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Activision Wants to Improve its Image

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Activision hasn’t had the easiest PR job of late. With the Infinity Ward debacle, Kotick’s possibly misconstrued comments about taking the fun out of games and milking franchises, increased game prices, and overprices map packs -  gamer opinion about the company isn’t as high as it probably should be.

Speaking to IGN, Activision’s COO Thomas Tippl realises the status quo, and wants to do something about it.

“Obviously, we stay connected to what’s going on in the communities, so we’re not ignorant that there’s a very vocal minority out there that has some very strong feelings,” said Tippl. “Whenever you become number one in any industry, you automatically get a target painted on your back. You’ve got to be able to live with that.”

“There are many things we can probably do better in the way we communicate with the communities so that we don’t run the risk that certain things get pulled out of context and blown out of proportion,” he added.

Tippl iterated – and I think this is the first step in the right direction -  that although the company wants to improve its relationship with gamers, the number one priority will always be videogames.

“At the end of the day, when you look at 2009 and what people bought, it’s Activision games. We were the only publisher that had success in 2009. No one else did. We’re focused on producing great products.”

“Now, can we do a better job from a PR and community management perspective? I think we can. We are focused on doing that, but you will always have a vocal minority that no matter what you do they’re not going to be happy.”

Just focus on making good games – with fewer rehashed and needless sequels ,Activision – and the gamers will follow. Also, it’s probably better to let Kotick just make the money and not do PR. He just seems to be one of those imminently hateable people.

Source : IGN

Last Updated: June 22, 2010

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