Transformers: War for Cybertron

London, UK– 27th July, 2010 – The legendary battle between the AUTOBOTS and DECEPTICONS rages on as Activision Publishing, Inc. (Nasdaq: ATVI) announced today that the Transformers ^TM : War for Cybertron Map and Character Pack is available now for download on the Xbox 360 ^® video game and entertainment system from Microsoft and will be available on the PlayStation ^® 3 computer entertainment system from tomorrow. Based on Hasbro’s iconic TRANSFORMERS brand, the downloadable content pack will include five distinct playable TRANSFORMERS characters and four all-new maps for online multiplayer game modes.

“The fans have spoken and the response to Transformers: War for Cybertron has been colossal,” said David Pokress, Head of Marketing for Licensed Properties, Activision Publishing, Inc. “Our number one goal since the launch of the game has been to support the rapidly-growing online community, and we recognize the need for these characters and maps to continue the blistering multiplayer gameplay they have come to know and love.”

The additional TRANSFORMERS characters entering the pack include SCATTERSHOT, ONSLAUGHT, SHOCKWAVE, DEMOLISHOR and JAZZ. Players have access to all five characters in the game’s adrenaline-pumping, four-player co-op Escalation mode, and will be able to select their chassis to create their own TRANSFORMERS character in competitive multiplayer.

Additionally, four brand new multiplayer maps extend the diverse set of battlefields on which players can battle with or against their friends online. District and Forsaken allow fans to team up in all-new environments in Escalation mode, while Havok and Fortress deliver more frenetic gameplay in competitive multiplayer modes.

Transformers: War for Cybertron is rated “12” by PEGI. For more information on the game, visit www.TransformersGame.com.

About HASBRO

Hasbro, Inc. (NYSE:HAS) is a worldwide leader in children’s and family leisure time products and services with a rich portfolio of brands and entertainment properties that provides some of the highest quality and most recognizable play and recreational experiences in the world. As a brand-driven, consumer-focused global company, Hasbro brings to market a range of toys, games and licensed products, from traditional to high-tech and digital, under such powerful brand names as TRANSFORMERS, PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, CRANIUM and WIZARDS OF THE COAST. Come see how we inspire play through our brands at http://www.hasbro.com. © 2010 Hasbro, Inc. All Rights Reserved.

About Activision Publishing, Inc.

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

Activision maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Ireland, Italy, Sweden, Spain, Norway, Denmark, the Netherlands, Australia, South Korea, China and the region of Taiwan. More information about Activision and its products can be found on the company’s website, www.activision.com.

HASBRO and its logo, TRANSFORMERS and all related characters are trademarks of Hasbro and are used with permission. © 2010 Hasbro. All Rights Reserved. Game © 2010 Activision Publishing, Inc. Activision is a registered trademark of Activision Publishing, Inc. All rights reserved.

All other trademarks and trade names are the properties of their respective owners.

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Frank PR

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Activision UK

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