Activision: ‘We’re the same guys we’ve always been’

Thursday, 14th April 2011 12:52 GMT By Stace Harman

Speaking in an interview with, Activision’s head of developer relations, Dan Winters, has spoken about the company’s image and the lessons it’s learned from Blizzard.

Winters believes that the perception of the “warm and cuddly Activision; the scrappy, loveable number two,” changed after the merger with Blizzard combined with the phenomenal success of the Call of Duty franchise catapulted the publisher to the number one spot.

“We went from being a very successful company, number two before the merger – in fact in terms of the market share perspective we were teetering on the number one – and then we went to delivering 25 million copies of Call of Duty to consumers at a time when we had Blizzard expanding on the World of Warcraft front. There’s a greater responsibility for a broader audience now,” he said.

“That doesn’t mean that we’ve changed our perspective at all. We have the same sensibility and we’re still the same small town folks that we were before, just with a lot more work to do.”

Asked how the cultures of both Activision and Blizzard have come together, Winters said he believes that Blizzard has taught Activision a lot about maintaining a community of dedicated fans.

“With Blizzcon, things like that, it’s all about community and being part of that special club. We learned a lot from those guys. I’d like to think that there’s a good collaboration on both sides of the coin, but I’ve gotta tell you, those guys are really wicked smart. Any time we get a chance to go over and pick their brain on anything, we certainly take advantage of that.”

As previously reported, Winters also said that the Guitar Hero franchise is not dead, just resting.

The full interview can be found here.



  1. UuBuU

    They are the same. They struck gold with COD, but without it they’re still the same old ordinary company with a very mediocre lineup of games and a couple of once popular but now dead franchises.

    As much as I hate the games Blizzard produce, they have much more staying power. Their three main franchises are strong because they don’t exhaust them with annual releases.

    #1 4 years ago
  2. Naaame

    Still the same as always? Not sure if that’s good or bad, im leaning towards the latter.

    #2 4 years ago
  3. YoungZer0

    Still can’t forgive them for canceling the new True Crime. Bunch of dickless assholes.

    #3 4 years ago
  4. DSB

    More True Crime whining eh? Awesome how people get so attached to a game that had showed pretty much nothing.

    Activision should’ve focused a lot more on widening the selection, instead of banking on a handful of franchises. What I don’t get is why they chose to mostly sign on mediocre developers outside of that. If you look at their line-up there’s a vast majority of developers who will never really go anywhere. That doesn’t strike me as a very sound plan for the future.

    Considering the fact that Activision was founded to establish developers rights in the industry, I think it’s safe to say that they’ve moved slightly away from where they began.

    #4 4 years ago
  5. YoungZer0


    “More True Crime whining eh? Awesome how people get so attached to a game that had showed pretty much nothing.

    Activision should’ve focused a lot more on widening the selection, instead of banking on a handful of franchises.”

    Exactly the reason for the whining. The things i’ve read and heard about this game … we probably missed something good here. What does activision release now? Except of Call of Duty of course.

    #5 4 years ago
  6. StolenGlory


    I think people were more attached to the ‘idea’ of a new True Crime game then the title that was actually in development and as a result, probably had some pretty unrealistic expectations irrespective of the shite reel they showed at the VGA 2009.

    #6 4 years ago
  7. DSB

    @5 We totally agree on that. Activision basically hasn’t moved anything forward in more than a decade. Other publishers are looking at building big communities, adding online passes etc. and they’re sitting on their ass.

    What I don’t get is why True Crime was supposedly amazing. Pre-release PR can pretty much be summed up as bullshit. 90% of journos save their ammunition for the review, because they’re scared of PR reps taking their access away. All you can possibly rely on is what you see, and judging by the limited content they showed, they didn’t have a lot to offer when they pulled the plug.

    Given that the previous game sucked, I don’t get the huge disappointment. It was one of the biggest non-games out there in my opinion.

    #7 4 years ago
  8. YoungZer0

    @7 You gotta consider that the previous game were made by a different developer.

    #8 4 years ago
  9. DSB

    @8 Fair enough, I didn’t bother to check that out, but that doesn’t change what they had to show. There was nothing in those videos that looked even halfway interesting.

    #9 4 years ago
  10. DaMan

    both of the old TC games were utter tripe, and what they showed wasn’t anything exciting either, so I’m glad they cancelled it. they’re still retards for closing down Bizarre though.

    #10 4 years ago
  11. YoungZer0

    @10: Did you play the last games of Bizarre? Their games sucked, i can absolutely understand why they pulled the plug here.

    #11 4 years ago
  12. DaMan

    what’s been released largely depended on the way publisher treated them, their older titles were exceptional. we don’t know neither the deadlines Acti set for them, nor anything what went wrong there for that matter.

    #12 4 years ago
  13. S0meRand0mN00b

    same ol munch of CUNTS

    #13 4 years ago
  14. Hybridpsycho

    They still suck, they succeed with one IP cause of mass-marketing and then they think they’re on top of the world.

    Fuck Activision.

    #14 4 years ago
  15. Zurtech

    So many joke worthy quotes in that, but I think I’ll go with this…
    “Blizzard has taught Activision a lot about maintaining a community of dedicated fans.”

    … you mean Activision has fans?

    If I’m honest all that just made it sound like they know people don’t like them and just see them as a money hungry shallow corporation and are trying to cling to Blizz’s popularity.

    #15 4 years ago
  16. amit4life5

    Same fuck**g assholes that will do every thing for money

    #16 4 years ago
  17. Len

    I’m a whore for the money as well…oops, have I said too much… ;)

    #17 4 years ago
  18. NightCrawler1970

    Yesterday i played MAG online, all sudden i had a message from a friend, to invite to play the game “Black ops”, wich i don’t have, because i just boycot that game, because of fire the 2 main guys(Ifinity Ward) that makes MW1 & WAW…

    beside MAG is more fun :P

    So no more Activision from me!!!!

    #18 4 years ago
  19. SplatteredHouse

    Yeah, Activision are asses that treat their developers (except those who work on daddy’s pet projects) like JUNK, and when those games even do manage to make it out that remains true! Before we even consider True Crime’s demise. To hell with all their reconstituted crap!

    Bizarre’s games sucked, 11? LOL! I can’t speak for Blood Stone, but I do know that’s rubbish to claim that against Blur.

    Oh, and if anybody out of the corner of their eye, should happen to notice Guitar Hero even hint of twitching, do the right thing. That was the worst news of the day to read. We really don’t need that rising to haunt us, next year. Never mind poor Mr. Hawk’s game. That of a kindly adventurous sort, just one that forgets to take the meds every so often.

    One’s obsolete, the other to be kind, a distinct shadow of its former self. Skate 3 didn’t exactly splash to a triumphant return, did it… tbh, I think both of these genres, these subjects are just losing relevence, and if that is the case, then Activision has few places but itself to look to, for some of the reason.
    This publisher just annoys me, with the way they act, and don’t even really have anything I anticipate or value, to counter against that disapproval.

    #19 4 years ago

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