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" In the mid 1980s, video games as an industry had lost its way a bit. Atari had collapsed. There was this widespread collective belief that it was because video games were a fad. "

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" I think the reason why video games are more popular as entertainment in difficult economies is that the cost per hour of video games is lower than any other form of entertainment. "

Robert Kotick

Think

Reason

Difficult

" I ran a hot-dog-and-soda stand at Little League, and I started a business planning parties in high school. "

" Our mission is to inspire audiences to play, connect, and compete by making the most engaging entertainment in the world, and our talent evaluation process ensures that each new hire shares that commitment. "

" We've always operated under the belief that you could run a video game business as professionally as you could run a consumer packaged goods business, and you wouldn't diminish creativity. "

" The video game business is primarily a male-oriented business. And I have three girls. And you see the things that are important to them in their game experiences are the social interaction. They love the ability to chat with their friends. They love the ability to have some connection online with other people. "

" Treyarch contributed so significantly to the multiplayer technology that's in 'Modern Warfare 2,' and they didn't really get the credit for that. "

" If it's compelling and engaging enough, customers will consider paying for it. If we don't deliver something that has value, we won't expect value in return. "

" Professional gaming competitions are creating celebrities who are recognized and revered as athletes were in prior generations. Spectator gaming is becoming as popular as mainstream sports. "

" Don't focus on reaching the C-Suite. Focus on doing great work and serving your customers and community. That's how you can find the right opportunities and get the skills and experience to get to the top in your career. "

" I think running Apple is a great job, but it suits Steve Jobs so well. I wouldn't want to be the person that ran Apple after Steve, but he has a great job. "

" To allow our audiences to watch more professionally produced video content, we acquired Major League Gaming - MLG - and we expect MLG to become the 'ESPN of Videogames' with a focus on the celebration of gamers, both amateur and professionals. "

" You put some things out there. Some work, some don't, and then one really takes off, and that pays for your failures. Then you go on to the next one. "

" I just don't want to pay taxes. "

" If you want to retain your identity and culture, we're a really great mothership. If you want to sell out... there are definitely other companies to talk to. "

" The ways that you innovate within a franchise are not inconsistent with the ways that you create new franchises. "

" We'd love to see Led Zeppelin on 'Guitar Hero.' "

" Our customers need to be satisfied that there is a price-value relationship that they feel great about. "

" We don't view the App Store as a really big opportunity for dedicated games. "

" I would have 'Call of Duty' be an online subscription service tomorrow. I think our audiences are clamouring for it. "

" What you do in film and television is really different than what you do in video games. "

" Activision Blizzard has always been about inspiring play, competition, and community for our fans and employees, and that hasn't changed. "

" I'm not really a music person. "

" The audience for 'World of Warcraft' is a pretty committed group of players. "

" The Call of Duty Endowment is a natural philanthropic extension of our brand. "

" I go to these cocktail parties now, and I say I make video games, and people go, 'Wow.' I can attract crowds. "

Robert Kotick

Say

Now

" We want to give our audiences flexibility in the way they're commercially engaged in the content. "

" If I go play 'Modern Warfare,' I'll find a hundred different things I'd like done differently. And I don't have the discipline to not express my opinion. "

" It's very easy to criticize the CEO of the market leader. "

" We have an obligation to provide a return for our shareholders. "

" As business models evolve, as the way you distribute content evolves, as the ability to do things online changes in terms of pricing or trial or sample, I think we've definitely always been out in front of the rest of our competitors. "