Press Release Details

SANTA MONICA, Calif., JULY 23, 2010 /PRNewswire via COMTEX News Network/ -- The hunt is on in Activision Publishing, Inc.'s (Nasdaq: ATVI) Cabela's North American Adventures, coming this September for Xbox 360(R) video game and entertainment system from Microsoft, PlayStation(R)3 and PlayStation(R)2 computer entertainment systems, PSP(R) (PlayStation(R)Portable) system, and Wii(TM). The Wii(TM) version will be available as a bundle with the TOP SHOT, the hunting peripheral that revolutionized the genre. Cabela's North American Adventures gives players the opportunity to experience North America's greatest hunts in over twenty prime hunting locations across the continent.

Cabela's North American Adventures introduces fresh touches that hunters will appreciate, including a custom gun builder that allows players the ability to create thousands of gun options with a variety of receivers, stocks, barrels, and scopes. The game also capitalizes on the popularity of hunting shows and online videos by adding a cameraman into gameplay - to get compelling footage, hunters need to be at their best! Also, for the first time in franchise history, up to four friends can hunt together online at once (Xbox 360 and PlayStation(R)3). Once the hunt is done, friends can share their scores through online leader boards for bragging rights.

"Cabela's North American Adventures integrates real world details shared by Cabela's while focusing on stealth, marksmanship, and mastering a diverse set of hunting skills," said David Oxford, Activision Publishing. "We've refined these core aspects of the sport and added new innovations to extend our franchise's lead in this genre."

Arcade-style TOP SHOT shooting galleries add to the fun, where you can collect power-ups to enhance your abilities and score big points. Last year's hit Wii(TM) title Cabela's Big Game Hunter 2010 introduced the TOP SHOT hunting peripheral, and now Cabela's North American Adventures further integrates it by adding head-to-head multiplayer and refining the arcade-style gameplay to make it even more action packed.

"Activision has proven that they understand what is important to outdoor enthusiasts," said Bryan Stave of Cabela's. "The approach to Cabela's North American Adventures is completely original, while improving on what fans of the franchise have come to expect."

Cabela's North American Adventures is slated for a September 2010 release. The game is rated T for Teen by the ESRB.

About Cabela's

Cabela's Incorporated, headquartered in Sidney, Nebraska, is a leading specialty retailer, and the world's largest direct marketer, of hunting, fishing, camping and related outdoor merchandise. Since the Company's founding in 1961, Cabela's(R) has grown to become one of the most well-known outdoor recreation brands in the world, and has long been recognized as the World's Foremost Outfitter(R). Through Cabela's growing number of retail stores and its well-established direct business, it offers a wide and distinctive selection of high-quality outdoor products at competitive prices while providing superior customer service. Cabela's also issues the Cabela's CLUB(R) Visa credit card, which serves as its primary customer loyalty rewards program. Cabela's stock trades on the New York Stock Exchange under the symbol "CAB."

About Activision Publishing, Inc.

Headquartered in Santa Monica, California, Activision Publishing, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products.

Activision maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Ireland, Italy, Sweden, Spain, Norway, Denmark, the Netherlands, Australia, South Korea, China and the region of Taiwan. More information about Activision and its products can be found on the company's website, www.activision.com.

Cautionary Note Regarding Forward-looking Statements: Information in this press release that involves Activision Publishing's expectations, plans, intentions or strategies regarding the future are forward-looking statements that are not facts and involve a number of risks and uncertainties. Activision Publishing generally uses words such as "outlook," "will," "could," "would," "might," "remains," "to be," "plans," "believes," "may," "expects," "intends," "anticipates," "estimate," future," "plan," "positioned," "potential," "project," "remain," "scheduled," "set to," "subject to," "upcoming" and similar expressions to identify forward-looking statements. Factors that could cause Activision Publishing's actual future results to differ materially from those expressed in the forward-looking statements set forth in this release include, but are not limited to, sales levels of Activision Publishing's titles, shifts in consumer spending trends, the impact of the current macroeconomic environment, the seasonal and cyclical nature of the interactive game market, Activision Publishing's ability to predict consumer preferences among competing hardware platforms, declines in software pricing, product returns and price protection, product delays, retail acceptance of Activision Publishing's products, adoption rate and availability of new hardware (including peripherals) and related software, industry competition including from used games and other forms of entertainment, litigation risks and associated costs, rapid changes in technology, industry standards, business models including online and used games, and consumer preferences, including interest in specific genres such as music, first-person action and massively multiplayer online games, protection of proprietary rights, maintenance of relationships with key personnel, customers, licensees, licensors, vendors, and third-party developers, including the ability to attract, retain and develop key personnel and developers that can create high quality "hit" titles, counterparty risks relating to customers, licensees, licensors and manufacturers, domestic and international economic, financial and political conditions and policies, foreign exchange rates and tax rates, and the identification of suitable future acquisition opportunities and potential challenges associated with geographic expansion, and the other factors identified in the risk factors sections of Activision Blizzard's most recent annual report on Form 10-K and any subsequent quarterly reports on Form 10-Q. The forward-looking statements in this release are based upon information available to Activision Publishing and Activision Blizzard as of the date of this release, and neither Activision Publishing nor Activision Blizzard assumes any obligation to update any such forward-looking statements. Forward-looking statements believed to be true when made may ultimately prove to be incorrect. These statements are not guarantees of the future performance of Activision Publishing or Activision Blizzard and are subject to risks, uncertainties and other factors, some of which are beyond its control and may cause actual results to differ materially from current expectations.

©2010 Activision Publishing, Inc. Activision is a registered trademark of Activision Publishing, Inc. "PlayStation" is a registered trademark of Sony Computer Entertainment Inc. © 2010 Microsoft Corporation. All rights reserved. Microsoft, Xbox, Xbox 360, Xbox LIVE and the Xbox logos are trademarks of the Microsoft group of companies and are used under license from Microsoft. Wii is a trademark of Nintendo. All other trademarks and trade names are the properties of their respective owners. All other trademarks and trade names are the properties of their respective owners. All rights reserved.

    Contact:
    Joe Menke
    Sandbox Strategies
    (415) 673-3455
    Joe@sandboxstrat.com

SOURCE Activision Publishing, Inc.

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