REEL IN TROPHY FISH WITH ACTIVISION’S UPCOMING RAPALA® FOR KINECT

Minneapolis, MN – September 8, 2011 – Activision Publishing, Inc. (Nasdaq: ATVI) and Rapala, the world’s leading fishing brand, announced today that Rapala® for Kinect will be available this November on Kinect™ for Xbox 360®. Featuring total-body motion controls, players will be able to cast, reel, set the hook and more as though there was an actual fishing rod in their hands.

Rapala for Kinect features an arcade style fishing experience controlled completely by a player’s movements with intuitive commands that creates a sport fishing title never before seen on Kinect for Xbox 360. One to four players will compete in exciting contests in a race against the clock. Traveling between fishing hot spots will boil down to fast paced, motor mashing player versus player races. A rapid fire, forty five seconds from cast to catch, ensures fun, quick and intense angling action. Players will drop in and out of the action with barely a pause.

“Pro-anglers and family gamers will go crazy for the immersive fishing experience presented in a familiar arcade style format,” said David Oxford, Executive Vice President of Activision Publishing. “Rapala for Kinect captures a simple and straightforward aesthetic with an emphasis on play!”

The arcade sheen lends a light heartedness to the sport fishing presentation. Bright, eye catching colors and cel-shaded models are geared towards a realistic and distinct Kinect for Xbox 360 title. Humorous features add replayability and user-generated content such as recording your face to paste it onto one of the game’s boss fish. Additionally, all in-game Rapala branded lures have unique personalities and will communicate with hilariously entertaining jibber jabber. Social connectivity will extend beyond online gameplay with complete Facebook integration to share the best catches with friends.

“We’ve been incredibly pleased with the previous successes of our Activision partnership,” said Tom Mackin, Rapala. “Rapala for Kinect allows us to integrate the worldwide familiarity with Rapala into the living room in a game tailor made for a fun, family oriented, fishing extravaganza.”

Rapala for Kinect will be available this November on Kinect for Xbox 360. The game is rated E for Everyone by the ESRB. For more information visit www.Activision.com.

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 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, 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. ;

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©2011 Activision Publishing, Inc. Activision is a registered trademark of Activision Publishing, Inc. Kinect, 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. 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.

For Information, Contact:

Activision:

Aaron Palacios 

Sandbox Strategies

415.673.3455

aaron@sandboxstrat.com

Rapala:

Brian Anderson

Carmichael Lynch Spong

612.375.8514

Brian.anderson@clynch.com  


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