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Hirshberg: “You can’t say” Activision isn’t investing in new ideas

Tuesday, 21 June 2011 00:52 GMT By Brenna Hillier

Activision Blizzard publishing head Eric Hirshberg feels the company doesn’t get enough “credit” for its investment in IP beyond Call of Duty and World of Warcraft.

“I don’t feel like Activision gets credit for the support it gives to the big ideas we get behind. And when we get behind something, we get behind something big,” the executive told IndustryGamers.

“I think that any company who has the scale and kind of hits that we do would be just as motivated to protect them and to invest in them as we are. I think when you have a massive hit like Call of Duty or you have the kind of hit that Blizzard has in World of Warcraft, the first priority, of course, is to focus on and put every resource possible into keeping that leadership position.

” … But I think it is an unfair characterisation to say that that’s all we’ve got.”

Hirshberg highlight a “pretty big investment” in Skylanders: Spyro’s Adventures, a “doubling down” with Prototype 2, and a “huge investment” in Bungie’s “new intellectual property and a new gaming universe”.

“These are all things that take real innovation,” he argued.

“You can critique us for narrowing our slate and making tough decisions, but what you can’t say is that we’re not investing in new IP and new ideas. When Toys for Bob came up with the idea of bringing toys to life, we put everything behind them. We gave them the time and the resources they needed to make it great.

“Now if it succeeds remains to be seen, but you can’t say that Activision underinvested in new ideas. You can’t say that we’re under investing in Bungie. You can’t say that we’re under investing in Radical and Prototype,” he reiterated.

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16 Comments

  1. Hunam

    Well it’s because we have no idea what else you are doing because you only seem to let us know about CoD and Blizzard stuff.

    #1 4 years ago
  2. Phoenixblight

    Spyro another game that is based off overpriced pieces of plastic. Prototype 2, which the original was mediocre at best, and you do a sequel? Bungie is the only one that I would be curious about because it’s Bungie.

    #2 4 years ago
  3. Hunam

    Prototype is one of the finest games around sir. You are mistaken in your observation of it’s merit and I think we should duel over this matter.

    #3 4 years ago
  4. TikiSadZombie

    Funny, I just did say it.

    #4 4 years ago
  5. Phoenixblight

    @3

    It had lots of potential for the more action based super hero game I will give it that but it was horribly implemented and the gameplay was shoddy at best. If they can improve on those I would seriously consider buying it.

    #5 4 years ago
  6. DSB

    Sledgehammers own IP is going to be interesting as well.

    I think you’re both right though. Currently they aren’t showing anything halfway interesting beyond their megaton franchises. All the while putting out crappy Spiderman and Transformers games.

    That’s just not the way to go. I think it’s great that they reupped for Prototype though, it had huge potential, but if they sign up for a sequel without making sure it’s going to be good, then they just look incompetent.

    #6 4 years ago
  7. Kuwabara

    another case of jews supporting jews, no matter how badly they fucked up

    #7 4 years ago
  8. ASBI

    I admit that they arent as good as the others

    but I wont say that a game is mediocre just because it was published by a greedy publisher

    they milk their popular franchises ? so what ? EA and ubi do that too

    how many nfs games did we see this generation ? 6 games and the 7th is on the way

    #8 4 years ago
  9. Phoenixblight

    @8

    I never stated it was a mediocre game because it was published by Activision. It was a mediocre game because *shock* it was a mediocre game.

    #9 4 years ago
  10. DSB

    @7 I don’t think you’re on the right site right now.

    #10 4 years ago
  11. Hunam

    @7 erm… I don’t think we asked for any random idiot racism today.

    Wait… you’re Mel Gibson aren’t you?

    #11 4 years ago
  12. deadstoned

    Their certainly innovative in new ways to nickel and dime us at whatever we do in COD. But apart from that I see little innovation. EA may have once been similar, but right now their the ones bringing new ideas and new innovation. And of course Take two and everyone else also do hell a hell of a lot of innovation. But Activision………. no……

    #12 4 years ago
  13. Dralen

    Activision made a deal with Bungie for one reason; they saw Bungie as the current big developer and wanted their next franchise for themselves. Because that’s what Activision does, they take a great franchise and milk as much money as they can from it and then move on to the next one. In fact, I wouldn’t be surprised if Activision buy up Bungie if their next game turns out to be a hit.

    #13 4 years ago
  14. ultramega

    AHAHAHAHAHAHAHAHAHAHAHAHA. Man. He really should go into comedy.

    #14 4 years ago
  15. OlderGamer

    The funny part to me is that everything he listed there new or old is pretty generic. No disrespect to anyone working on said games, but none of them are boundry moving.

