Activision: Games are Relationships

If you treat your games as past-time affairs, or something that you just throwaway, you might want to rethink that. Activision’s CEO of publishing, Eric Hirshberg wants players to understand that games are “brands” and not just “products.” They’re more akin to relationships compared to other forms of entertainment.

In an interview with VentureBeat, Hirshberg was asked if the games industry has acknowledged this way of thinking.

I don’t know that it’s the games industry hasn’t come to realize it so much as, it’s almost very emblematic of how all entertainment industries promote their products. But as I said in my comments, games are different, because they’re not disposable, they’re not one-time. They really are relationships. The way you interact with a game has much more in common with the way you interact with a sport that you love, or a hobby that you love, that’s ongoing and long-lasting, than with how you watch a movie. Which you do for two hours and then you move on. So I think all we’re trying to do is look at that behavior and change the way we talk to people about games

Give the interview a read as it gives a good insight to Activision’s mindset when creating franchises – and how they make it succeed.

Do you agree with Hirshberg or would you rather games be something disposable?