DOMINATE THE PRO BASS TOUR WITH ACTIVISION PUBLISHING’S RAPALA PRO BASS FISHING

Minneapolis, MN– July 15, 2010–Activision, Inc. (Nasdaq: ATVI) and Rapala, the world’s leading fishing brand, announced today that Rapala Pro Bass Fishing is coming this Fall to the Xbox 360 ® video game and entertainment system from Microsoft, PlayStation ® 3 and PlayStation ® 2 computer entertainment systems, PSP ® (PlayStation ® Portable) system, Wii TM , and Nintendo DS TM . Xbox 360 and PlayStation ® 3 system versions are available with first of a kind wireless Rapala Rod&Reel controllers and an all new Rapala Rod&Reel peripheral is available for Wii TM . Featuring full motion controls, players will be able to cast, reel, jig, set the hook and more as if they had an actual fishing rod in their hands.

Rapala Pro Bass Fishing pits players against real-life fishing pros on top freshwater lakes across North America– only the finest techniques and equipment will determine who is the best of the best. For the first time ever in a fishing game, the competition is set up in a professional tournament structure and the action is presented as a live TV event with announcers (including Barry Brueland, the voice of InFisherman TV), live updates, competitive leader boards, analysis, and heart-pounding final weigh-ins. The competition gets tough as you fish through over 20 tournament events on your quest for the season trophy.

“Pro tournament action is all about the intensity and adrenaline of live fishing competition,” said David Oxford, Activision Publishing.“Rapala Pro Bass Fishing captures every detail from the starting line to the championship trophy presentation.”

Equipped with an unequaled assortment of licensed boats, rods, lures, and apparel, players can fish by themselves, compete, or challenge friends in contests in simultaneous 2-player mode. There are over 50 of these contests, including challenges based on location, time, fish weight and accuracy of casts.

“We’ve brought in our Rapala-sponsored professionals to make sure Rapala Pro Bass Fishing is the most realistic tournament fishing experience to date,” said Tom Mackin, Rapala.“Activision is really outdoing themselves - all of us couldn’t be more pleased with the game.”

The game is not yet rated by the ESRB.

About Rapala

Rapala is a leading fishing tackle company and the global market leader in the fishing lures, treble hooks and fishing related knives and tools. The Group also has a strong global position in other fishing categories. The Group has its own distribution companies in all the main markets and the largest distribution network in the industry. The main manufacturing facilities are located in Finland, France, Estonia, Russia and China. The Group brand portfolio includes the leading brands in the industry, Rapala, and other global brands like VMC, Storm, Blue Fox, Luhr Jensen, Williamson, Terminator, Trigger X, Sufix and Marttiini. The Group, with net sales of EUR 242 million in 2007, employs more than 4,000 people in 30 countries.

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, 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.


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