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# E3 Interview: Activision CEO

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## Video: E3 Interview: Activision CEO

[Watch (HLS stream): E3 Interview: Activision CEO](https://cdn.jwplayer.com/manifests/SQVsLv2T.m3u8) (3:04)

![E3 Interview: Activision CEO](https://cdn.jwplayer.com/v2/media/SQVsLv2T/poster.jpg?width=720)

_Published 2014-06-17. Check out TIME's E3 interview with Activision's CEO Eric Hirshberg._


---

Jul 27, 2023 4:51 PM UTC

---

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[Activision CEO: Thoughts on Virtual Reality](/video/6i4qv7w8/)

### Activision CEO: Thoughts on Virtual Reality

---


## Transcript

[ MUSIC ] [ NOISE ] So, our, our strategy as a company, is to stay extremely focused on doing a few things. Things exceptionally well. At the end of the day, if you don't innovate and you don't come up with new ideas. If you have an established franchise you're not going to bring people back every year and if you have a new franchise, you're not going to break through so if you look at our portfolio, we're showing off our latest installment in the call of duty franchise which is unique in that it's our first three year development for the franchise. It's the first time we've had a new lead developer.

On a Call of Duty game in a decade and iconic new villain with Kevin Spacey. New facial exclamation technology that looks near photo real, almost as good as, you know, what you're seeing in Hollywood movies. So we made a dream list together and Kevin Spacey was right at the top of it. Next up is Bungee's next, hopefully, you know, huge franchise called Destiny. We called it. The traveler. And its arrival changed us forever. Destiny is an innovative idea that brings together pieces from genres that haven't been mashed up before. It's a, on one hand, it's a first person action game, on the other hand, it's got the persistent world and the investment in your character that you would find in a, in an MMRG or an RPG game, so.

That's a really fresh idea that we hope catches on and we actually think it creates a new genre called the shared world shooter. It's no fun being frozen. And then finally, Skylanders Trap 2. Skylanders is a game that we hold intellectual property that we developed a few years back that really disrupted two industries, both the toy industry and the gaming. In the industry by bringing them together with toys that come to life inside a video game. And this is our fourth game in that series called Skylanders Trap Team. And this lets kids kind of reach into the game and pull toys out. It's very cool.

We! Nar! Given the massive success that we've had with Skyliners, I think that competition was inevitable and it was really only a matter of time until other companies who have relevent IP looked at the success of Skyliners and said, " Hmm, I wonder if we can compete in that area ?".. So, Skyliners is actually the anomaly for a brief period. We didn't have competition because we invented the category so, you know, everywhere. We are competing, we are trying to lead with innovation. [ MUSIC ] We're seeing a lot of interesting attempts right now, to, to, you know, break into virtual reality and I think that any new hardware that gets people excited about gaming is usually good for companies likes ours.

You know, we're a platform that. Fantastic company. I think they're compelling, you know, when the experiences just got a lot of promise and at the same time they've been, a lot of of tends to add those kind of peripherals to, whether it's TV screen or movie screens or, games of the past. And, and it's hard to break through, so, you know we'll, we'll wait and see.

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