Transformers War for Cybertron hits retail!

TRANSFORMERS™: WAR FOR CYBERTRON

HITS RETAIL SHELVES NATIONWIDE



Highly-Anticipated Action Shooter Defines New Chapter in the TRANSFORMERS Universe



Santa Monica, CA – June 22, 2010 – The legendary conflict between the AUTOBOTS and DECEPTICONS has come to a head, as Activision Publishing, Inc. (Nasdaq: ATVI) announced today that Transformers™: War for Cybertron has landed in retail stores nationwide. Developed by award-winning High Moon Studios and based on Hasbro’s legendary TRANSFORMERS property, the game allows players to become the ultimate TRANSFORMERS weapon in the final, epic war set on the TRANSFORMERS home planet of CYBERTRON. Complete with full online co-op and a variety of deep, competitive multiplayer modes including the ability to create your own TRANSFORMERS character for the first time ever in a video game, Transformers: War for Cybertron is the title fans have been waiting for.



“Transformers: War for Cybertron has absolutely been a passion project from day one, a true reimagining of the franchise that transports gamers straight to the core of the TRANSFORMERS universe,” said David Pokress, Head of Marketing for Licensed Properties, Activision Publishing, Inc. “Players will experience full online co-op along with several deep multiplayer modes while they can create their very own TRANSFORMERS character and compete head-to-head with their friends.”



“Hasbro is thrilled to see the highly anticipated Transformers: War for Cybertron game come to market based on our iconic TRANSFORMERS brand,” said Mark Blecher, General Manager and Senior Vice President of Digital Media & Gaming at Hasbro. “Working closely with Hasbro, Activision has delivered an outstanding game that explores a story within TRANSFORMERS mythology that hasn’t been explored this deeply before and will become canon within the lore. This is truly an exciting format to experience a new, action-packed and visually stunning telling of an important part of TRANSFORMERS history.”



Transformers: War for Cybertron takes players to the final moments of the grand civil war that will determine the survival of the entire TRANSFORMERS race. Fans will be able to explore the TRANSFORMERS war-ravaged home planet in full 3D environments for the first time, armed with a diverse arsenal of high-tech weaponry and the ability to convert instantly from robot to vehicle form at any time as they engage in heart-pounding battles on land and in the air in this gripping, third-person action shooter. Complete with several multiplayer modes, Transformers: War for Cybertron allows gamers to play through story missions with their friends in drop in/drop out online co-op, and also create their own TRANSFORMERS character for competitive head-to-head multiplayer modes, choosing among four distinct character classes, personalizing their character’s look and selecting from a huge variety of weapons, skills and abilities. Additionally, the game introduces Escalation, a four-player online co-op mode that allows gamers to fight together as their favorite AUTOBOTS or DECEPTICONS against increasing waves of enemies utilizing strong teamwork to survive.



Transformers: War for Cybertron is rated “T” (Teen – for Violence) by the ESRB and is available now on the Xbox 360® video game and entertainment system from Microsoft, PlayStation®3 computer entertainment system and Windows PC.



Also available today are two distinct games developed by veteran studio Vicarious Visions for the Nintendo DS™, Transformers: War for Cybertron AUTOBOTS and Transformers: War for Cybertron DECEPTICONS. Each title allows players to fight for control of the TRANSFORMERS home planet through eight unique story missions and 30 intense arena challenges. At any point, gamers can change form from robot to vehicle and will have access to 30 characters across both skus, ten of which are exclusive to the DS platform. Additionally, fans can challenge their friends to high-stakes multiplayer matches using local wireless connectivity and wager one of their unlocked TRANSFORMERS characters on the outcome and winner takes all. Both DS games are rated “E10+” (Everyone 10 and older – for Fantasy Violence) by the ESRB.



Additionally, Transformers™: Cybertron Adventures for the Wii™ is also available at major retailers. The game is distinct from but follows a similar storyline to the Xbox 360, PlayStation 3 system and PC versions of the game. Developed by Next Level Games and built from the ground up for the Wii platform, the title allows players to fight for CYBERTRON through two unique AUTOBOT and DECEPTICON campaigns that feature an action-packed mix of rail shooter gameplay levels in robot, driving and flying modes. A second player can join the battle by taking control of an extra reticle that can attack enemies for added firepower throughout the campaign. The game is rated “T” (Teen – for Fantasy Violence) by the ESRB.



Press kit assets are available for download at www.activision.com/presscenter. For more information, visit www.TransformersGame.com.



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. © 2010 Hasbro, Inc. All Rights Reserved.



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 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, 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 including from used games and other forms of entertainment, litigation risks and associated costs, rapid changes in technology, industry standards, business models including online and used games, and consumer preferences, including interest in specific genres such as music, first-person action and massively multiplayer online games, protection of proprietary rights, maintenance of relationships with key personnel, customers, licensees, licensors, vendors, and third-party developers, including the ability to attract, retain and develop key personnel and developers that can create high quality “hit” titles, 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, and the identification of suitable future acquisition opportunities and potential challenges associated with geographic expansion, and the other factors identified in the risk factors sections 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.



###



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.