Activision games to bypass consoles

CEO reveals plans for "untethered Guitar Hero," Facebook integration, emotionally resonant animation, and taking "all the fun out of making video games."

During a 45-minute presentation today at the Deutsche Bank Securities Technology Conference in San Francisco, Activision Blizzard CEO Robert Kotick covered a substantial amount of ground. For one, the executive explained how he expects Activision games--specifically Guitar Hero--to bypass consoles altogether. The executive also showed off animation technology he hailed as the future of storytelling in games, pegged the next generation of consoles as being two years out or more, and explained openly why he wants a company culture infused with skepticism, pessimism, and fear.

Activision Blizzard CEO Robert Kotick.

On the Guitar Hero topic, Kotick told analysts and investors about some potentially big changes in store for the rhythm franchise. When asked about a Guitar Hero game that didn't need a console to operate, Kotick bluntly appraised its benefits.

"I think what the untethered Guitar Hero does is equal the playing field a little more and give you some leverage with first parties when it comes to downloadable content and the business model," Kotick said.

The executive also told attendees to "expect many of our products to be playable independent of a console," specifically saying he'd been impressed with media hub functionalities shown by 1080p TVs that let users stream content from their PCs. He also suggested a day in the not-too-distant future where players' Facebook profiles will be integrated into Guitar Hero, letting them make songs to share with friends, post high scores or favorite songs on their profile pages, and so on.

While games like Guitar Hero have proven popular for the tactile experience of their peripherals, Kotick said Activision is also working to push the envelope in emotional game experiences. He showed the audience a clip of Call of Duty: World at War, saying his friends in the movie industry all react by pointing out how unreal the mouth movement looks. The executive said game makers just haven't reached a point yet where the mouth movement and facial animation of game characters is good enough to establish a compelling emotional attachment from the player.

To remedy that, Kotick noted a real-time rendering and mouth movement technology Activision has been working on. He showed a clip of the technology, saying it could represent nothing less than a transformation of the medium. While Kotick said the technology wouldn't surface until the next generation of games, he did say it would be ready before the next generation of hardware.

Kotick added that publishers don't take advantage of the full capabilities of today's hardware and said it might be some time before the next generation arrives. Typically, console makers give publishing partners about two years' notice when they plan to introduce new hardware, Kotick said. But so far, the console makers haven't given him specs or white papers on new hardware nor have they consulted him on design decisions, leading him to believe their current priority is instead to reduce the cost of each system.

When he wasn't promoting the company's games or technology, Kotick was celebrating its laserlike focus on the bottom line. He pointed to changes he implemented in the past as being particularly beneficial, such as designing the employee incentive program so it "really rewards profit and nothing else."

"You have studio heads who five years ago didn't know the difference between a balance sheet and a bed sheet who are now arguing allocations in our CFO's office pretty regularly," Kotick said.

He later added, "We have a real culture of thrift. The goal that I had in bringing a lot of the packaged goods folks into Activision about 10 years ago was to take all the fun out of making video games."

If that sounds like it would create a corporate culture that isn't all sunshine and hugs, then it's mission accomplished for Kotick. The executive said that he has tried to instill into the company culture "skepticism, pessimism, and fear" of the global economic downturn, adding, "We are very good at keeping people focused on the deep depression."

[UPDATE] Below is the question which prompted Kotick's response and his full answer, verbatim from the archived conference audio.

Jeetil Patel, Deutsche Bank Securities - Analyst
"What do you think the retailers' willingness these days is to hold inventory on the video game side? Are they building positions today or are they still very reluctant and very careful of how they are buying?"

Bobby Kotick, Activision Blizzard, Inc. - President and CEO
"I don't think it is specific to video games. I think that if you look at how much volatility there is in the economy and, dependent upon your view about macroeconomic picture and I think we have a real culture of thrift. And I think the goal that I had in bringing a lot of the packaged goods folks that we brought in to Activision 10 years ago was to take all the fun out of making video games."

