LOS ANGELES–Activision Blizzard hasn’t been overly keen on cooperating with the Entertainment Software Association in recent years. With just a few months to go before the 2008 Electronic Entertainment Expo, Activision and its soon-to-be sibling Vivendi Games created a public stir by abruptly announcing they had departed the ESA and would be skipping its annual event–likely thanks to the industry trade body’s 1,600 percent hike in membership dues between 2006 and 2008. Of course, that didn’t stop the publisher from cashing in on the massive amount of publicity associated with E3 2008. Just a short distance away from the site of E3 proper at the Los Angeles Convention Center, Activision held its own press junket, making high-profile game announcements for a new Wolfenstein and Singularity, both from Raven Software, and Marvel Ultimate Alliance 2: Fusion from Vicarious Visions. In February, the ESA managed to partially bring Activision Blizzard back into the fold, with the megapublisher announcing that it would be exhibiting its wares in an official capacity at E3 2009, if not rejoining the trade association in full. Still, Activision Blizzard continues to skirt around the ESA’s timetable, opting to hold its de facto press conference via webcast on Sunday…. Read full this story
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