As business models evolve, as the way you distribute content evolves, as the ability to do things online changes in terms of pricing or trial or sample, I think we've definitely always been out in front of the rest of our competitors.

It's about really being considerate of the culture in the game studios that Activision buys. That's the biggest difference between us and any of our competitors.

Treyarch contributed so significantly to the multiplayer technology that's in 'Modern Warfare 2,' and they didn't really get the credit for that.

Bobby Kotick Quotes