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Guitar Hero

To be plugged on Channel 4's 4Music TV channel and six Bauer Consumer Media music channels.

Friday 15th August/... Bauer Advertising and 4Music today announced an exclusive sponsorship deal with Activision Publishing, Inc. (“Activision”) (Nasdaq: ATVID) to promote the Guitar Hero®games across Channel 4’s 4Music channel and six Bauer Consumer Media music TV channels; Kiss, Kerrang!, Magic, Q, The Box and Smash Hits.

The deal, brokered by Bauer Advertising and Starcom Mediavest, is one of the largest gaming advertising deals negotiated at Bauer Advertising to date.

The partnership with Activision Publishing, Inc., a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products, is designed to further enhance brand awareness for Guitar Hero, the world’s best-selling rhythm-based video game series, as well as help promote the upcoming Guitar Hero® World Tour launch in the U.K.

Beginning 15th August 2008, Activision’s Guitar Hero brand will be the exclusive weekly sponsor for over 40 hours of live concerts that will be broadcast on 4Music, Kiss, Kerrang!, Magic, Q, The Box and Smash Hits for a six-month period, running until February 2009. Bespoke 60” interactive adverts will run across all channels during that six-month period as well as 10” blipverts that will act as teasers to ensure that short-stay viewers also engage with the promotion.

The adverts will preview new footage from various Guitar Hero games and run competitions offering viewers the chance to win prizes such as home entertainment systems, accessories and other Activision games. Viewers will text in to enter the competitions, or log on to a bespoke microsite, generating audience interaction within the campaign activity.

As part of the partnership, the Guitar Hero brand will also sponsor seven hours of relevant weekly programming across the music EPG on Bauer channels, which comprise 40% of the total music TV market.

Darren Khan, TV Sales Director, Bauer Advertising says: “The live festivals and music programming on our channels are a perfect fit for Guitar Hero’s target market and it is great to work with Activision on this exciting long-term promotion. Creating and packaging exclusive partnership opportunities for clients across the extensive music programming content on 4Music and Bauer music TV channels is a great new proposition from Bauer Advertising, and we are delighted to have Activision on board.”

David Tyler, UK & Ireland Marketing Director, Activision Publishing, Inc. UK says: “This is an amazing opportunity for us to reach a huge number young people with a variety of music tastes in one neat, targeted campaign. Guitar Hero video games are the perfect product for all music lovers who live and breathe the fantastic programming that Bauer’s music channels and 4Music provide.”

About Activision Publishing:

Headquartered in Santa Monica, California, Activision, Publishing, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products.

Activision Publishing maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Ireland, Italy, Sweden, Spain, the Netherlands, Australia, Japan and South Korea. More information about Activision Publishing and its products can be found on the company's website,


For further information please contact Hermione Clulow or Polly Faber at Braben on 020 7566 2990 or

Guitar Hero is a registered trademark of Activision Publishing, Inc.

Cautionary Note Regarding Forward-looking Statements: Information in this press release that involves Activision Publishing’s expectations, plans, intentions or strategies regarding the future are forward-looking statements that are not facts and involve a number of risks and uncertainties. Activision Publishing generally uses words such as “outlook”, “will,” “could,” “would,” “might,” “remains,” “to be,” “plans,” “believes”, “may”, “expects,” “intends,” “anticipates,” “estimate,” future,” “plan,” “positioned,” “potential,” “project,” “remain,” “scheduled,” “set to,” “subject to,” “upcoming” and similar expressions to help identify forward-looking statements. Factors that could cause Activision Publishing’s actual future results to differ materially from those expressed in the forward-looking statements set forth in this release include, but are not limited to, sales of Activision Publishing’s titles, shifts in consumer spending trends, the seasonal and cyclical nature of the interactive game market, Activision Publishing’s ability to predict consumer preferences among competing hardware platforms (including next-generation hardware), declines in software pricing, product returns and price protection, product delays, retail acceptance of Activision Publishing’s products, adoption rate and availability of new hardware and related software, industry competition, rapid changes in technology and industry standards, protection of proprietary rights, litigation against Activision Publishing, maintenance of relationships with key personnel, customers, vendors and third-party developers, domestic and international economic, financial and political conditions and policies, foreign exchange rates, integration of recent acquisitions and the identification of suitable future acquisition opportunities, Activision Blizzard’s success in integrating the operations of Activision Publishing and Vivendi Games in a timely manner, or at all, and the combined company’s ability to realize the anticipated benefits and synergies of the transaction to the extent, or in the timeframe, anticipated. Other such factors include additional risk factors identified in Activision Blizzard’s most recent annual report on Form 10-K and any subsequent quarterly reports on Form 10-Q. The forward-looking statements in this release are based upon information available to Activision Publishing and Activision Blizzard as of the date of this release, and neither Activision Publishing nor Activision Blizzard assumes any obligation to update any such forward-looking statements. Forward-looking statements believed to be true when made may ultimately prove to be incorrect. These statements are not guarantees of the future performance of Activision Publishing or Activision Blizzard and are subject to risks, uncertainties and other factors, some of which are beyond its control and may cause actual results to differ materially from current expectations.

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