While Activision remains committed to complete and utter domination of home consoles and the personal computer, it seems the mega-publisher couldn't care less about emerging platforms like Facebook or the iPhone.
"We don't view the App Store as a really big opportunity for dedicated games," Activision boss Bobby Kotick says. He may be in the minority on that one, but OK, let's move on! What about the other big, new gaming platform to emerge over the past few years, Facebook?
While there's massive playerbases for games on the social network, Kotick says, "It's a different question assessing it as a business opportunity. Right now we don't see an opportunity for us to participate in that market."
Interesting strategy. It's an easy one or sympathise with - "stick with what you know" - but what if what you know isn't making as much money in five years time as it is now?