ACTIVISION PUBLISHING'S UPCOMING CABELA’S OUTDOOR ADVENTURES OFFERS OUTDOOR ENTHUSIASTS REALISTIC BIG GAME HUNTING, FISHIN

FOR IMMEDIATE RELEASE

MINNEAPOLIS, MN– JULY 28, 2009– Activision, Inc. (Nasdaq: ATVI) announced today that Cabela’s Outdoor Adventures will be released this fall on the Xbox 360® video game and entertainment system from Microsoft, PlayStation®2 and PLAYSTATION®3 computer entertainment systems, Wii™, and PC. Cabela’s Outdoor Adventures offers outdoor enthusiasts a simulation-style, seamlessly integrated experience that includes big game hunting, fishing and bird shooting.

“Never before has a Cabela's game had so much variety,” said David Oxford, Activision Publishing.“We went back to the drawing board with the folks at Cabela's and listened closely to the serious enthusiasts of each of these disciplines to make sure Cabela’s Outdoor Adventures is the most complete game ever for sportsmen.”

Cabela’s Outdoor Adventures features North America’s top outdoor destinations, over 50 hunting and fishing adventures and intensive use of gear and tactics, such as animal calls and stealth skills. Emphasis is placed on moments that are instinctively associated with hunting and fishing, like stalking the animals, squeezing the trigger, hooking a fish or snap-shooting a flushed bird, all while respecting real life hunting rules and regulations. Players can also upgrade their hunting gear with authentically branded real life equipment.

“I commend Activision for their commitment to simulating the outdoor sports in a challenging, fun and exciting format,” said Bryan Stave of Cabela's.“Cabela’s Outdoor Adventures gives real enthusiasts their fix when they can’t be in a forest or on a lake.”

Brand new to the franchise is an all-new shooting system known as VITALS (Visually Integrated Targeting and Lock-on System) that allows the player to focus on delivering an accurate shot to the prey’s vitals, while also creating a closer and more personal view of the animals as they react realistically to being hunted. Even better, you can create your trophy buck - customize your deer’s rack, body and color. For the new players, the game offers integrated tutorials and guided hunts.

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, 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 (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, licensees, licensors 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, integration of recent acquisitions and the identification of suitable future acquisition opportunities, Activision Blizzard’s success in completing the integration of 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 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.

###

©2009 Activision Publishing, Inc. Activision is a registered trademark of Activision Publishing, Inc.“PlayStation”,“PLAYSTATION” and“PS” Family logo are registered trademarks of Sony Computer Entertainment Inc. 2008 Microsoft Corporation. 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. 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.

# # #

Contact:

Shaun Norton

Sandbox Strategies

212-213-2451

shaun@sandboxstrat.com


Games PressGames Press is the leading online resource for games journalists. Used daily by magazines, newspapers, TV, radio, online media and retailers worldwide, it offers a vast, constantly updated archive of press releases and assets, and is the simplest and most cost-effective way for PR professionals to reach the widest possible audience. Registration for the site and the Games Press email digest is available, to the trade only, at www.gamespress.com.