Activision on its reputation: “Some people are going to hate because hating is more fun”

Wednesday, 27th April 2011 05:58 GMT By Nathan Grayson

Without a doubt, Activision’s the publisher that everybody loves to hate. But is the unending torrent of bile justified? After all the recent lay-offs and cancellations, you could be forgiven for thinking so. Activision community manager Dan Amrich, however, thinks gamers haven’t quite given the “evil empire” its fair shake.

“I’d like to think it’s both ways — Activision should keep trying to be transparent, to show skeptical gamers ‘this is why this was done’ and ‘this is how we feel about this thing which you also care about very deeply’ — that’s step one,” he replied to GamesRadar when asked how Activision should improve its standing with gamers.

“But gamers, on their part, have to be willing to listen to those things and take them at face value. If the audience says ‘But I don’t care because you’re Activision,’ well, that won’t work either. Activision could be giving orphan kids prosthetic limbs and you’d still have haters who say they’re building a cybernetic army for their own nefarious purposes. Some people are going to hate because hating is more fun.”

“But if we can get both sides to lower that wall a bit – the big corporate wall and the gamer knee-jerk reaction – then we might be able to get somewhere. But at the end of the day, if the games are not good, nobody will care anyway,” he added.

Amrich also noted that Bobby Kotick takes absurd amounts of flack (try Google image searching him for proof), but that’s not necessarily justified. “You know, if you get a meal you don’t like, you want to talk to the manager, not the chef,” he explained.

Now we just want someone to popularize an image of Bobby Kotick as a downtrodden, single-tear-crying McDonald’s manager. We’re not entirely sure that’s what Amrich was going for. At any rate, the full interview’s chock full of choice bits, so check it out if you’re interested in hearing from an Activision employee who’s definitely not afraid to speak his mind.



  1. Phoenixblight

    ““But if we can get both sides to lower that wall a bit – the big corporate wall and the gamer knee-jerk reaction – then we might be able to get somewhere. But at the end of the day, if the games are not good, nobody will care anyway,” he added.”

    Yeah that would be the problem except what games has put out that was good and not half baked out side Blizzard and COD. Prototype….. Nope that was pretty half baked lots of issues it had shown it was rushed, good idea but poorly executed. Guitar…… Alright couldn’t do it with a straight face.

    “Activision could be giving orphan kids prosthetic limbs”
    Well that would be a start on looking like a good company that and removing Kotick and cut his pay by half and put that money into actual innovation.

    Activision died for me as a publisher when they closed shop on Troika Games.

    #1 4 years ago
  2. I Am A Troll

    That penetrating stare is unnerving. Reminds me of the Elvish lady Galadriel. It is said by folk who pass by Ered Mithrin, that this Elf can read one’s most inner thoughts. I hope this not the case for Bob Kotick too.

    #2 4 years ago
  3. dtyk

    Oh, my, god.

    He totally just pulled a “Haters gonna hate”.

    #3 4 years ago
  4. UuBuU

    He’s right. A lot of people will hate anything that’s popular. It’s exactly the same in music. But there are some legitimate reasons for disliking Activision as well.

    Firstly, they milk their big franchises too much. This isn’t something new with COD… they’ve always done it. People are obviously going to get sick of seeing pretty much the same thing every year. Why can’t they take a page out of Rockstar’s book and keep people waiting between releases?

    Secondly, there’s clearly a bitter taste in peoples mouths over the map packs. They make enough damn money from the franchise – why don’t they take a page out of Valve’s book and release new content for free? Or better yet, just don’t release map packs at all and let people modify the game to make their own maps.

    #4 4 years ago
  5. HauntaVirus

    I’m a hater…yet I still buy all the CODS…fuck…

    I’ll never buy a Treyarch game again though, that’s for DAMN sure!

    #5 4 years ago
  6. Gekidami

    He’s actually right, most of the hate towards CoD is unjustified and hypocritical, most of the time.

    #6 4 years ago
  7. Tomo


    Stole the words from my jpeg.

    #7 4 years ago
  8. Blerk

    Hating’s certainly more fun than most of your games, Acti. :-D

    #8 4 years ago
  9. Erthazus

    Insert “Haters gonna hate” picture.

    @6 stop being a fanboy once in a while. No one hates COD. People hate the game for a reason.

    #9 4 years ago
  10. DarkElfa

    Every time I see Kotick’s smug grin I want to punch it in.

    #10 4 years ago
  11. Golden


    #11 4 years ago
  12. Unlimax

    hardy har har … anyhow learn from your mistakes Activision !

    #12 4 years ago
  13. LOLshock94

    hes right yous all hate COD because its huge even though they get better reviews then most ever games

    #13 4 years ago
  14. Christopher Jack

    @13, No, most people hate it because they believe it’s over hyped & doesn’t deserve it’s level of success for being overly simplistic.

    #14 4 years ago
  15. Gekidami

    lol “No one hates CoD. People hate the game”.
    Ok then.

    #15 4 years ago
  16. reask

    Thing is a lot of folks really enjoy it.
    Must be doing something right.

    #16 4 years ago

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