Blizzard 2009 Annual Report Download - page 12

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The service is expected to launch simultaneously with StarCraft® II and will power all of Blizzard Entertainment’s
games moving forward.
During 2009, console online play and digital transactions for Activision’s titles also gained critical mass. More
than 62 million Guitar Hero songs have been downloaded by gamers to date, while the Call of Duty: World at
War™ map packs have sold more than 8.5 million units combined. As of this writing, World at War remains one
of the top-five titles played via Xbox LIVE®, and Call of Duty: Modern Warfare 2 holds the top spot for the
number of people playing any individual game on Xbox LIVE.
Both Call of Duty and Guitar Hero, like Blizzard Entertainment’s World of Warcraft, are the clear #1 offerings within
their genres. The success of these franchises is the outcome of years of persistent focus and methodical execution.
In 2010, Activision plans to release new downloadable content for several of its games including Call of Duty:
Modern Warfare 2, Guitar Hero 5, and DJ Hero™. Additionally, Activision will continue to selectively expand
its brands into other digital segments like the iPhone®
.
i m p r o v i n g o p e r a t i o n a l d i s c i p l i n e
Building a reliable, sustainable growth company requires excellent execution around margin expansion, cash flow
generation and the capital allocation required to achieve high returns. As a result, we are constantly working to
improve the core operations of our two divisions—Activision and Blizzard Entertainment.
To this aim, we recently restructured Activision Publishing and created a new business unit dedicated to Call of
Duty. This recognizes the importance of prioritizing our opportunities in order to maximize shareholder returns.
In 2009, our operational excellence and continued focus on our audiences enabled us to deliver another year of
record non-GAAP profit and record operating cash flow.
Activision Blizzard’s success comes from the extraordinary talent and dedication of our employees around the
world. Their hard work has enabled us to grow at a spectacular pace. They have embraced our cultural values of
excellence, thrift, innovation and accountability which are the foundation for our success. We are grateful for
their efforts.
These principles were always embraced by our longest serving board member, Barbara Isgur, who passed away
this year. We will miss her indomitable spirit, seriousness of purpose and sound judgment.
We remain steadfast in our commitment to serve our audiences, retailers, strategic partners, shareholders
and community and to operate a highly disciplined company dedicated to making great games and providing
superior returns to our shareholders.
Sincerely,
Robert Kotick Brian Kelly
President and Chief Executive Officer, Activision Blizzard Co-Chairman of the Board, Activision Blizzard
a c t i v i s i o n b l i z z a r d , i n c .
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