Press Release Details

SANTA MONICA, Calif., July 30, 2010 /PRNewswire via COMTEX News Network/ -- Suspense and intense first-person action reign in Activision Publishing's (Nasdaq: ATVI) Cabela's Dangerous Hunts 2011, the first game to utilize the all new TOP SHOT ELITE hunting controller. Coming late fall for Xbox 360(R) video game and entertainment system from Microsoft, PlayStation(R)3 computer entertainment system, Wii(TM) and Nintendo DS(TM), the game unfolds a story of drama and survival as players face kill-or-be-killed scenarios deep in the wild. All of the console versions are available with the TOP SHOT ELITE, the first-of-its-kind wireless controller that allows players to take aim against the world's deadliest predators.

Developed by the team at Activision that created the guitar controllers for the Guitar Hero franchise, the groundbreaking TOP SHOT ELITE will redefine how first-person action games are played. The Xbox 360 and PlayStation 3 system versions operate with 2.4GHz wireless technology and include a sensor bar and high-sensitivity camera, while the Wii version integrates the Wii Remote(TM) and Nunchuk(TM). The scope includes a red lens filter that gives players a different perspective on the environment, exposing hidden animal tracks and blood trails. The TOP SHOT ELITE also features pump-action reload and an adjustable stock to fit gamers of all sizes.

An extremely high level of production value and attention to detail has been injected into the Cabela's Dangerous Hunts 2011 story and gameplay. Scripted by renowned scriptwriter and creative director Brad Santos, the game tells the story of Cole Rainsford, who has joined his estranged father on an African safari to hunt savage animals that have been terrorizing remote villages. Soon finding themselves stranded, their survival depends on cunning instinct and expert skill to make it out alive. The game also includes next-generation shooting galleries featuring hot-seat, multi-stage and head-to-head multiplayer options - perfect for playing with the TOP SHOT ELITE.

"Cabela's Dangerous Hunts 2011 is the complete entertainment package - no one is offering gameplay this intense and a controller this amazing," said David Oxford, Activision Publishing. "The TOP SHOT ELITE is so captivating that I believe hordes of first-person action fans will snap up the game just to get it."

"Activision went above and beyond to create an extraordinary gaming experience," Bryan Stave of Cabela's. "Cabela's Dangerous Hunts 2011 is the most thrilling game we've ever worked on together."

Cabela's Dangerous Hunts 2011 is slated for a late fall 2010 release. The game is not yet rated by the ESRB.

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 and Nintendo DS are trademarks 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
    Joe@sandboxstrat.com
    415-673-3455

SOURCE Activision Publishing, Inc.

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