    #15 4 years ago
  16. IL DUCE

    Yeah either way even with Spiderman, Spyro, Prototype, 007, Transformers and whatever else Acti brings out, they are all mediocre games and franchises…that’s why all Acti is seen for is CoD and WoW is because that’s all they are and frankly, probably the only reason they are still in business at all…I will give you maybe Starcraft II on there as well since that’s been successful, not as big as WoW though, plus it takes Blizzard 10 years to come out with a new game so there is obviously innovation between franchise entries since it took forever to come out, yet Acti turns out CoD year after year, with little to no innovation…I’m not saying others don’t do it, but its all that Acti does, milk the two big cash cows and drop mediocre games the rest of the time…

    And no one told you to put “huge” investments in Prototype 2 and Spyro…so if that doesn’t work out that’s your fault…Bungie on the other hand is a somewhat justified investment, curious to see what they have up their sleeves…and then it will just be three big cash cows (Bungie, Blizzard and CoD)

    #16 4 years ago

Comments are now closed on this article.

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    It’s the final week of Sony’s Spring Fever Sale which means more games have been added to the mix. Shovel Knight, which launches today is one offer, and the rest are all Cal of Duty titles. The Taken movie series is on sale as well. With Shovel Knight available today on PlayStation 3, PS4 and […]

  • Drivers for Xbox controllers, voice messages, more features available in Xbox One preview

    Microsoft has announced new features coming to Xbox One and the Xbox App on Windows 10 through the preview program this month. Some of the new features have been requested by the community for both Xbox One and Xbox One SmartGlass. Here’s what to expect, straight from the horse’s mouth: Xbox on Windows 10 Game […]

  • Total War: Warhammer has been announced for PC, Mac, SteamOS

    Total War: Warhammer has been announced after previous teases from The Creative Assembly touched upon it. The game will contain “gigantic monsters, flying creatures, legendary heroes and storms of magical power.” It is also the first in a trilogy which includes two additional standalone titles and extra content packs. It will feature thousands of warriors […]

  • This video for The Witcher 3: Wild Hunt features a quest from the prologue

    A new video for The Witcher 3: Wild Hunt has been released, showing off the Precious Cargo quest contained in the game’s prologue. The quest tasks Geralt with helping a merchant retrieve a mysterious box from the swamps. The scene looks familiar, but we’ve seen so many videos for the game it’s hard to tell […]

  • Limited public beta for The Elder Scrolls Online kicks off tomorrow on consoles

    The limited public beta for The Elder Scrolls Online: Tamriel Unlimited will launch on PlayStation 4 and Xbox One tomorrow, and Sony has provided details on the tester for those who’ve been invited to participate. The beta test contains the full version of the game and will run from April 23-27, and will start and […]

  • Dying Light debuts in second place on Media Create charts

    Techland’s Dying Light made its debut in Japan lats week, coming in a respectable second place behind Nintendo’s Girls Mode 3: Kirakira Code. The zombie shooter sold 25,530 units on PlayStation 4, while the top earner for the week moved a little over 55,000 units on 3DS. Another western release when landed on the chart, […]

  • Lord of Magna: Maiden Heaven will release in the west this June

    Lord of Magna: Maiden Heaven has been given a release date by XSEED Games, which announced the localization back in February. The title will launch for 3DS in North America on June 2 digitally and through retail. It will be an eShop only title in Europe and Australia when it releases on June 4. A […]

  • This Overlord video teases four new faces of evil

    A new Overlord game is in the works, going by the previous teasing and this video – which teases the possibility of four-payer co-op. Or just four characters to choose from. We don’t know just yet – all we know is the team is asking you to “join the fellowship.” A new entry in the […]

  • GTA movie will star Daniel Radcliffe as Rockstar’s Sam Houser, the BBC confirms

    The GTA movie Game Changer will star Daniel Radcliffe as Rockstar co-founder and president Sam Houser, theBBC has confirmed. The BBC also confirmed Bill Paxton will play Jack Thompson, a role Paxton already confirmed last week when speaking with Deadline. Here’s the synopsis per the BBC: “Conceived for an adult audience, this special 90-minute drama […]

  • Take a look at Etrian Odyssey 2 Untold’s Classic Mode

    Etrian Odyssey 2 Untold’s Classic Mode has received a trailer today. Etrian Odyssey 2 Untold will come with two modes, Classic and Story. Classic Mode was trailered today and in it, you’ll get to make your party by choosing from 13 classes. You’ll be able to customise them too using the character creation tool. Revamped […]

  • Shovel Knight: Plague of Shadows to come with new challenge mode

    Shovel Knight’s upcoming expansion Plague of Shadows will bring with it a new challenge mode. Shovel Knight developer Yacht Club Games has revealed the challenge mode, one of the new additions coming to the game with the free Plague of Shadows expansion. “Are you more into digging than distillation? Already have your Feats book long […]

