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Activision Blizzard is the largest videogame publisher in the world. As an industry leader, Activision is an easy target for gamers to express their displeasure. Dan Amrich, former videogame journalist and Activision's social media manager, defended the gaming giant in an interview by saying the publisher has not earned all the bad press it receives.
Amrich believes that gamers' bad feelings began with Activision's merger with Vivendi Games in 2008. Activision's CEO Bobby Kotick orchestrated a deal, whereby Vivendi's Blizzard Entertainment would become a part of Activision. Blizzard Entertainment is responsible for the subscription-based blockbuster World of Warcraft as well as the StarCraft, Warcraft, and Diablo franchises. The merger created Activision Blizzard, the world's biggest and most successful videogame publisher.
Kotick remained CEO after the merger, and he is often the subject of criticism. Amrich maintains that there exists a great deal of misinformation about Kotick and that he is a natural target as the man at the top.
Many critics claim Kotick is not a fan of videogames, and only cares about only making profits. However, Kotick has spent the last twenty years rebuilding an insolvent videogame publisher, and says that because of his responsibilities as a single father he cannot play videogames as much as he would like. He also reminds critics that he played a lot of games during high school and college which is what fueled his passion for games to begin with.
"It comes with the territory," said Amrich regarding negative public sentiment for Activision. "In gaming, we are all trained from birth to root for the underdog. Activision is a multi-billion dollar corporation with a string of hit franchises, global success, and market leadership. That does not sound anything like an underdog to me."
While Activision Blizzard may foster mixed emotions among gamers, the company is still responsible for some of the most successful videogame titles in history. Since Bobby Kotick became CEO in 1991, Activision has produced blockbuster titles including the Tony Hawk Pro Skater, Guitar Hero, and Call of Duty series.
Amrich believes that gamers' bad feelings began with Activision's merger with Vivendi Games in 2008. Activision's CEO Bobby Kotick orchestrated a deal, whereby Vivendi's Blizzard Entertainment would become a part of Activision. Blizzard Entertainment is responsible for the subscription-based blockbuster World of Warcraft as well as the StarCraft, Warcraft, and Diablo franchises. The merger created Activision Blizzard, the world's biggest and most successful videogame publisher.
Kotick remained CEO after the merger, and he is often the subject of criticism. Amrich maintains that there exists a great deal of misinformation about Kotick and that he is a natural target as the man at the top.
Many critics claim Kotick is not a fan of videogames, and only cares about only making profits. However, Kotick has spent the last twenty years rebuilding an insolvent videogame publisher, and says that because of his responsibilities as a single father he cannot play videogames as much as he would like. He also reminds critics that he played a lot of games during high school and college which is what fueled his passion for games to begin with.
"It comes with the territory," said Amrich regarding negative public sentiment for Activision. "In gaming, we are all trained from birth to root for the underdog. Activision is a multi-billion dollar corporation with a string of hit franchises, global success, and market leadership. That does not sound anything like an underdog to me."
While Activision Blizzard may foster mixed emotions among gamers, the company is still responsible for some of the most successful videogame titles in history. Since Bobby Kotick became CEO in 1991, Activision has produced blockbuster titles including the Tony Hawk Pro Skater, Guitar Hero, and Call of Duty series.
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