Why do gamers hate Activision?

GR: Over on, you, more so than most other community managers I've ever seen, have to do a shitload of debunking.

DA: That's a hobby. I don't actually HAVE to do it. Nobody told me to write that Bobby manifesto; it pissed me off that I saw so many people passing around false statements as fact, so I wanted to do something to correct it. I actually had to convince people here to let me do that - it's to date the only thing I've had to ask permission to post.

GR: What's the most ridiculous rumor surrounding Activision you've ever had to field?

Above: Art imitating rumor! 

DA: The tops was definitely during the Infinity Ward situation last spring. Obviously, the way it unfolded was dramatic and there were a lot of rumors and suspicions going on, mixing conjecture with what little factual info was actually known. Someone on Twitter said "How is Mr. Kotick going to defend himself against charges of kidnapping and murder?!" And I went... “What?!” Are you that out of touch with reality that you would give that credence? I mean, to WANT to believe something like that... well, that's an extreme willingness to believe the worst thing about Activision.

GR: That wasn't true?! So much for my next question… I heard a vial of Hitler's blood was poured into the ink vat that printed the Black Ops covers. Like that Kiss comic... but with Hitler

DA: It wasn't Hitler. That's all I can say.

GR: What do you want the angry gamers out there to understand most about Activision's business practices? Something that could remove any "evil" mystique?

DA: I just want the angry gamers to look past the anger and consider there might be more to the story than they have heard. Don't assume the worst. There are usually logical reasons for doing stuff. Just consider another perspective and you might find them.

Above: Art by graboids 

GR: Last question! If you were made head of Activision tomorrow, what would you do to build back some good favor? Money is no object, President Amrich.

DA: Hmm… Well, I don't think it's something that will be bought off, let's put it that way. If you gave everybody a free game, they'd just say "Cool, free game. Still hate you." I think it's about communication. I mean, that's why I'm here, because I wanted to try to create some of that two-way discussion. I think people really get upset because what they see or hear (or think they see or hear) Activision doing does not make sense. Nobody explains "well, this is why we did that." I would want to focus on that, in whatever form made the most sense. I think it's got to be a getting-to-know-you thing. Don't give them excuses, give them insight. That, to me, is the key.

Apr 26, 2010

How Activision can save its soul
CoD sales aside, Activision is in trouble. But it's not quite too late for a turnaround


ClassicRadar: 800 reasons to hate gaming
Kick off the Week of Hate 2011 by reliving our very first video rages


5 reasons to hate Grand Theft Auto
We show you why the crime series is more Goofy than Godfather


Week of Hate


  • DevonOO7 - April 26, 2011 11:34 p.m.

    Laughed so hard when I saw Dan right away!
  • ChrisCultista - April 26, 2011 11:37 p.m.

    DAN! Stop staring at... that... (Luvs the Dan!)
  • JPorFavor - April 26, 2011 11:50 p.m.

    When is saw that picture caption, I couldn't stop laughing.
  • juicenpancakes - April 26, 2011 11:56 p.m.

    I always love GR and Dan uniting to make something beautiful, but I still wish a few, slightly hard-hitting questions had been asked. Bizarre getting dealt the James Bond game, Singularity not getting a marketing push, etc. And yes, I read the beginning and I wasn't expecting an intense interview. I don't hate Activision near as much as a lot of people (maybe that's because they hired Dan the man Amrich), but there are a definitely a few things I question with them.
  • RideZeLitenin - April 26, 2011 11:57 p.m.

    Pitfall FTW
  • EnragedTortoise1 - April 27, 2011 midnight

    See, it's funny because they completely ignored the whole "killing off studios" thing. On a lighter note, Damerich ftw. I actually made fanart of him and sent it to Antista a while ago, but it never got posted. Sadface.
  • nadrewod - April 27, 2011 12:03 a.m.

