Activision CEO: We Need to Fix Our Hardcore Reputation

[John Funk]

Activision CEO: We Need to Fix Our Hardcore Reputation

Eric Hirshberg, the newly-appointed CEO of Activision Publishing, thinks that it may be an uphill battle to correct his company's reputation in the eyes of hardcore gamers, but it's one worth fighting.

Back in April, Activision Publishing CEO Mike Griffith - not to be confused with Activision-Blizzard CEO Bobby Kotick - Kevin Butler [http://www.escapistmagazine.com/news/view/100311-Activision-CEO-Calls-It-Quits] campaign for Sony.

Hirshberg has certainly scored a win with the Butler character, but there's a problem bigger than Sony's previously-incomprehensible advertising ahead of him now - Activision's reputation amongst the "hardcore gaming blogosphere." Speaking with Gamasutra [http://www.gamasutra.com/view/news/29439/Activision_Publishing_CEO_We_Need_To_Correct_Hardcore_Reputation.php], Hirshberg admitted that there were problems. "You sort of can't escape that there's some perceptual problems and an air of controversy, certainly right now."

"I don't think that's anything that's widely-held in the consumer community," said Hirshberg, and he's probably correct in that most of the millions of people buying Call of Duty: The Next One have no idea who Bobby Kotick is. "[But] I definitely think it's something that we need to correct. A company that has so many of the world's most beloved games should have the reputational momentum to match, amongst gamers."

One of the ways Hirshberg could tackle the matter would be to use gamers' sense of humor, as he did with the Kevin Butler character. As it stands, he thinks that videogame marketing feels a bit too serious. "I think that video games are fun, they're entertainment, and advertising should take on that tonality," said Hirshberg, who says that his favorite games include Call of Duty and LittleBigPlanet.

It'll be a hard battle for sure, and it's not a task I envy him for. So here's a free tip, Eric: Teach Bobby Kotick that gamers don't hear the same meaning behind "exploit" as investors do. Or rather, how about you just teach him to think about who's listening before he says things? That might help a little bit.

(Gamasutra [http://www.gamasutra.com/view/news/29439/Activision_Publishing_CEO_We_Need_To_Correct_Hardcore_Reputation.php])

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[Blue Musician]

Does this means they finally listen to the gamer community? I hope so, but something tells me they won't.

 

[the_pleasure_is_mine]

He can start by putting a bullet in Bobby Kotick...

 

[Dana22]

Looks like a nice guys. But looks can be deceiving.

 

[Kevlar Eater]

He can start by putting a bullet in Bobby Kotick...

My thoughts exactly.

 

[Frequen-Z]

"We Need to Fix Our Hardcore Asshole Reputation"

Fixed that. Acitivsion's problem isn't it's target audience, it's the way it presents itself as a company. Kotick isn't a well liked public figure. In fact, quite the opposite, and match that with the Infinity Ward bullshit and the DLC pricing for MW2 and presto, you've got your universally hated company.

 

[Antari]

Yep thats right Eric your now incharge of putting out a 20 story building fire with a glass of water. Congrats!

 

[Booze Zombie]

Enjoy and remember, the secret is not just to make it seem like you're not trying to get easy money, but actually make an original game and not just milk it for years.

Also, Bobby Kotick... something about him, I forget.
Why am I holding a pipebomb?

 

[RobJameson]

Didn't Activision lose all credibility as a 'hardcore' developer back when Call of Duty 3 came out and they decided they'd go for the whole 7 year old 'Zomg quickscope, call my self XxXx OpTiiCzzzz xXxX' audience. Then charge £65 for a horribly inbalanced game, £12 for 2 maps, 2 old ones from the last game they made and then say they want to charge people monthly fees and that they think not having dedicated servers is a fun idea and that gamers REALLY want an average ping of about 200ms and a host with godlike abilities to not frigging die.

 

[The_root_of_all_evil]

See Bobby, it doesn't take much. Just admit that you were a total prick and gamers might start to not use your name for a euphemism for dog eggs.

Eric's already got it. And that headline alone has bought you back a point above certain other manufacturers.

Friday's Headline better not be "Bobby Kotick calls Gamers a 'Resource To Be Tapped'" though...

 

[Abedeus]

But... Activision doesn't make hardcore games. And stopped having a hardcore reputation some time after CoD 2.

 

[Roboto]

He can start with "FREE GAMES FOR EVERYONE!" Like Oprah "You get a game... you get a game.."

 

[Cabisco]

I hope this guy is a step in the right direction, i'd like to see them make a new franchise but I can't help but think that won't happen.

I still don't think i'll be buying any activision games soon though, not with the way they act.

 

[WrongSprite]

This title made me spray tea laughing so hard. Activision is about as "hardcore" as a marshmallow, if they get any more casual they'll start making shovel-ware and family games.

 

[tlozoot]

Incidentally, I wonder how many guys in PR lost their job for allowing Kotick to ever communicate with the gaming public?

 

[z3rostr1fe]

I was hyped when I saw the title, which made me believe that Kotick has been recently kicked. Unfortunately, it is not... Oh well, hope he could make a puppet out of Kotick so that Activision will have a better image.

 

[DTWolfwood]

Lolz yeh man just get your Boss to STFU, then your Golden! XD

 

[10thDegree]

Wait.
People actually LIKED the Kevin Buttler ad campaign?

 

[Keava]

Good step in favor of the supposed 'hardcore' community would be fixing Battle.Net 2.0 for SC2. Give back LAN, give chats, give more map making freedom, get rid of region lock, fix custom games browsing and password protection.

Then again, they probably just will stick those politics to shooters *cries*