CALL OF DUTY®: BLACK OPS SETS NEW OPENING DAY SALES RECORD WITH APPROXIMATELY $360 MILLION IN NORTH AMERICA
AND UNITED KINGDOM ALONE.

Most Anticipated Game of the Year Becomes
Biggest Entertainment Launch in History

Santa Monica, CA – November 11, 2010 – Shattering its own day-one sales record, Activision Publishing, Inc. (Nasdaq: ATVI) announced that Treyarch’s highly-anticipated Call of Duty®: Black Ops has become the biggest entertainment launch ever with an estimated sell-through of approximately $360 million in North America and the United Kingdom alone in the first 24 hours of its release, as compared to last year’s estimated day-one sell-through of $310 million for Call of Duty: Modern Warfare® 2 in North America and the United Kingdom, according to internal Activision estimates.

Call of Duty: Black Ops, marks the second year in a row that the Call of Duty franchise has set day one launch records across all forms of entertainment. In its first day on November 9, the blockbuster title sold through approximately 5.6 million copies in North America and the United Kingdom, as compared to 4.7 million copies for last year’s Call of Duty: Modern Warfare 2, according to internal Activision estimates.