Game On: Call of Duty® XP Has Landed
Company: Activision
Los Angeles - Sept. 2, 2011 - Activision Publishing, Inc. (Nasdaq: ATVI) CEO Eric Hirshberg kicked the global Call of Duty® fan community into overdrive this morning when he presided over the debut of Call of Duty®: Modern Warfare® 3's epic multiplayer mode, the opening act of Call of Duty XP, the greatest Call of Duty gamer celebration ever conceived.

Immediately following the presentation, attendees were turned loose on the showfloor for two full days of gaming, multiplayer challenges and one-of-a-kind real-world experiences, all inspired by the signature action and intensity that has made Call of Duty one of the most lauded and successful entertainment franchises ever. The centerpiece of competition is the Call of Duty $1 Million Tournament Presented by Xbox 360®, a massive 32-team, single-elimination battle royale that pits the world's premiere Call of Duty gamers against each other for a share of the record $1 million prize purse. The top eight teams will be in the money-the winning squad will pocket $400,000 after the grand finale Saturday night. Call of Duty fans around the globe began qualifying weeks ago on the record-setting Call of Duty®: Black Ops for the historic competition.

A colossal 12-acre compound in Playa Vista, California-where Howard Hughes famously built the Spruce Goose-has been completely transformed for XP's inaugural edition. Onsite activities include:

° A once-in-a-lifetime chance to paintball firefight across a life-size replica of Call of Duty®: Modern Warfare® 2's Scrapyard level.
° The opportunity to speed-run the infamous Modern Warfare® 2 The Pit training sequence, for real.
° A white-knuckle ride across a sprawling, obstacle-ridden challenge course in the Jeep Experience.
° A Call of Duty®: Black Ops military-style zip-line plunge across the compound.
° One-on-one battles in the raised Juggernaut Sumo ring.
° Rations for sale at Modern Warfare 2'siconic Burgertown and Nate's Grab N Go food joints.
° A tour of the Call of Duty armory and museum, featuring concept art, weapons and gear, and memorabilia from the entire franchise.

Also on tap are appearances by basketball greats Kevin Garnett, Chris Bosh, Russell Westbrook and Kevin Love, supermodel Marisa Miller, Stacy Keibler and actor/comedian Nick Swardson. Attendees can sit in on developer panels hosted by Treyarch and Beachhead Studios, plus a special panel featuring actors from Call of Duty® Black Ops and the Modern Warfare® series. Each day will be capped by stellar live performances, including the critically-acclaimed Dropkick Murphys - known for their complex distillation of classic punk rock, Celtic folk and American rock 'n roll - who will close the show's first night. And coming off the release of his fifth #1 album, the global smash "Watch the Throne," hip-hop icon Kanye West is set to close Call of Duty® XP on Saturday night.

Call of Duty XP promotional partners have embraced this unique opportunity for Call of Duty fan service. In addition to co-sponsoring the $1 million tournament, Microsoft revealed the new Xbox 360 Limited Edition Call of Duty: Modern Warfare 3 Custom Console. Sporting a 320GB hard drive, two wireless controllers and a Bluetooth headset, the collectible console will launch simultaneously with Modern Warfare 3on November 8th. Jeep thrilled fans with an exclusive tease of the new 2012 Wrangler Call of Duty®: Modern Warfare® 3 Edition. Also debuting in November, this custom four-wheeler was designed with input from Modern Warfare 3developers. Mountain Dew and Doritos provided samples of their all-new Modern Warfare 3 original flavors, which will offer double XP to North American Call of Duty gamers with every purchase.

Activision and developers Infinity Ward and Sledgehammer Games delivered a knockout punch to the thousands of attendees present at the XP keynote with the reveal of new Modern Warfare 3 features. Strike Packages-including Assault Strike, Support Strike, Specialist Strike and others-will overhaul the Killstreak system and create the most balanced and immersive multiplayer experience ever. The new Weapon Proficiencies system empowers players to modify their load-out to suit their individual play-style. User-generated game modes, a universal player card, loyalty rewards and new game modes like Kill Confirmed and Team Defender capped a stunning lineup of gameplay innovations.

