New Transformers(TM): War for Cybertron Downloadable Content Pack Available Now

SANTA MONICA, Calif., Sept 07, 2010: The battle for CYBERTRON continues as Activision Publishing, Inc. (Nasdaq: ATVI) announced today that the Transformers TM : War for Cybertron Map and Characters Pack 2 is available now for download on the Xbox 360 ® video game and entertainment system from Microsoft and the PlayStation ® 3 computer entertainment system. Based on Hasbro's iconic TRANSFORMERS brand, the downloadable content pack will include two new, distinct playable TRANSFORMERS characters and five all-new maps for online multiplayer game modes.

The new playable TRANSFORMERS characters joining the roster will include ZETA PRIME and DEAD END. Players will have access to both characters in the game's heart-pounding, four-player co-op Escalation mode, and will be able to select their chassis to create their own TRANSFORMERS character in the traditional competitive multiplayer modes.

In addition, five brand new multiplayer maps will extend the diverse array of battlefields on which players can wage war with their friends.

Two new Escalation mode maps include:

    <*>Pulse is an AUTOBOT map and allows players to take a journey inside the DECEPTICON giant TRYPTICON, challenging fans to explore his twisted interior corridors to overload the central power core located within. <*>Static is a DECEPTICON map that thrusts players into a bevy of multi-level rooms riddled with environmental traps that can be used for their advantage.
Three new competitive multiplayer maps include:
    <*>Horizon is a picturesque statuary overlooking the war-torn AUTOBOT home city of Iacon, complete with wide open courtyards and tight spaces for close quarters combat. <*>Sector is an old maintenance facility used by the DECEPTICONS during the legendary war and allows for open vehicle navigation, especially dive-bombing jets and those with long range weapons. <*>Metropolis is set high above the clouds and drops players straight into the bombed out ruins of a high rise Iacon city building. Liquid energon drips from broken pipes and sparking electricity crackles from severed wires as it was once served as a fierce central battleground on Cybertron.
The Transformers: War for Cybertron Map and Characters Pack 2 is currently available on Xbox LIVE ® Marketplace for the Xbox 360 ® video game and entertainment system from Microsoft for 800 Microsoft Points and in the PlayStation ® Store for the PlayStation 3 computer entertainment system for $9.99.

Transformers: War for Cybertron is rated "T" (Teen - Violence) by the ESRB. For more information on the game, 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, 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.


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