"I think we definitely have been able to instill the culture, the skepticism and pessimism and fear that you should have in an economy like we are in today. And so, while generally people talk about the recession, we are pretty good at keeping people focused on the deep depression."

886 Comments

  • razorback187

    Posted Nov 12, 2009 5:04 pm PT

    This guy sounds like he took management classes from Darth Vader. God I wish I had his job. Not only would I be a millionaire, the whole world would have better games to play. Check out the Wikipedia article: "Kotick doesn't play his games, and it shows." Why do companies pay morons like this so much money? Any idiot can tell you its a good idea to go ahead and publish Guitar Hero 6. Any idiot can tell you to make World of Warcraft 2. What takes some intelligence is picking new IPs. Any idiot can churn out Madden NFL 2010, 2011, 2012, 2013, etc etc etc.
    Heck, I'll do it for a mere $1 million!

  • Shinkada

    Posted Nov 5, 2009 3:20 pm PT

    Obviously, Kotick's plans are working.

    Just look how easily Guitar Hero is beating Rock Band for sales and innovation! ;D

  • SilverBloo

    Posted Oct 29, 2009 7:53 am PT

    This man isn't getting any of my money.

  • killerfox39967

    Posted Oct 27, 2009 5:00 pm PT

    Yea Bobby, your company has not made "emotionally resonant" facial animation. That totally means games cant do that yet.

    cough *half-life 2* cough

  • Shardz7

    Posted Oct 19, 2009 8:37 pm PT

    This loser sounds like the epitome of everything that has gone wrong with America in the last couple of decades. How do these idiots secure positions as CEOs...of a game company, no less. Taking the fun out of gaming? Focusing on depression? Let's focus on taking your ass out of the game and put someone in there who knows what their customers really want. He even looks like a joyless kunt just waiting to throw a kid's stuffed animal down the sewer. Go take your plastic, black heart and get into health insurance you gutless money grubbing swine.

  • game_overdose54 posted Oct 9, 2009 12:54 pm PT (does not meet display criteria. sign in to show)

    game_overdose54

    Posted Oct 9, 2009 12:54 pm PT (hide)

    I'm so happy EA learned from it's mistakes. They now know that quality and the gamers matter. But this idiot is going to suck his company dry of any originality to the point where they'll try to find different publishers. I hate to feed Activampires, but I WILL buy the Modern Warfare 2 Hardened Edition. That is going to be the last game I'll ever buy from Activampires.

  • EliteSpartan

    Posted Oct 7, 2009 1:18 pm PT

    Who made this suit the CEO? Go into banking, scumbag.

  • RaddaRaddaRadda

    Posted Oct 6, 2009 8:19 pm PT

    Christ, Activision is getting too big for its britches.

  • baystatethrashr

    Posted Oct 6, 2009 6:44 pm PT

    i hope this man is fired

  • NearlyPrescient

    Posted Oct 6, 2009 6:17 pm PT

    the problem with letting activision tank to get rid of kotick is all of the inspired developers that get hurt in the crossfire.
    besides, he's been largely successful so far, right? the investors aren't going to kick him out, unless there's a universal boycott with the explicit goal of removing kotick from power.
    and realistically, we all know that's not going to happen.

  • cordelas1983

    Posted Oct 1, 2009 3:25 am PT

    skullptura,reloaded,etc.. will be the answer from a lot of people to this ''man''......

  • Shootn

    Posted Sep 28, 2009 4:46 pm PT

    The only word 2 words i could see through this topic was "Kotick said". They make it sound like he knows what he is talking about but i dont think he has a clue.

  • lostn

    Posted Sep 24, 2009 10:06 pm PT

    How many more years of GH can the market bear before it gets sick of it? At some point the franchise will have been driven into the ground. I just can't imagine the craze lasting another 5 or 10 years. Kotick is going to kill everything good at Activision. I will buy MW2 used and only one SC2 game. I hate Kotick and he will get as little of my money as possible.

