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

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

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

" 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. "

" 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. "

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

" I've been very, very lucky because I've had so many great mentors. "

" Very early on, when I was in my twenties, Steve Jobs convinced me to quit college. He talked to me after I had spent about a year in Michigan studying the history of art. "

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

" If you talk to people about the history of the games business during economic downturns, they'll tell you that it's a recession-proof industry. "

" 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. "

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

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

" It's about really being considerate of the culture in the game studios that Activision buys. That's the biggest difference between us and any of our competitors. "

" 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. "

" The social element has really transformed the gaming experience. "

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

" I never studied business. It's either in your DNA, or it isn't. "

" Most people play games alone, against the machine. But if you're playing against a real person, it's going to be that much more fun. "

" 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. "

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

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

" How do you expect people to actually join the military if, when they leave the military, they can't integrate back into the free market they're supposed to be protecting? "

" 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. "

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

" All my life, I've been the rebel in the X-wing fighter, and then one morning, I woke up, and I was on board the Death Star. "

" I really like video games, and that passion has never really gone away. "

" 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. "

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

" 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. "

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