Bobby Kotick has never been one to shy away from the limelight and his latest comments will certainly ensure he stays in it for a little while longer.
Speaking at a conference in the United States, Kotick said "Our competitor online [is] Facebook in some respects. Even though they don't create content, they provide it."
He then went on to say, "But the traditional companies - the Electronic Arts, or Sony or Microsoft or Nintendo or Disney - that make console-based video games, are going to really struggle [in future] to figure out how to get into these online business we're in today."
He closed his presentation by stating that Activision are looking to not just be the biggest interactive entertainment company, but the biggest entertainment company full stop.