  • mtlthor

    Posted Sep 24, 2009 6:41 pm PT

    this guy seems really full of himself. he also does not think about the gamers only about the all mighty dollar. we will see how this all goes.

  • ybrik222

    Posted Sep 21, 2009 4:04 pm PT

    Facebook is everywhere and I don't like Kotick.

  • jojoforpres

    Posted Sep 21, 2009 5:36 am PT

    Watch out. I got my account suspended for two days and my level bumped back to nineteen for insulting Robert Kotick. Aparently he must be a user of this site, because that was the reason sited. This must be that atmosphere of fear he mentioned. All I know is, I've seen a ton of ads on this site for Activision games. I've even seen some ads pretending to be news stories. Just know where the wolf is in woods...

  • kimvidard

    Posted Sep 20, 2009 2:09 am PT

    a bullet for Kotick please.

  • DreamTwister

    Posted Sep 19, 2009 3:38 pm PT

    And in the modified words of Lewis Black:

    "ACTIVISION is to videogames what KFC is to Chicken"

  • chazasul

    Posted Sep 19, 2009 10:52 am PT

    "game makers just haven't reached a point yet where the mouth movement and facial animation of game characters is good enough to establish a compelling emotional attachment from the player"

    lolwut? You mean like how those book things I keep hearing about are dry of all emotion?

    This guy is a larf.

  • smookert010

    Posted Sep 19, 2009 5:35 am PT

    unbelievable just unbelievable

  • tilelan

    Posted Sep 19, 2009 5:20 am PT

    Unbelievable, This guys is the Devil. He feeds off making people feel inferior and weak and even depression and fear. Unbelievable and just imagine what he is like behind closed doors. I have never seen such Evil, any person who ENJOYS scaring their employees into working harder is a psychopath. I hope they find a way to out this guy quickly because like many others here this article has inspired me to stop supporting activision. Buying his games make it look like hes doing something right when its really the imagination of the game designers that make me buy games. Good bye activision and while many people say this, I mean it will will not support this Evil man.

  • SillySkeleton

    Posted Sep 19, 2009 2:58 am PT

    What a greedy, selfish moron. A company that rewards it's workers on profits above all else is the worst thing for consumers.

    Were the developers of MGS4 and Gears of War just trying to make an easy buck? No, their priority was to make the best damn game they could, and that's how they exceeded expectations and took gaming to another level.

  • redshlrt

    Posted Sep 18, 2009 7:04 pm PT

    @aaronfilmltd I like your idea, I will be doing this tomorrow. I will either eBay a used copy or buy a new one if he is asked to step down.

  • GaussGoat

    Posted Sep 18, 2009 7:05 am PT

    I have to say... normally I play devil's advocate and try to come up with compelling reasons for why people say the things they do.... but this guy. I understand the need to be competitive and keep your staff working hard (I'm in sales and feel this preasure regularly), but "keeping people focused on the deep depression" seems a bit much.

    Clearly this guy needs a few more hugs, lol.

  • aaronfilmltd

    Posted Sep 18, 2009 4:29 am PT

    This man is insane, and that's probably the nicest way I can put it. Ever since the merger with Blizzard, Activision has been on a downward spiral.

    I'm going to Gamestop today to cancel my Modern Warfare 2 preorder. Then a month or two after it comes out I'm going to pick it up used. I'm not giving any of my money to that corporate nutjob. It breaks my heart that I have to hurt Infinity Ward by doing that, but that's just what happens when your publisher is run by a complete a**hole named Robert Kotick.

    Oh well. Looks like Assassin's Creed II will be getting my money this November. Not that I didn't already plan on getting it anyway.

  • SDBusDriver1979

    Posted Sep 18, 2009 2:39 am PT

    Activision ----> the new EA only worse.

