Once a hardcore gamers' favorite, Activision has seen its reputation decline among that demographic following its legal battle with Infinity Ward and its decision to release a new Call of Duty sequel each year.
Eric Hirshberg, the newly-appointed head of Activision Publishing has admitted the company's reputation crisis and acknowledged that it has to be turned around even though they are shifting their focus to more casual gaming.
"I think there's certainly a reality to that [Activision's bad reputation] in the hardcore gaming blogosphere," he said. "You sort of can't escape that there's some perceptual problems and an air of controversy, certainly right now."
"I don't think that's anything that's widely-held in the consumer community, but I definitely think it's something that we need to correct," Hirshberg concluded. "A company that has so many of the world's most beloved games should have the reputational momentum to match, amongst gamers."