Activision CEO Bobby Kotick doesn't see a lot of potential in social and media gaming, instead growth and revenue will come from already established titles and their communities.
"The place where you have the opportunities for growth is within the communities of franchises we control," Kotick told Reuters.
Kotick added that there is little potential in the mobile and social gaming scene for "dedicated" games, however the iPad is something of interest.
As for social games on sites like Facebook, Kotick admits that while they attract a rather large number of users, it is a business strategy that Activision isn't interested in, for the moment.
"It's a different question assessing it as a business opportunity. Right now we don't see an opportunity for us to participate in that market," he said.