Activision studios to focus on one title at a time

Wednesday, 7th July 2010 23:31 GMT By Stephany Nunneley


Activision executive VP of worldwide studios Dave Stohl has said the company has moved away from a business model where multiple studios work on more than one project at a time.

Speaking with Joystiq during E3, Stohl said this kind of thinking no longer made sense this day and age.

“It doesn’t make sense anymore,” he said. “You’ve really got to focus.

“People want the freedom to put all their resources against the big opportunity, and that’s what we’re trying to do. We saw it kinda coalesce around one or two titles a publisher.

“On the Guitar Hero side, yeah, we’re not pursuing the strategy of doing as many SKUs as we were. And that’s a good thing, because that will simplify the strategy around one release on the Guitar Hero side and focus on innovation there.

“So the opportunities and projects are just bigger; they’re more challenging. And it absolutely takes focus. I mean, it really does.”

This means that Activision studios like 7 Studios, Beenox, Bizarre Creations, FreeStyleGames, High Moon Studios, Infinity Ward, Neversoft, Radical Entertainment, Raven Software, Sledgehammer Games, Treyarch, and Vicarious Visions will only be working on one project at a time.

Stohl also said Activision’s looking to create more games with a connected network where online play and community is promoted among users.

“The fact that Call of Duty is a game that really promotes a connected network — this big backend environment that promotes competition, that promotes play with your buddies — I think those are important things we want to see in all of our games,” Stohl said.

“That doesn’t mean that every game is a natural hardcore, ‘player versus player’ kind of experience, but there’s a certain kind of community — social connected piece — to it.”

Current games in the works at Activision include: Call of Duty: Black Ops, Monster Jam 2011, DJ Hero 2, Spider-Man: Shattered Dimensions, Guitar Hero: Warriors of Rock, Wipeout: The Game, GoldenEye 007, and True Crime: Hong Kong, among others.



  1. CroMagnon

    Right, because of course film studios only ever work on a single film at any given time…just like every car company only makes one car. Imagine going to a restaurant that only had one thing on the menu…

    I could go on, but I wont’t. I’ve bored myself.

    #1 5 years ago
  2. Bulk Slash

    Basically, I think he’s saying why have two teams working on two different games when you could have both teams working on sequels.

    #2 5 years ago
  3. Gheritt White

    “People want the freedom to put all their resources against the big opportunity”

    That’s not freedom! That’s developers being told what to make!

    #3 5 years ago
  4. JPickford

    I think this puts individual studios in quite vulnerable position. One flop and they’re looking at closure. And what do they do with all the staff at the start of a project? They’ll have to overlap development with next sequel of the same game. Seems a bit daft to me.

    #4 5 years ago
  5. Captain Fruitloop

    Not good news for Bizarre Creations, who have two teams – the racing game team and an action game team. Given that Acti bought BC specifically to acquire a top quality racing game team, what does this now suggest for the future of the studio’s other team?

    #5 5 years ago
  6. daytripper

    @5 To be fair to bizarre creations the marketing campaign for Blur was terrible, Blur is a decent game and probably deserved more sales especially for its multiplayer.

    There is something about Activision, if it isnt Call of Duty they wont go out and market it properly, tv ads and that sort of thing not to mention the whole May release schedule was daft.

    #6 5 years ago
  7. Captain Fruitloop

    I didn’t say anything about Blur, or its sales or poor marketing. Acti bought BC because it wanted a studio with a great track record for producing quality driving games. If BC is now only going to be making one game at a time now, then that game will be a driving game, so things might now not look good for the studio’s other non-racer team.

    #7 5 years ago

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