    I have absolutely no problem with Activision's dev teams: in fact, some of my favorite games for the past few years have come from Activision studios (Singularity, MW2, Spider-Man 2). The main problem is where the company seems to be headed (Singularity got basically zero marketing while Black Ops got its own Jeep, IW basically got a lobotomy soon after MW2 came out, Spider-Man seems to be getting onto the "new game once a year" trend-train that has currently ended in a massive wreck for both Tony Hawk and Guitar Hero). All of my fears seem to be personified in Kotick (filed a lawsuit against West and Zampella after raiding their office and interrogating them for hours before firing them, tried to sue Tim Schafer for using a game whose rights Activision had sold to EA months beforehand in order to prevent a later overlap between the awesome story of "Brutal Legend" and its lame rip-off "Guitar Hero: arriors of Rock", has been quoted multiple times saying stuff like "I want to take the fun out of making video games"). Honestly, I really believe that if Activision just pulled a "BP" (changed a head executive who was making the company look terrible in the news after several disasters and bad decisions for one that never made the news, thus allowing their image to slowly regenerate) by replacing Kotick, my personal ban on Activision would almost instantly stop (I would need to be certain that the new executive wasn't using Kotick as a role model and going down the same path: the gaming community is user-friendly, as in "ask for a donation from time to time, and you might just be surprised how many people are willing to pay extra just to keep games, and their creation, fun") and I might even buy a game like MW3 (even though it hasn't been announced, everyone knows it will). P.S. For bonus gamer respect points, settle any lawsuits you currently are having with former developers, especially popular ones like West and Zampella, with terms extremely favorable for the developers (it might cause a little belt-tightening in the short run to make ends meet, but the happy note those suits would end on would bring many gamers who had been on the fence running back to buy your latest game: I should know, the initial IW kick-out set me on my anti-Activision spree).
  • BALLSTOTHEWALLET - April 27, 2011 12:07 a.m.

    LOL at the first pic, Dan Amrich watches you poop.
  • rockstarsean - April 27, 2011 12:07 a.m.

    Ill put it simply (mine is a passive dislike, I don't care enough to hate): - Release good stakeboarding game, next year release sequel with barely noticeable difference, repeat until every last penny has been squeezed from dying corpse of said skateboarding game franchise. - Release bland music game, next year release sequel with barely noticeable difference, repeat until every last penny has been squeezed from dying corpse of said music game franchise. - Release bland FPS game, next year release sequel with barely noticeable difference & no imagination or creativity for full price, repeat until every last penny has been squeezed from dying corpse of said FPS game franchise. Yeah, bending over for shareholders and the buring Singularity. Their only interesting game.
  • Nin10DOH - April 27, 2011 12:12 a.m.

    Dan.. just leave me alone...please stop watching me
  • D0CCON - April 27, 2011 12:32 a.m.

    "Activision's Singularity was a critical darling, but didn't make a huge impact at retail" Maybe that's because Activision didn't seem to give two shits about that game. I know the article says there are two sides to every story and things that seem crazy to us make sense to people behind the scenes that have all of the information. Maybe that's true. Maybe they found a study that showed that not marketing a game at all and making sure nobody hears about it is actually a great way to make the game sell. Maybe Raven Software said some bad things about the mothers of Activision employees and Activision punished them by doing their damnedest to make the game fail. Or maybe they were handing out flyers for the game to save money for the next Call of Duty marketing bananza. Until I can see their thought process on setting Singularity up to fail, pounding Tony Hawk, GH, and (probably) COD into the ground, and mismatching games and developers (How was it a good idea to make a racing game developer make a shooter [Bizarre Creations and James Bond]. Their last shooter [The Club], didn't go over well, did it?), I still think they are nuts. If you want the fast answer for why I am sick of these people, here it is: I loved GH to death, but the constant sequels ruined my love I loved Spiderman 2 The Game to death, but the sequels were the exact same game with added glitches on top and my love died down I loved COD4 to death, but the yearly sequels changed nothing and added bugs and balancing issues, effectively killing all my interest in what was once my favorite multiplayer game.
  • p0wnd - April 27, 2011 12:32 a.m.

