ACTIVISION PUBLISHING’S CABELA’S NORTH AMERICAN ADVENTURES NOW AVAILABLE

FOR IMMEDIATE RELEASE

SANTA MONICA, CA– September 15, 2010— Activision Publishing, Inc. (Nasdaq: ATVI) today announced Cabela’s North American Adventures is available now for Xbox 360 ® video game and entertainment system from Microsoft, PlayStation ® 3 and PlayStation ® 2 computer entertainment systems, PSP ® (PlayStation ® Portable) system, and Wii TM . Offering hunting enthusiasts the adventure of a lifetime with stunning recreations of spectacular North American hunting spots and record trophies, the arrival of Cabela’s North American Adventures also marks the return of the wildly popular TOP SHOT peripheral, which is available in a bundle version for the Wii TM .

As players trek across 25 detailed North American landscapes, tracking over 30 species of trophy game and honing hunting skills, they are accompanied by a skilled cameraman, capturing the key moments of the hunt. At the end of the hunt players can view a highlight reel compiled in a style of today’s most popular hunting shows. Hunters will also enjoy the custom gun builder which offers a wide range of gun parts including stocks, barrels, receivers and scopes which can be combined in thousands of different ways to create the ideal firearm for each of 68 hunting adventures.

“Cabela’s North American Adventures continues our tradition of delivering the most authentic hunting experience while pushing the genre into new directions,” said David Oxford, Activision Publishing.“With a refined presentation style, new multiplayer modes, and TOP SHOT enhanced shooting galleries, this intelligently evolves the hunting game experience.”

Integrating exciting new ways for hunting fans to come together, Cabela’s North American Adventures allows up to four players to compete against each other online, a first for the franchise. In online modes players win by outhunting their opponents, gaining bonus points for skillfully taking down animals, and using power-ups to gain the advantage. Those in the same room will be able to compete head-to-head in shooting galleries, ideal for fast-paced action and specifically designed for the TOP SHOT hunting peripheral.

If you want to try out Cabela’s North American Adventures, check out the“Hunt Across America Tour”, a decked-out trailer pulled by a hunting-themed truck, visiting Cabela’s and GameStop stores all over the nation. Those who stop by can play Cabela’s North American Adventures (and the upcoming Cabela’s Dangerous Hunts 2011) and ask experts about the game. Tour dates and locations can be found at www.NumberOneHuntingGames.com.

Cabela’s North American Adventures is rated T for Teen by the ESRB. For more information visit www.NumberOneHuntingGames.com.

About 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, 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, 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.

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©2010 Activision Publishing, Inc. Activision is a registered trademark of Activision Publishing, Inc. "PlayStation" is a registered trademark of Sony Computer Entertainment Inc.© 2010 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. Wii is a trademark of 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:

Joe Menke

Sandbox Strategies

(415) 673-3455

Joe@Sandboxstrat.com


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