  • alglach

    Posted Sep 18, 2009 1:47 am PT

    Kotick I think you are on drugs, take the fun out of making games, bypass game consoles, you need help

  • koolmidx

    Posted Sep 18, 2009 12:34 am PT

    Games should be made by gamers. Publishers and Developers should be run by gamers.
    My boss feeds me that diarrhea from his mouth about I should be lucky I have a job. I do 5 times the amount of work I'm paid for. I enjoy the work, but I wont tollerate his attitude when I can do 1 of my 5 responsabilities for 3 bucks less an hour somewhere else.
    This will end badly for gamers, but as he's the CEO, even if activision tanks, he still wont have a bad day.
    Bob = auto-f*cktified
    R.I.P. Activision

  • LtReviews

    Posted Sep 17, 2009 6:57 pm PT

    Can't make mouth movements realistic because they don't have the technology? Give me a break, that's just an excuse for one of the shortcomings of an activision game.
    Valve already nailed matching mouth movements mind-blowingly realisticly in half-life, and there's no doubt it created emotional attatchment between players and character.

  • BLKCrystilMage

    Posted Sep 17, 2009 5:18 pm PT

    "We own Guitar Hero. As such, we are gods, and have developed highly advanced technology that sounds implausible. Buy our crap."

  • mightycloud

    Posted Sep 17, 2009 1:41 pm PT

    No wonder I can't stand activision anymore. This guy who quite happily bathes in the tears of skint and devoted gamers, sits there and says "shame on you for being so thrifty! Buy my extortionate games. I don't care if you only bought Guitar Hero: Metalica last month, get GH5 now it has avatars in it."

    I too have decided to not purchase any activision games off the shelf, renting or second-hand is the way to go. It's not like I'm missing out on much anyway given that there are other games that do the same thing but better out there.

  • Crimson_xWolfx

    Posted Sep 17, 2009 1:01 pm PT

    I find Mr. Koticks expression to be.. somewhat hateful and evil, with anxiety, and he's trying to cover it up with innocence. Has anyone else noticed his expression, or is it just my mind only?

  • Dragdar

    Posted Sep 17, 2009 12:45 pm PT

    @ Plaidboy1

    hahaha damn straight

  • Rickiej

    Posted Sep 17, 2009 12:23 pm PT

    What kind of sick f**k is that?? Taking all the fun out of making games? When making games THEY DO need to have fun in order to be it a succesful title, hence they need to love it! Lol I really love how all the gamers here unite as one powerful fist and hit Mr. Kotick right in his face, talking about his face... he looks like Joker from Batman.

  • HumanoMexicano

    Posted Sep 17, 2009 12:19 pm PT

    I didn't get MUA2 after all...thank you BOB! Your company won't get a dime from me!

  • AirPortugall

    Posted Sep 17, 2009 8:05 am PT

    All i know is i really don't want to buy an Activision game again. Now when i go to pick up COD: MW2 and pop it in my 360 i'll just be thinking of how greedy that man is. Although the first time i get my first huge headshot on someone i'll be thinking it's him lmao

  • Plaidboy1

    Posted Sep 17, 2009 8:01 am PT

    Being a proud supporter of capitalism, I understand where this guy is coming from. However, the gamer side of me finds him disgusting. Since the industry is all about profit for him, I will also take that view. From now on I will only get Activision games as cheaply as I can. Renting, pirating buying them used, borrowing from a friend; what ever it takes for ME to keep MY personal profit margin as high as possible. I would like to thank Mr. Kotick for his valuable lesson on the gaming industry.

  • gamerjd

    Posted Sep 17, 2009 7:59 am PT

    @lucidium i agree. i wouldnt be surprised if he went for an activision console seeing how he runs things only thinking about money, not the consumer. if he moved call of duty to an exclusive activision console, i wouldnt pay the money for it. ive never been a big fan of activision to begin with and while i love cod1,2,4 (treyarch blows) i dont like it enough buy onto that, especially knowing its only there for his profit. this guy only cares about money, not happy customers or happy employees. its only the fact that this news comes so late in the development of mw2 that it just wouldnt be fair to iw to just crap out on them at the very end, it isnt their fault he feels this way.

