Official press release for Activision's Transformers "War for Cybertron" game

TRANSFORMERS™: WAR FOR CYBERTRON EXPLORES A BRAND NEW, PIVOTAL CHAPTER IN TRANSFORMERS LORE

New Action Game Delves Deep into the TRANSFORMERS Universe, Introduces All-New Visualizations of Iconic Characters in 2010

Santa Monica, CA – December 16, 2009 – Experience the legendary battle between the AUTOBOTS and DECEPTICONS as Activision Publishing, Inc. (Nasdaq: ATVI) announced today that Transformers™: War for Cybertron is in development by award-winning High Moon Studios. Based on Hasbro’s legendary TRANSFORMERS property, the game takes players to the TRANSFORMERS characters’ home planet of CYBERTRON for a new look into the epic story of the grand civil war that spawned one of the most brutal rivalries of all time.



“Transformers: War for Cybertron is an origins story, taking players on a gripping, adrenaline-fueled journey that precedes the TRANSFORMERS characters’ arrival on Earth,” said Rob Kostich, head of marketing, licensed products, Activision Publishing, Inc. “The game transports players to a living, metallic planet where they will battle as giant converting robots in single player, online co-op or head-to-head multiplayer matches that are fully immersive from start to finish.”

“For the first time, Hasbro is working with Activision to drive the TRANSFORMERS fiction forward into new story arcs, demonstrating pivotal moments in Transformers history that defined who they are,” said Aaron Archer, Senior Design Director, Hasbro. “This remarkable video game helps us to tell a critical event in TRANSFORMERS lore that will be used as canon for future storylines in a way we could have only dreamed of a few years ago. It is a testament to the success of the TRANSFORMERS brand and a key element to the story we look forward to telling in 2010 and beyond.”

Transformers: War for Cybertron features two distinct storylines: the AUTOBOT campaign tells a story of heroism to save their home planet against overwhelming odds, and the DECEPTICON campaign tells a story of an unquenchable thirst for power to control the universe. For the first time in a TRANSFORMERS title, fans will be able to play the game with their friends through team-based online co-op, or go head to head in a variety of intense, online multiplayer game modes. The game features a sci-fi art style that introduces to fans the entire living, metallic world of CYBERTRON, as well as all-new visualizations of the iconic TRANSFORMERS characters in their original Cybertronian forms.

Transformers: War for Cybertron is in development for the Xbox 360® video game and entertainment system from Microsoft, PlayStation®3 computer entertainment system, Windows PC, Wii™ and Nintendo DS™, and is not yet rated by the ESRB.

For more information and to receive exclusive updates about the Transformers: War for Cybertron video game, visit http://www.TransformersGame.com.

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About HASBRO

Hasbro, Inc. (NYSE:HAS) is a worldwide leader in children’s and family leisure time products and services with a rich portfolio of brands and entertainment properties that provides some of the highest quality and most recognizable play and recreational experiences in the world. As a brand-driven, consumer-focused global company, Hasbro brings to market a range of toys, games and licensed products, from traditional to high-tech and digital, under such powerful brand names as TRANSFORMERS, PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, CRANIUM and WIZARDS OF THE COAST. Come see how we inspire play through our brands at http://www.hasbro.com. © 2009 Hasbro, Inc. All Rights Reserved.

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About Activision Publishing, Inc.

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, Norway, Denmark, the Netherlands, Australia, Russia, Japan, South Korea, China and the region of Taiwan. More information about Activision and its products can be found on the company’s website, http://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 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, 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 (including peripherals) and related software, industry competition, rapid changes in technology, industry standards and consumer preferences, protection of proprietary rights, litigation against Activision Publishing, maintenance of relationships with key personnel, customers, licensees, licensors, vendors and third-party developers, counterparty risks relating to customers, licensees, licensors and manufacturers, domestic and international economic, financial and political conditions and policies, foreign exchange rates and tax rates, integration of recent acquisitions and the identification of suitable future acquisition opportunities, and the other factors identified in the risk factors section of 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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HASBRO and its logo, TRANSFORMERS and all related characters are trademarks of Hasbro and are used with permission. © 2010 Hasbro. All Rights Reserved. Game © 2010 Activision Publishing, Inc. Activision is a registered trademark of Activision Publishing, Inc. All rights reserved.

All other trademarks and trade names are the properties of their respective owners.