Cabela's Outdoor Adventures

FOR IMMEDIATE RELEASE

MINNEAPOLIS, MN – JULY 28, 2009 – Activision, Inc. (Nasdaq: ATVI) announced today that Cabela’s Outdoor Adventures will be released this fall on the Xbox 360® video game and entertainment system from Microsoft, PlayStation®2 and PLAYSTATION®3 computer entertainment systems, Wii™, and PC. Cabela’s Outdoor Adventures offers outdoor enthusiasts a simulation-style, seamlessly integrated experience that includes big game hunting, fishing and bird shooting.

“Never before has a Cabela's game had so much variety,” said David Oxford, Activision Publishing. “We went back to the drawing board with the folks at Cabela's and listened closely to the serious enthusiasts of each of these disciplines to make sure Cabela’s Outdoor Adventures is the most complete game ever for sportsmen.”

Cabela’s Outdoor Adventures features North America’s top outdoor destinations, over 50 hunting and fishing adventures and intensive use of gear and tactics, such as animal calls and stealth skills. Emphasis is placed on moments that are instinctively associated with hunting and fishing, like stalking the animals, squeezing the trigger, hooking a fish or snap-shooting a flushed bird, all while respecting real life hunting rules and regulations. Players can also upgrade their hunting gear with authentically branded real life equipment.

“I commend Activision for their commitment to simulating the outdoor sports in a challenging, fun and exciting format,” said Bryan Stave of Cabela's. “Cabela’s Outdoor Adventures gives real enthusiasts their fix when they can’t be in a forest or on a lake.”

Brand new to the franchise is an all-new shooting system known as VITALS (Visually Integrated Targeting and Lock-on System) that allows the player to focus on delivering an accurate shot to the prey’s vitals, while also creating a closer and more personal view of the animals as they react realistically to being hunted. Even better, you can create your trophy buck - customize your deer’s rack, body and color. For the new players, the game offers integrated tutorials and guided hunts.

For more information visit www.activision.com.

Cabela’s

Cabela’s Incorporated, headquartered in Sidney, Nebraska, is a leading specialty retailer, and the world’s largest direct marketer, of hunting, fishing, camping and related outdoor merchandise. Since the Company’s founding in 1961, Cabela’s has grown to become one of the most well-known outdoor recreation brands in the world, and has long been recognized as the World’s Foremost Outfitter. Through Cabela’s growing number of retail stores and its well-established direct business, it offers a wide and distinctive selection of high-quality outdoor products at competitive prices while providing superior customer service. Cabela’s also issues the Cabela’s CLUB Visa credit card, which serves as its primary customer loyalty rewards program. Cabela’s stock trades on the New York Stock Exchange under the symbol “CAB.”

About Activision Publishing

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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©2009 Activision Publishing, Inc. Activision is a registered trademark of Activision Publishing, Inc. “PlayStation”, “PLAYSTATION” and “PS” Family logo are registered trademarks of Sony Computer Entertainment Inc. 2008 Microsoft Corporation. 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. Wii and Nintendo DS are trademarks of Nintendo. © 2006 Nintendo. 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.

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