic Arts fell short of analyst estimates when it reported its latest quarterly earnings on Oct. 30. EA's earnings rang in at 78 cents a share, below the 85-cents-a-share estimate of analysts surveyed by Zacks Investment Research.
The video gaming giant reported a 4.8% jump in revenue for the quarter to $1.35 billion.