Rapala Pro Bass Fishing

FOR IMMEDIATE RELEASE

MINNEAPOLIS, MN – October 1, 2010 – Activision Publishing, Inc. (Nasdaq: ATVI) and Rapala, the world’s leading fishing brand, announced today that Rapala Pro Bass Fishing is out now for iPhone and iPad and can be downloaded from the App Store for $4.99. The first fishing title for iPad and iPhone to focus on pro competition, Rapala Pro Bass Fishing sets a new standard for visual polish and real world detail for the genre.

Players will take on some of the fishing world’s top anglers as they cast their way into the pro tour with over 25 tournament events throughout the United States. With Rapala Pro Bass Fishing’s fully integrated motion controls, fishing fanatics will feel smooth casts, the impact of the strike and the struggle of the fight against over 20 trophy species of fish. The entertaining TV-style presentation includes commentary (from the likes of Barry Brueland, the voice of InFisherman TV), live updates, cinematics and heart-pounding weigh-ins. The more casual free fishing mode offers the ability to practice for tournaments and experiment with the unparalleled lineup of officially licensed professional gear from Rapala .  

As an added bonus, the iPad version lets two players go head-to-head on one iPad for some dueling angler action. Challenge your friends to a variety of arcade-mode challenges and see who comes out on top. Additionally, no fisherman would be complete without bragging rights, so all top scores can be posted to Facebook.

“There have been plenty of fishing games released on the App Store, but nothing comes close to Rapala Pro Bass Fishing,” said David Oxford, Activision Publishing. “This is the first time thrilling tournament style fishing has come to the iPhone and iPad, and we’ve captured every detail of live fishing competition.”

Rapala Pro Bass Fishing is available now on the App Store for $4.99 for iPhone and iPad. For more information, please visit www.RapalaFishingGames.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, with net sales of EUR 242 million in 2007, 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, 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.

©2010 Activision Publishing, Inc. Activision is a registered trademark of Activision Publishing, Inc. 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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Edith Yang

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edith@sandboxstrat.com