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ACTIVISION RELEASES CABELAS BIG GAME HUNTER 2010

MINNEAPOLIS, MN - August 21, 2009 - Activision Publishing, Inc. (Nasdaq: ATVI) announced today that Cabela's Big Game Hunter 2010 will be released September 29 in North America for Wii^TM, Xbox 360® video game and entertainment system from Microsoft, and PLAYSTATION®3 computer entertainment system. The Wii^TM version can be purchased with the innovative Top Shot hunting peripheral, packaged with the game. In Cabela's Big Game Hunter 2010, the player must combine precision, guts, and technology to earn a place among world's most respected hunters.

"We are elevating the first person action hunting genre because it's what fans demand," said David Oxford, Activision Publishing. "Skill, extreme danger, real world equipment - you get all of that in Cabela's Big Game Hunter 2010, and it all takes place in stunningly rendered outdoor environments packed with animals that look and act like the real thing."

In Cabela's Big Game Hunter 2010, players seek "Super Hunter" status aiming to take their "game" to the next level and join the ranks of hunting's best of the best - a club where it takes much more than tall tales to gain respect. Players must prove their fearlessness and ability by successfully bagging the largest trophies in the world's most rugged regions. The most prized animals can only be reached by climbing cliffs, crossing raging rivers, and facing countless more perilous situations. Brand new elements, such as rewards for successfully using cover to progress through missions and a VITALS system which helps players visualize the perfect shot, promise to make this the most fun and action-packed Cabela's game yet.

The Top Shot peripheral for Wii adds a new level of realism in heart-pounding hunting adventures - just take a few seconds to load the Wii Remote^TM and Nunchuk^TM and you're ready to put the trophy buck of a lifetime in your crosshairs. In addition, the Wii^TM version includes 13 arcade style shooting galleries, including 4-person multiplayer.

Activision's dedication to the hunting genre is real and the Cabela's crowd has responded, year after year," Bryan Stave of Cabela's. "It has been inspiring to work with them on Cabela's Big Game Hunter 2010 - we can't wait for September!"

Goto www.cabelas.com to learn more.

Cabela's

Cabela's Incorporated, headquartered in Sidney, Nebraska, is a leading specialty retailer, and the world's largest direct marketer, of hunting, fishing, camping and related outdoor merchandise. has grown to become one. Since the Company's founding in 1961, Cabela's of the most well-known outdoor recreation brands in the world, and has long been recognized as the World's Foremost Outfitter T

Headquartered in Santa Monica, California, Activision Publishing, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products. Activision Publishing maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Ireland, Italy, Sweden, Spain, the Netherlands, Australia, Japan and South Korea. More information about Activision and its products can be found on the company's website, www.activision.com .