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Monday, August 21 2017 @ 04:46 PM BST

Why there is partnership with Microsoft for Call of Duty DLC

Call of Duty Ghosts

Activision’s CEO Eric Hirshberg explains reasonings behind partnership with Microsoft for Call of Duty DLC.

Since 2010 Activision and Microsoft have a deal that all Call of Duty DLC goes first to the Xbox 360 gamers. But there has been lots of controversy as to why Activision actually reached this agreement for the biggest entertainment franchise ever. At the recent E3 Xbox ONE Reveal event, Activision confirmed that also the Call of Duty Ghosts DLC will be coming first to Xbox One...


Eric Hirshberg

Hirshberg :

' It helps us launch the games. It helps us amplify our marketing messages and get the word out to a larger audience,” Hirshberg explained. “Getting the first parties to participate in that process is very helpful. Us giving them some meaningful exclusive content or time advantages for their platform helps them have something to market to their community as well. It’s a mutually beneficial relationship in both of the cases that you mentioned. But it’s important to note that they’re not exclusive relationships. Activision has historically been a platform agnostic company.

As much as I’m sure the first parties would love to have some of our games exclusively, we want to be wherever gamers are,” he continued. “We try to strike the right balance between giving something meaningful to the first parties for them to market to their community, and for them to reward their community for their loyalty, but something that also allows us to continue to flourish on all the platforms. We’ve struck the right balance, because Call of Duty is equally popular on PlayStation as it is on Xbox. We hope Destiny is the same. '