Activision: Who Says We Don't Innovate?
While many will accuse Activision of recycling the same old concepts with major franchises, company executives insist that their critics are missing the bigger picture.
In speaking to Gamasutra, Activision Publishing CEO Eric Hirshberg says "it's a fallacy" to claim that the company isn't innovating. He said they're always looking to contribute to the industry in unique ways and on top of which, it's critical that they continually innovate.
"Gamers are voluntarily spending more and more time with the games that they love, and that by nature drives you to innovate within those franchises, as opposed to maybe the behavior we saw a few years ago, where people grazed more, and sampled things from many different categories, and moved on."
If you're looking for examples, Hirshberg specifically pointed out last year's Skylanders: Spyro's Adventure (which used physical figurines to introduce new characters on-screen), the Call of Duty Elite subscription service, and Call of Duty: Modern Warfare 3, which he says featured "incremental innovations." Added Hirshberg:
"[Innovation is] a hard creative assignment, staying true to the things that people love about a franchise while also figuring out new ways to make it fresh that don't ruin what people loved about it in the first place. There are very few places on our slate where I don't see innovation."
So, now what do you have to say to that?
2/14/2012 8:41:33 PM John Shepard