Activision wants to improve image, says Tippl

Activision has certainly had its fair share of controversy over the past year - what with the Infinity Ward staffing debacle, higher than standard-priced games and expensive map packs - so it comes as no surprise to hear that the company wants to improve its image.

Speaking in an E3 interview with IGN,  COO Thomas Tippl said that he understands there is some frustration towards Activision amongst some gamers and adds this is a relationship he would like to improve.

"Obviously, we stay connected to what's going on in the communities, so we're not ignorant that there's a very vocal minority out there that has some very strong feelings," said Tippl. "Whenever you become number one in any industry, you automatically get a target painted on your back. You've got to be able to live with that."

He added: "There are many things we can probably do better in the way we communicate with the communities so that we don't run the risk that certain things get pulled out of context and blown out of proportion."

Tippl also said that although the company's planning to improve its relationship with fans, the number one priority will always be videogames.

"At the end of the day, when you look at 2009 and what people bought, it's Activision games. We were the only publisher that had success in 2009. No one else did. We're focused on producing great products.

"Now, can we do a better job from a PR and community management perspective? I think we can. We are focused on doing that, but you will always have a vocal minority that no matter what you do they're not going to be happy."

Activision threw a huge party at E3, maybe the start of the bridge-building Tippl's promising.

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