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THE WORLD IS YOUR HUNTING GROUND IN ACTIVISION PUBLISHING’S CABELA’S BIG GAME HUNTER 2010

Big Game Excitement Just Got Bigger!

FOR IMMEDIATE RELEASE

MINNEAPOLIS, MN– August 21, 2009– Activision Publishing, Inc. (Nasdaq: ATVI) announced today that Cabela’s Big Game Hunter 2010 will be released September 29 in North America for Wii™, Xbox 360? video game and entertainment system from Microsoft, and PLAYSTATION?3 computer entertainment system. The Wii™ version can be purchased with the innovative Top Shot hunting peripheral, packaged with the game. In Cabela’s Big Game Hunter 2010, the player must combine precision, guts, and technology to earn a place among world's most respected hunters.

“We are elevating the first person action hunting genre because it’s what fans demand,” said David Oxford, Activision Publishing.“Skill, extreme danger, real world equipment– you get all of that in Cabela’s Big Game Hunter 2010, and it all takes place in stunningly rendered outdoor environments packed with animals that look and act like the real thing.”

In Cabela’s Big Game Hunter 2010, players seek“Super Hunter” status aiming to take their“game” to the next level and join the ranks of hunting’s best of the best - a club where it takes much more than tall tales to gain respect. Players must prove their fearlessness and ability by successfully bagging the largest trophies in the world's most rugged regions. The most prized animals can only be reached by climbing cliffs, crossing raging rivers, and facing countless more perilous situations. Brand new elements, such as rewards for successfully using cover to progress through missions and a VITALS system which helps players visualize the perfect shot, promise to make this the most fun and action-packed Cabela’s game yet.

The Top Shot peripheral for Wii adds a new level of realism in heart-pounding hunting adventures– just take a few seconds to load the Wii Remote™ and Nunchuk™ and you’re ready to put the trophy buck of a lifetime in your crosshairs. In addition, the Wii™ version includes 13 arcade style shooting galleries, including 4–person multiplayer.

“Activision's dedication to the hunting genre is real and the Cabela's crowd has responded, year after year,” Bryan Stave of Cabela's.“It has been inspiring to work with them on Cabela’s Big Game Hunter 2010– we can't wait for September!”

For more information visit www.activision.com.

Cabela’s

Cabela’s Incorporated, headquartered in Sidney, Nebraska, is a leading specialty retailer, and the world’s largest direct marketer, of hunting, fishing, camping and related outdoor merchandise. Since the Company’s founding in 1961, Cabela’s has grown to become one of the most well-known outdoor recreation brands in the world, and has long been recognized as the World’s Foremost Outfitter. Through Cabela’s growing number of retail stores and its well-established direct business, it offers a wide and distinctive selection of high-quality outdoor products at competitive prices while providing superior customer service. Cabela’s also issues the Cabela’s CLUB Visa credit card, which serves as its primary customer loyalty rewards program. Cabela’s stock trades on the New York Stock Exchange under the symbol“CAB.”

About Activision Publishing

Headquartered in Santa Monica, California, Activision Publishing, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products. Activision Publishing maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Ireland, Italy, Sweden, Spain, the Netherlands, Australia, Japan and South Korea. More information about Activision and its products can be found on the company’s website, www.activision.com.

Cautionary Note Regarding Forward-looking Statements: Information in this press release that involves Activision Publishing’s expectations, plans, intentions or strategies regarding the future are forward-looking statements that are not facts and involve a number of risks and uncertainties. Activision Publishing generally uses words such as“outlook,”“will,”“could,”“would,”“might,”“remains,”“to be,”“plans,”“believes,”“may,”“expects,”“intends,”“anticipates,”“estimate,” future,”“plan,”“positioned,”“potential,”“project,”“remain,”“scheduled,”“set to,”“subject to,”“upcoming” and similar expressions to help identify forward-looking statements. Factors that could cause Activision Publishing’s actual future results to differ materially from those expressed in the forward-looking statements set forth in this release include, but are not limited to, sales levels of Activision Publishing’s titles, shifts in consumer spending trends, the impact of the current macroeconomic environment, the seasonal and cyclical nature of the interactive game market, Activision Publishing’s ability to predict consumer preferences among competing hardware platforms (including next-generation hardware), declines in software pricing, product returns and price protection, product delays, retail acceptance of Activision Publishing’s products, adoption rate and availability of new hardware and related software, industry competition, rapid changes in technology and industry standards, protection of proprietary rights, litigation against Activision Publishing, maintenance of relationships with key personnel, customers, vendors and third-party developers, domestic and international economic, financial and political conditions and policies, foreign exchange rates, integration of recent acquisitions and the identification of suitable future acquisition opportunities, Activision Blizzard’s success in integrating the operations of Activision Publishing and Vivendi Games in a timely manner, or at all, and the combined company’s ability to realize the anticipated benefits and synergies of the transaction to the extent, or in the timeframe, anticipated, and the other factors identified in Activision Blizzard’s most recent annual report on Form 10-K and any subsequent quarterly reports on Form 10-Q. The forward-looking statements in this release are based upon information available to Activision Publishing and Activision Blizzard as of the date of this release, and neither Activision Publishing nor Activision Blizzard assumes any obligation to update any such forward-looking statements. Forward-looking statements believed to be true when made may ultimately prove to be incorrect. These statements are not guarantees of the future performance of Activision Publishing or Activision Blizzard and are subject to risks, uncertainties and other factors, some of which are beyond its control and may cause actual results to differ materially from current expectations.

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?2009 Activision Publishing, Inc. Activision is a registered trademark of Activision Publishing, Inc. Wii and Nintendo DS are trademarks of Nintendo.? 2006 Nintendo. All other trademarks and trade names are the properties of their respective owners. All other trademarks and trade names are the properties of their respective owners. All rights reserved. PlayStation", "PLAYSTATION" and "PS" Family logo are registered trademarks of Sony Computer Entertainment Inc.? 2009 Microsoft Corporation. All rights reserved. Microsoft, Xbox, Xbox 360, Xbox LIVE and the Xbox logos are trademarks of the Microsoft group of companies and are used under license from Microsoft.

Contact:

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Sandbox Strategies

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amanda@sandboxstrat.com

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