  • Nvidia releases complete graphical guide for GTA 5

    Those with GeForce cards will be happy to know that Nvidia has released a comprehensive graphical tweaks guide for GTA 5. Nvidia usually produces graphical guides for the big AAA games, and GTA 5 is no different. Their guides offer in-depth coverage of each in-game setting, how much they affect framerate, if they can be […]

  • Cthulhu voodoo: why Bloodborne is the best Lovecraftian game

    Sherif Said tackles Bloodborne’s links to Lovecraftian horror, explaining why you should face the madness and immerse yourself in its lore. Spoilers inside. No other game could commit to its themes so religiously without feeling the need to compromise its vision and veer towards accessibility. Bloodborne stands tall above any game that dares attach itself […]

  • WWE 2K15 is coming to PC this year

    WWE 2K15 will make its way to PC this spring. WWE announced that WWE 2K15 will make its debut on PC in the spring. The game will be based on the PlayStation 4 and Xbox One versions, both of which came out in November. MyCareer and 2K Showaces modes are included, as well as all […]

  • GTA 5 PC: new mod adds snow to GTA Online

    If you’re looking to get some snow in your GTA Online, someone figured out a way. Modder ECB2 created a mod that works with GTA Online on PC. The mod is called “Snow in GTA Online” and it does what it says on the tin. YouTube channel imperfectplayers captured a video showing it in action. […]

  • Deals with Gold: Call of Duty edition

    Xbox Live Deals with Gold for the week of April 20 are now live with mostly Call of Duty games. Various Call of Duty games are on sale on Xbox One and Xbox 360 through Xbox Live this week. Indie games Never Alone and We Are Doomed managed to sneak in as well. With the […]

  • Mortal Kombat X: PSN sign in problems fixed in new patch

    Patch 1.03 is now live for Mortal Kombat X and it brings an end to the aggravating sing in issue encountered by some users on PS4. Mortal Kombat X 1.03 patch has been released. The patch fixes bug CE-34878-0, which affected the PlayStation 4 version. The bug caused users to have to log in and […]

  • GTA 5 PC: new patch fixes Windows Media Player issue, getting stuck in the clouds

    GTA 5 has received a new patch on PC to fix issues caused by the lack of Windows Media Player and getting stuck between online matches. Patch 335.1 is now available to all owners of GTA 5 on PC. The strange issue that affected those who didn’t have Windows Media Player installed, has been fixed. […]

  • Halo 3: ODST and Relic remake come to The Master Chief Collection in May

    Halo 3: ODST and Halo 2′s Relic map remake are coming to Halo: The Master Chief Collection next month. 343 Industries has announced that Halo: The Master Chief Collection owners will get Halo 3: ODST campaign and the Relic remake in the next content update, due in May. And as promised, the April update has […]

  • Rockstar says Social Club wasn’t hacked, account details leaked from other websites

    Following a number of reports from users who had their Social Club accounts hijacked, Rockstar has confirmed that the service has not been hacked. Over the last couple of days, a few users on Reddit and Rockstar Twitter support started reporting getting kicked out of their GTA Online sessions and seeing an error telling them […]

  • That Destiny: House of Wolves teaser is packed with new intel, Reef reveal at 11.00am PST today

    The new Destiny: House of Wolves social space was revealed more fully than you might believe in today’s teaser. A teaser for a Destiny: House of Wolves’ new social space went live earlier to advertise today’s full reveal. But resident Destiny expert Arekkz went over the teaser with his very fine-toothed comb and turned up […]

  • Star Wars Battlefront content not shaped by DLC plans, says producer

    Star Wars Battlefront may have DLC on the cards already, but DICE hasn’t built the game with extra content in mind, apparently. Star Wars Battlefront releases on November 17, and then on December 8, before the launch of the new movie, it’ll receive a slab of tie-in DLC. This early, pre-meditated content drop is a […]

  • We’ll finally get a look at Sniper: Ghost Warrior 3 at E3 in June

    CI Games will show off Sniper: Ghost Warrior 3 at E3 in June, according to the event’s official website. The Lords of the Fallen developer confirmed the game was in the works back in December as a AAA “production effort”. It is set during a modern day conflict in Eastern Europe and players will be […]

  • Ultima 7 Complete, Wing Commander 3, others added to Humble Origin Bundle 2

    The Humble Origin Bundle 2 has been updated with four more titles. The new titles are for Windows only and are SimCity 2000, Wing Commander 3: Heart of the Tiger, Wing Commander 4: The Price of Freedom and Ultima 7: The Complete Edition. All can be yours if you pay above the current average, which […]

  • Don’t Starve Together has been updated to inlcude Reign of Giants expansion

    Don’t Starve Together has been updated and now includes “the vast majority” of the Reign of Giants content. Players who currently own Don’t Starve on Steam will get Don’t Starve Together for free when it exits Early-Access. During Early-Access, current owners of Don’t Starve get 2 copies of Don’t Starve Together through the Frontier Pack […]