Activision: A game in every genre doesn't mean you're creative

Activision Publishing CEO Eric Hirshberg has shot down suggestions that the company, which has found massive success with both Call Of Duty and Skylanders, isn't willing to take risks.

"I think there is a false narrative that all Activision wants to do is put out a Call of Duty every year, when in fact we've shown some real innovation and appetite for risk," he told CVG.

"I think that publishers which have wider and 'more diverse' slates are far less risky than us, are far less creative. Just because you have a game in every genre does not mean you're creative. So, what we do is certainly a strategy that's not for everyone, and it's not the only way to make good business, but it works for us. It's something that pre-dates me, it's something Activision has done for many years."

During the interview he pointed to Skylanders as an example of a massive risk, but one that the media forgets about in favour of Activision's shooters.

"I feel like people breeze past that when they ask me about diversity. I don't know anyone that's taken a bigger bet on a less proven franchise based on their gut-instinct than we did with Skylanders."

The company is currently working on first person shooter Destiny, and preparing for the launch of Call Of Duty: Ghosts which will be released for PlayStation 3, Wii U, and Xbox 360 on November 5, and for next-generation consoles at launch.