    I like Activision, well at least compared to EA
  • TheRandomFool - April 27, 2011 12:37 a.m.

    Personally, it is understandable the way they milk good ideas. You might hate it and never buy into it, which is clearly good for you, but they need ignorant people to buy the worthless crap so they can make good, solid games. My issue is that unique games, like Prototype and Singularity get relatively little advertising, when compared to COD and other guaranteed hits. They have so much going for them, and if something catastrophic happens, they can always use WoW as a fallback. Come on Acti! Give us some genuine good stuff!
  • CH3BURASHKA - April 27, 2011 12:42 a.m.

    I, personally, know exactly why hate Activision - they suffer from what every mega-corporation suffers from: stockholders. Ideally, all the money they get from their cash cows CoD and Guitar Hero, after being filtered through the pockets of the C[X]O's, should be used to invest in new ideas and to take on new risks, which should be ultimate cycle for a company, especially one invested in a creative medium. However, their financial interests collide with any kind of creative internal interests, as seen in most every franchise they have.
  • IceBlueKirby - April 27, 2011 12:43 a.m.

    I don't really hate Activision, they just bug me sometimes. Like the way they completely failed to generate ANY awareness of Singularity. That was a mistake. The fact that they shuttered Bizarre. That bothered me. But they've done some good things...put Beenox on the future Spider-Man games? Great idea. Greenlit Prototype 2? Hellz yeah. And even though they ran Guitar Hero into the ground to the point where they had to kill it off, that means they can focus on different things now, right? Maybe some of the marketing money they're saving will go to making sure people are aware of Singularity know, if it exists. Ever. I may dislike a lot of things about Activision, but if I can name things I like about them, that shows that they're at least doing SOMETHING right, and that's good enough in my book.
  • bigwill1221 - April 27, 2011 12:52 a.m.

    Eh hate the Activision/Blizzard merger.. playing WoW for several years, game was hard now its catered for easy mode just to sell more...
  • Larinah - April 27, 2011 12:53 a.m.

    The reason I hate Activision is because, as someone who will be entering into the game development world in probably 3 years time, I hate seeing a big company like Acti just throw smaller companies away when they stop obeying every command that they freaking give them. They've become the big bad hated company for a REASON, and that reason is because they're everything people hate about big business. They're impersonal, they care too much about profits and not enough about giving new companies a start, and they effectively gutted one of the most popular game dev companies, Infinity Ward. It was after they pulled that shit that I said I'm through with them. Last game I bought from Activision was BOps and it just solidified everything I thought about them. I don't buy a game to get the same thing dumbed down, I buy it to have an advanced experience and to see progress. Not "Oh hey, Treyarch, do us a favor, make your next CoD game exactly like a combination between the first Modern Warfare and your shitty game World at War. They'll buy it anyway because they're suckers."
  • gulfcoastfella - April 27, 2011 12:55 a.m.

    Telltale is making a new King's Quest game? Nice, very nice.
  • VaneTrago - April 27, 2011 12:58 a.m.

    I remember back when he was DanElektro on Gamepro a decade ago, constantly being real, real shitty to their real fans on the website back when it was just a fledgling and the chat would die every few hours or so. It got to the point where about 20-some-odd constant users ended up getting fed up and leaving to form their own website, PGNx. He even eventually came on to the board to try and defend himself, with another inflammatory statement. And now he's trying to circumvent the damage done by saying he was misquoted, or joking? Get off Kotick's nuts.
  • mega4709 - April 27, 2011 12:58 a.m.

    This article made my day. <3 Dan Amrich

Showing 1-20 of 73 comments

Join the Discussion
Add a comment (HTML tags are not allowed.)
Characters remaining: 5000


Connect with Facebook

Log in using Facebook to share comments, games, status update and other activity easily with your Facebook feed.