Activision CEO Bobby Kotick has given brick-and-mortar retail a shining endorsement as having a “crucially important” role in the future of games.
His comments come after years of discussion and speculation that digital gaming will eventually dominate the landscape.
“Retail is going to play a critically important role in the future success of entertainment,” the Activision boss told CNBC.
“When you see people lined up at store before a launch, that in itself creates the popular cultural awareness,” he added.
“I don’t think the theatre experience you have in a store is going away anytime.”
He confirmed that Activision’s biggest release this year, Call Of Duty Modern Warfare 3, will enter retail along with special collector-edition SKUs.
Activision is still reluctant to jump in the mobile and social games markets. Its nearest rival, EA, is pushing hard in the digital and online spaces.
“We view social and mobile as an opportunity,” Kotick said.
Elsewhere in the interview, Kotick raised doubts over the console credentials of Modern Warefare 3's newest rival, Battlefield 3.
The full video interview with Kotick can be found below.