  • Charnel03

    Posted Sep 17, 2009 3:45 am PT

    I will be very surprised if Mr. Kotick and Activision experience much success selling games that are pre-packaged with their own hardware and don't require one of the three consoles from Microsoft, Nintendo, and Sony.

  • wayanbros

    Posted Sep 17, 2009 2:19 am PT

    I realise this is an internet forum, but still i have to agree with Mighty_turnip and Frame_dragger, jealousy.

    So what, what he says! Hes got Blizzard, Infinity ward, Treyarch and Neversoft making great Mass selling games. So whatever theyre doing it works!

  • Darkman2007

    Posted Sep 17, 2009 2:15 am PT

    I remeber reading an interview with the former head of working designs, Victor Ireland, a few years ago.

    he said there are too many people with little to no interest in games, entering the games industry, trying to influence both game design and how the industry runs,he said its far more common now then it was before, and he didnt like it, as he himself was a gamer.

    I didnt think much of it back then, but now, I think I can see what he was talking about it, we can all agree that its a bad thing.

    it would be the equivelent if I became a film director, because I know what a camera is.....

  • cocomacoco

    Posted Sep 17, 2009 1:55 am PT

    Proud to say never bought a new Activision game even for my ps2

  • Comduter

    Posted Sep 16, 2009 9:33 pm PT

    I would like to encourage every gamer out there in this lousy economy to waste $150 on the Call Of Duty MW2 Prestige Edition. For only $90 extra, you get a pair of night vision goggles that let is see in the dark for up to 50 ft. or something. We all need a pair of those. I always wanted goggles with my games. You can also can download and play a 7-year-old game and play it on your console, and you only have to pay $90 extra, but that's only if $60 is too cheap for you.

  • SlowMotionKarma

    Posted Sep 16, 2009 9:04 pm PT

    What's that? Do I hear a flushing sound? Rewarding profit, promoting "fear".... what? I understand the importance of the bottom line, but how can a good game come from a publisher that focuses only on profit and is under a constant state of pessimism and skepticism? Man this article is depressing!
    Also, about realistic lip-sync and facial animation; has he even heard of Half-Life 2/Episodes? They look pretty darn real and accurate to me.

  • FallenAngel

    Posted Sep 16, 2009 7:35 pm PT

    @unnamed475
    Really I thought he looks more like an oilier version of Al Gore. Next time he speaks I'd expect him to say how he invented the internet

  • darfvader

    Posted Sep 16, 2009 7:35 pm PT

    guitar hero 5 order canceled. rock band beatles here i come.

    modern warfare 2 pre order canceled.

    next drop i see in the activision stock im selling to encourage trend, i hate that guy that much.

  • unnamed475

    Posted Sep 16, 2009 6:39 pm PT

    Does any one else think this guy looks like the original joker?

  • BlazeEagle

    Posted Sep 16, 2009 6:31 pm PT

    SOB’s like this guy stifle game makers creativity. It’s impossible for game makers to stay creative & inventive when they have to suffer through that type of crud to maintain a job that provides income that allow them to provide food & housing for their families.

  • FallenAngel

    Posted Sep 16, 2009 6:06 pm PT

    Funny, this guy spreads hellfire and brimstone about bypassing consoles yesterday, and today Activision announces 'new game called Bloodfire! Coming soon to multiplatforms near you!'
    What a hypocrite.

  • Anteraan

    Posted Sep 16, 2009 5:34 pm PT

    @Leria
    "This guy sounds like the WORSE kind of idiot. An unhappy work force makes a lackluster game or product.... why don't these corporate shills realize that by now?"

    Sadly, no - except at certain businesses like Google. Let's compare Google's and Activision's stock performance over the last couple of years, shall we?

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