These innovations will work in tandem with the Call of Duty® Elite social gaming platform to dramatically enhance the multiplayer experience. Launching alongside Modern Warfare 3 this fall, Call of Duty Elite is designed to help gamers Play Better Together. Also on display at this morning's presentation, Call of Duty Elite delivered detailed stat tracking and performance analytics, integrated Facebook friend support, clan creation and management, and a device-agnostic hub for all things Call of Duty, connecting gamers via console, smartphone, tablet and web. Users can even customize matches via mobile and push them to the game remotely-the changes will be waiting the moment they boot up their console.

Call of Duty Elite features the deepest free service in gaming. For uncompromising Call of Duty devotees, the premium annual membership offers an unrivaled level of integration with the franchise and likeminded hardcore fans. The premium membership includes a year's worth of Modern Warfare 3 DLC available monthly during the 9-month DLC season, daily competitions for in-game and real-world prizes, 24/7 competition calendar, clan tournaments, up to 24 minutes of HD gameplay video uploads, and the highly-anticipated Call of Duty Elite TV.

The new Call of Duty Elite TV will offer original, episodic video programming from top Hollywood talent, including digital content and production studio DumbDumb, led by Will Arnett and Jason Bateman in partnership with Ben Silverman's multimedia studio, Electus. The production company is in development on two new programs, Cocked Hammers and Noob Tube!, both airing this fall on Call of Duty Elite TV. Additionally, executive producers Ridley Scott and Tony Scott's RSA are working on Friday Night Fights, a program where real life rivals battle it out in Call of Duty multiplayer.

And it didn't stop there. All Call of Duty XP attendees were treated with a redemption code for a free copy of the limited Modern Warfare 3 Hardened Edition when it becomes available, which includes a free year's membership of Call of Duty Elite featuring all Modern Warfare 3 DLC.

Call of Duty Elite will launch this November with an all-inclusive DLC premium annual membership for the annual price of $49.99, less than $5 per month.

Activision will donate 100% of the ticket sales of Call of Duty XP to The Call of Duty Endowment, a non-profit, public benefit corporation that seeks to help returning soldiers transition back to civilian life, find work and establish careers. Fans can continue to follow the action, or view highlights, including the Modern Warfare 3 multiplayer reveal, by visiting www.callofduty.com/xp.

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.

About the Call of Duty Endowment
The Call of Duty Endowment is a non-profit, public benefit corporation created by Bobby Kotick, CEO of Activision Blizzard. The organization seeks to help soldiers transitioning to civilian life find work and establish careers and to assist organizations that provide job placement and training. For more information about The Call of Duty Endowment, please visit www.callofdutyendowment.org.

About DumbDumb
DumbDumb is a digital content and production studio led by Jason Bateman and Will Arnett. By using their well-known comedic tone and sensibility, DumbDumb creates and produces brand-inspired entertainment content that reaches audiences across all forms of social, digital and traditional media. Their goal is to enhance traditional marketing and advertising activities, and ultimately revolutionize the way advertisers connect with their audiences. With the backing and distribution expertise of Ben Silverman's multimedia entertainment studio, Electus, and IAC, DumbDumb is a valuable strategic and creative resource for brands looking to harness the power of entertainment and humor. For more information about DumbDumb, visit www.DumbDumb.com.
About Electus

Electus is the first integrated multimedia entertainment studio to unite producers, creators, advertisers and distributors under one roof and produce all forms of content for distribution across a variety of platforms around the world. Headed by Ben Silverman, in partnership with IAC [NASDAQ: IACI], the company connects advertisers, distributors and content creators early on in the development process, enabling marketers and advertisers to be a true partner in campaigns and content creation. For more information on Electus, visit www.electus.com.

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Call of Duty, Modern Warfare and Activision are registered trademarks of Activision Publishing, Inc. All other trademarks and trade names are the properties of their respective owners.
Xbox 360 and XBOX LIVE are registered trademarks of Microsoft Corporation.
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