Activision - EA's mudslinging isn't a new tactic

"It's not a new strategy for challenger brands to try to get themselves mentioned in the same breath as leader brands. Coke didn't do the Coke challenge, Pepsi did the Pepsi challenge. It's a tried and true strategy to try and get yourself mentioned as much as possible in the same breath as the leaders so people start thinking of you in that context. What about creating market share? I feel like [EA's commentary] comes from a place that assumes that there's a finite number of gamers in the world. If we as an industry act like there's a finite number of gamers in the world, and just beat each other up to get access to them, I think that will come true. On the other hand, if we act like we can constantly pull people into this passion, which is what has happened - the industry has grown exponentially - then I think that we can bake a bigger pie instead of fighting over a bigger slice of the existing one." - Activision Publishing boss Eric Hirshberg

I am honestly surprised with how mature Activision is being with all of this. I really have to respect that, even if I don't respect all the company does.

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