Although the Call of Duty publisher is often accused of sticking to what works when new ideas could be found, Activision's CEO stands firm on the fact that the company is actively taking creative risks.
"Our strategy is to do a few things and do them exceptionally well," CEO Eric Hirshberg told Edge. "I think that sometimes people misperceive that as somehow being risk-averse, and yet we’re taking some of the biggest risks in new genres and new business models and new IPs than anybody."
Hirshberg cited Skylanders as an example of a risk, saying the franchise is not only a new IP, but a new genre of play that was still unproven 18 months ago.
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